Brainlabs Returns to Purchasing with Acquisition of Influencer Marketing Agency Fanbytes
Digital media agency Brainlabs has acquired influencer marketing agency Fanbytes for an undisclosed amount, a deal it says will allow it to “provide a full range of performance channels for clients”.
The newcomer to the group will initially retain the Fanbytes name, but will eventually be integrated into the parent brand, Brainlabs said. Country. The acquisition marks Brainlabs’ first major foray into influencer marketing and will complement its “existing creative and social capabilities,” the group said. This will help Brainlabs introduce influencer expertise to its markets in the US, Latam, and Apac regions.
Fanbytes’ staff of 60 will join its new parent company. This includes chief executive Timothy Armoo, who started the company in 2017 while at university, and co-founders Ambrose Cooke and Mitchell Fasanya. The trio will lead influencer marketing at Brainlabs, with their new job titles reflecting this – they become VP Influencer, VP Influencer Integration and VP Influencer Tech, respectively.
Fanbytes – which was owned by its three founders, with angel investments from industry names Nigel Morris, Guy Phillipson and Jerry Buhlmann – specializes in TikTok, Instagram, YouTube, and Snapchat platforms, has worked with 500 brands globally, grown 130% in the past five years, and has a customer base that includes Samsung, H&M, Estée Lauder, Mattel, Ubisoft, and Nike.
It shares Brainlabs “data-driven, test and learn” style of marketing and uses a proprietary data set called Bytesights, containing more than three million influencers. This allows brands to monitor growth, predict trends, target the most effective influencers for their needs, and “identify conversations around their products, competitors, and industries.”
Fanbytes has also led projects such as Bytesquad, a group of six TikTok creators who created Europe’s first “TikTok home” in partnership with 2K Games, Rubik’s and Public Health England.
In 2020, Fanbytes launched a £250,000 fund to help bridge the pay gap between black and non-black influencers and provide funding and expertise to black-owned businesses. In its first year, it supported 14 of the latter and more than 85 of the former.
Brainlabs is led by global chief executive Daniel Gilbert, a former Google executive, under whose leadership the group made a wave of acquisitions. In 2021, he bought four companies: User Conversion based in Manchester, Medianet in Canada, Consumer Acquisition in the United States and Amazon specialist Molzi, founded in 2017 by Chris Mole.
Brainlabs is on a mission to become “the world’s leading media agency”. Last year, he won 78 accounts, bringing his total to 135, according to Country‘s School Reports, while it lost 12. Its UK workforce stood at 354, with the acquisition of Fanbytes increasing the group to over 400 employees.
Commenting on his latest agency deal, Gilbert said, “I’m very happy to welcome Fanbytes to Brainlabs, not only because I’m impressed with what they’ve accomplished in such a short time, but I also see them as an essential piece of the puzzle of our digital media offer.
“Influencer marketing has quickly become an integral part of the digital media mix, so being able to offer it alongside our other capabilities under one roof is a huge benefit to our clients.”
Armoo added, “Since day one, Fanbytes has been more than just an ambition to fundamentally change the way brands can speak to consumers (and vice versa); but always have a calculated head start in the From being early advocates for Snap and TikTok before the industry took either seriously, to literally inventing new ways for brands to use these channels, we’ve always charted our own path and helped our customers chart theirs, and we are excited to continue with Brainlabs.
“Through Brainlabs’ global network, we can energize what we do, bringing our technology, expertise and talent to an even wider audience. We have also found a kindred spirit who shares similar ambitions.”
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