The Social Chain Group, made up of a social-first marketing agency and social media publishing house, has acquired digital influencer agency Glow Artists from its parent company, Glow Media Group Germany.
The deal is part of The Social Chain Group’s broader expansion strategy and will see Glow Artists merge with the influencer arm of the company. The Group already run a portfolio of 400 multi-channel brands across social media through its Media Chain arm and with the acquisition of Glow, will extend its influencer network further.
Launched in Germany in 2014 by Georg Kofler and Holger Hansen, Glow first set up its UK division in 2015 by Christian Grobel, a former director of FremantleMedia UK. Glow’s management has produced TV shows, launched Youtube channels, represented leading talent and brands, and built new businesses across different media.
As a social-first marketing agency and social media publishing house, The Social Chain Group have harnessed the power of social influencers since day one, creatively collaborating with talent for global campaigns for clients including Superdry and Sky Bet. The merging of the companies will allow Social Chain Group to offer its clients an even broader range of talent relationships and provide Glow’s talent with more creative and commercial opportunities.
Steve Bartlett, CEO of The Social Chain Group, says: “There are many parallels between Social Chain and Glow; we both know marketing, we know social media and how to engage youth audiences. Brands work with us to effectively communicate their messaging in an efficient, targeted and results driven way. As The Social Chain Group continues its expansion, it made a lot of sense for both companies to work in unison. We’re extremely excited to welcome Glow’s talent into the Social Chain family.”
Christian Grobel, managing director of Glow Media Group, adds: “As Glow and The Social Chain Group develop ever closer, bringing the divisions together is a natural step in the exciting growth of Social Chain Group and we look forward to being part of this amazing group of entrepreneurs and companies and to offering our talent even more opportunities.”
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