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Highlights

  • Brave Bison acquires influencer agency The Fifth in a deal worth up to £7.6 million.

  • News UK becomes a Top 10 shareholder, marking a strategic investment in digital advertising.

  • Deal to boost Brave Bison’s influencer marketing capabilities through merger with SocialChain.

Digital media and technology group Brave Bison (LSE:BBSN) has announced a significant expansion of its influencer marketing portfolio through the acquisition of The Fifth Group, a leading influencer agency owned by News UK. The agreement, valued at up to £7.6 million, positions News UK as a top 10 shareholder in Brave Bison and establishes a new strategic partnership between the two companies.

Founded in 2019, The Fifth has built a reputation as a top-tier influencer marketing agency, delivering campaigns for brands such as YouTube, Disney+, The Times, Samsung TV, and Tommee Tippee. The agency specialises in creator-led marketing strategies and has garnered industry acclaim, including “Influencer Marketing Agency of the Year” at the bCreator Awards.

Under the terms of the deal, Brave Bison will acquire the entire issued share capital of The Fifth Limited. The consideration includes 40 million new Brave Bison ordinary shares—valued at £1 million—cash payment of £0.575 million, and up to £6 million in contingent profit-based consideration over three years.

This acquisition is set to enhance Brave Bison’s growing social media capabilities by integrating The Fifth into its SocialChain division. The combined entity will focus on improving creative strategies, influencer partnerships, and social-first campaigns for clients in a rapidly evolving digital marketplace.

Notably, the acquisition supports Brave Bison’s strategic emphasis on social-first marketing. Influencer marketing remains the fastest-growing segment within Brave Bison, aligned with broader market trends. According to industry estimates, global spending on influencer marketing is expected to reach $32.6 billion by 2025, a fivefold increase from 2019 levels.

Following the acquisition, News UK—part of News Corp—will hold a 3.1% stake in Brave Bison and has committed to a further £0.2 million investment through open-market share purchases. Additionally, News UK has pledged to reinvest 25% of any contingent earn-out payments from the acquisition into Brave Bison shares, reinforcing long-term alignment.

News UK will maintain a close working relationship with The Fifth post-acquisition, continuing to engage them as a preferred influencer marketing partner under Brave Bison’s SocialChain umbrella.

Brave Bison has now completed seven acquisitions since 2020, all of which have delivered positive contributions within a year.