SocialChain, the social strategy and creative practice of Brave Bison, has announced an agreement to acquire The Fifth, a global influencer marketing agency, from News UK. 

The acquisition positions SocialChain to capitalize on the growing creator economy as influencer marketing continues to drive social commerce growth in the UK market.

Following the completion of the transaction, News UK will gain an investment in SocialChain’s parent company, Brave Bison, becoming a top 10 shareholder. The Fifth will serve as SocialChain’s dedicated influencer division, enhancing capabilities across creator partnerships, strategy, production, and measurement.

Leadership and Growth Strategy

Oliver Lewis, founder and CEO of The Fifth and co-chair of the Influencer Marketing Trade Body, will continue to lead the agency. Lewis will focus on driving growth across new markets while developing influencer-powered marketing solutions at the intersection of AI, social commerce, and search.

“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 center of marketing,” Lewis said in a news release.

This new influencer marketing center of excellence will work closely with SocialChain’s recently launched consultancy, StrategyChain, offering social-first communications, brand, product, and innovation strategy to clients.

Market Context and Opportunity

The acquisition comes as social commerce sales in the UK are projected to double over the next four years. According to recent Traackr research analyzing data from over 114,000 creators, live shopping content has seen a 73% increase in active influencers and a 135% increase in mentions year-over-year from January 2023 to November 2024.

Consumer data indicates that 57% of UK consumers report creators influencing their purchasing decisions, with TikTok ranking as the preferred platform for social commerce among British consumers, followed by Facebook, Instagram, and YouTube.

The Fifth, founded in 2019, delivers influencer marketing, social strategy, and creator-led campaigns for brands including YouTube, UKTV, FOX Entertainment, and Samsung TV. SocialChain reported a revenue surge of 60% to £11 million last year, positioning the combined entity to capitalize on the expanding creator economy.

Jacinta Faul, CEO of SocialChain, commented: “The Fifth brings deep expertise, an enviable client roster, and serious strategic nous to bolster SocialChain’s influencer ambitions at a pivotal point in our growth.”