SocialChain acquires The Fifth from News UK to bolster influencer marketing capabilities.

Last week, SocialChain, the social strategy and creative practice of Brave Bison, announced an agreement to acquire the multi-award-winning global influencer marketing agency The Fifth from News UK.

Founded by News UK in 2019 under the leadership of Oliver Lewis, former Director of Digital Strategy and Partnerships at News UK, The Fifth delivers culturally fluent influencer marketing, social strategy and creator-led campaigns for brands including YouTube, UKTV, FOX Entertainment, Tommee Tippee, The Times and SamsungTV. 

Following completion of the transaction, News UK will gain a strategic investment in SocialChain’s parent company Brave Bison, making it a top 10 shareholder and positioning the media marketing and technology company as a partner of record.

The deal will see The Fifth become the dedicated Influencer division of SocialChain—which last year reported a revenue surge of 60% to £11 million—in a move that will significantly enhance its capabilities across influencer strategy, creator partnerships, production and influencer measurement. 

Lewis, who is co-chair of the Influencer Marketing Trade Body, will continue as CEO of The Fifth and will be charged with driving growth across new markets and verticals, while also leading the development of new influencer-powered marketing solutions at the intersection of AI, social commerce and search. This new influencer marketing centre of excellence will also work closely with SocialChain’s recently launched consultancy StrategyChain, to offer social-first communications, brand, product and innovation strategy to brands.

Jacinta Faul, CEO of SocialChain, commented:

“The Fifth bring deep expertise, an enviable client roster and serious strategic nous to bolster SocialChain’s influencer ambitions at a pivotal point in our growth. I can’t wait to work with Olly and his talented team to lead the industry into a new era of innovation in social and influencer marketing.”

Oliver Lewis, CEO & Founder of The Fifth, also commented:

“Joining forces with Brave Bison and SocialChain gives The Fifth the perfect environment and partner to scale without losing sight of our mission: putting creators and culture at the centre of marketing. Together, we’re primed to build a more connected, tech-enabled service for our clients and a future-facing model for social and influencer marketing. It’s been an incredible six years building a market-leading team and reputation, and I couldn’t be more excited for the next chapter.”

Dom Carter, Executive Vice President, News UK added:
“I am extremely proud of what Oliver and the team have created with The Fifth over the last six years. Brave Bison are the perfect partner to unlock and fast track The Fifth’s future potential in the influencer market. I’m also excited that News UK will remain a key client, and continue to utilise The Fifth’s market-leading creativity and innovation.”