News UK has agreed to sell influencer marketing agency The Fifth Group to Brave Bison-owned social strategy and creative agency SocialChain for £ £7.6m, while also taking a shareholding in the parent company.
Founded by News UK in 2019 under the leadership of Oliver Lewis (pictured left), former director of digital strategy and partnerships at News UK, The Fifth delivers influencer marketing, social strategy and creator-led campaigns for brands including YouTube, UKTV, FOX Entertainment, Tommee Tippee, The Times and SamsungTV.
The deal will see The Fifth become the dedicated influencer division of SocialChain, led by chief executive Jacinta Faul (pictured right), which last year reported a revenue surge of 60% to £11m. The agency claims the move 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.
The agency will work closely with SocialChain’s recently launched consultancy StrategyChain, to offer social-first communications, brand, product and innovation strategy to brands.
Following completion of the transaction, News UK will become a top 3 shareholder of Brave Bison.
Brave Bison chairman Oliver Green said: “We are delighted to announce this acquisition and to welcome News UK, part of the global media company News Corp, as a significant shareholder in Brave Bison.
“News UK has a culture of innovation, and we’re honoured to have been chosen as custodians of The Fifth in driving the business forward. This marks our third acquisition of 2025, and is announced alongside our annual results which show a fourth successive year of growth in net revenue, adjusted EBITDA, adjusted EPS and net cash.”
News UK executive vice-president Dom Carter added: “I am extremely proud of what Oliver Lewis and the team have created with The Fifth over the last six years. Brave Bison is 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 of The Fifth, and stand to benefit from Brave Bison’s future growth as a strategic investor.”
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