The owner of The Times is selling The Fifth Group, its influencer marketing division, to Brave Bison, the digital media, marketing and technology company.
The sale by News UK values the award-winning division at about £7.6 million. News UK’s ultimate owner is News Corp, which is chaired by Lachlan Murdoch.
Alongside the transaction, News UK, which will continue to work with The Fifth, will make a strategic investment in Brave Bison, becoming a top-ten shareholder.
The Fifth will be integrated into SocialChain, Brave Bison’s social media advertising and influencer marketing practice, enabling the enlarged business to increase investment, including in technology.
Founded in 2019 by Oliver Lewis, its chief executive, The Fifth delivers influencer marketing, social strategy and creator-led campaigns for brands including YouTube, Disney+,
