A Portuguese entrepreneur who moved to Swindon in 2016 is marking a decade in the town by launching a new digital agency with national and international ambitions.
Frederico Cardoso, 37, has co-founded Lamproom Digital alongside Sunderland-based marketer Amy Elise Mercer. Together, they bring almost two decades of experience across SEO, content strategy, digital PR, influencer marketing and brand growth.
Born in Porto and raised in neighbouring Vila Nova de Gaia, Fred studied Business Relations in Porto before completing a Master’s degree in Marketing and Strategy in Braga. After moving from Portugal to Swindon with his partner Lucia in 2016, he established a career in digital marketing, initially working client-side as SEO lead at Oak Furnitureland before moving into agency roles.
Now SEO Strategy Director and Co-Founder at Lamproom, Fred believes launching the business represents the latest chapter in a journey shaped by experiences in both Portugal and the UK.
He said: “Swindon has been my home for almost a decade, so reaching that milestone while building a business of my own feels particularly significant.
“When Lucia and I moved here in 2016, I was beginning a new chapter in both my life and career. The opportunities I’ve had since then have allowed me to develop my expertise, work with businesses across different sectors and ultimately turn the ambition of running an agency into reality.
“My education and early experience in Portugal gave me strong foundations, while building my career here has helped shape the way I think about search, commercial growth and the relationships agencies should have with their clients.”
Fred co-founded Lamproom with Amy after the pair worked together at North East agency Silverbean. Conversations about one day launching a business developed into an agency built around their shared values, experience and belief that businesses need a more connected approach to search.
Since publicly launching in March 2026, Lamproom has secured clients across sectors including food and drink, jewellery, retail and home interiors. The business has grown through referrals, reputation and the founders’ networks, without outside investment or paid business development activity.
Fred added: “We built Lamproom because we had seen a clear gap for an agency that genuinely acts as an extension of its clients’ teams.
“Too often, agencies work in silos or focus on metrics such as traffic without connecting them closely enough to revenue and wider business growth. We’re extremely ROI-oriented. Visibility matters, but clients should be able to clearly understand the commercial value they are receiving.
“Part of the secret is thinking about our clients’ businesses as if they were our own. That means being proactive, understanding their commercial goals and being prepared to go the extra mile rather than simply delivering a report.
“Our ambition isn’t to be the biggest agency. It’s to become the agency clients trust the most.”
Lamproom helps businesses strengthen their visibility across search engines, social platforms, AI tools and digital media through a full-funnel approach bringing together technical SEO, content, digital PR and brand authority.
The agency’s identity is rooted in the founders’ backgrounds. Its name is inspired by the Davy lamp and the idea of helping businesses navigate an increasingly complex search landscape with clarity, confidence and direction.
Fred said the similarities between his Portuguese roots and Amy’s North East background helped create the foundations for the business. “Growing up in Porto and now building a business with roots in Sunderland, I was struck by how similar the two cities are,” he said. “Both were built on industry, resilience and communities that value hard work.
“Those values have shaped Lamproom, but Swindon has played an equally important part in my own story. It is where I’ve built my career, made a home and now taken the step into entrepreneurship.
“We’re building Lamproom for businesses that want long-term growth rather than quick fixes. Search is changing quickly, but honest advice, strong partnerships and a clear focus on commercial results will always matter.”
Amy Mercer, Creative Strategy Director and Co-Founder, added: “Fred and I grew up in different countries, but we quickly realised our backgrounds and values had far more in common than they did differences.
“We want Lamproom to be intelligent but approachable, ambitious but grounded, and genuinely invested in every client’s success. Fred’s journey from Portugal to Swindon and now into business ownership reflects the determination and international outlook we want the agency to embody.”
For more information, visit www.lamproomdigital.com
