The Smart Local (TSL) Media Group has acquired X10 Media, an influencer marketing services agency operating in Singapore, Malaysia, and Indonesia. The move strengthens TSL Media Group’s position as an end-to-end media and creative services provider in the regional landscape.

The Smart Local Strengthens Influencer Marketing Presence With X10 Media Acquisition

By integrating X10 Media into its portfolio, TSL Media Group gains strategic and technology capabilities in the influencer marketing realm. This complements the group’s existing offerings including media publications, creative services, and proprietary data solutions for audience insights, polls, and social listening.

“X10 Media augments our current data solutions and media brands. With over 1,000 clients and a network of 3,000 influencers, their integration significantly enhances our reach beyond our existing brands,” says TSL Media Group CEO Bryan Choo. “We can now offer clients the ability to leverage X10 to enhance their campaigns holistically.”

X10 Media will join TSL Media Group’s commercial division headed by Nicolle Jayne Sing, who transitions from her operations role as Group Director to become Senior Vice President of X10 Media over the next year. Sing previously led Asia Pacific operations for the influencer marketing agency Goat, expanding into 13 regional markets.

As SVP of X10 Media, Sing will report to Chief Growth Officer Jonathan Seto, who will oversee the new business unit and maximize synergies across the organization.

Thomas Teo, Chief of Staff at TSL Media Group who led the acquisition, has cited market research predicting sustained growth in influencer marketing budgets. The studies he refers to indicate that 67% of marketers plan to significantly increase influencer spend, with 23% allocating nearly half their total budget to the segment.

“In our market assessment for a potential target, X10 Media presents itself as one of the last significant independent pure-play influencer marketing agencies in the SEA market, and one that has synergies both commercially and in shared values with TSL Media Group. We are thrilled to be joining forces,” Teo says.

X10 Media’s Regional CEO Sky Lim has expressed enthusiasm for the deal: “We firmly believe this union with TSL Media Group will supercharge our growth and allow us to remain a dominant player in influencer marketing services for years to come.”

The acquisition aligns with TSL Media Group’s recent strategic moves to reinforce capabilities, including promoting Kimberly Lauren Wong from Group Editor to Editorial Associate Director overseeing all media titles.

By acquiring a major regional player with a strong presence in Singapore, Malaysia, and Indonesia, TSL Media Group has bolstered its marketing capacities. Adding X10’s client base, influencer network, and expertise complements TSL’s existing publications, creative services, and data analytics solutions. Leadership believes the deal positions TSL as a leading end-to-end provider capitalizing on rising investment in influencer marketing campaigns across Southeast Asia.