News UK has announced the sale of its award-winning influencer marketing agency, The Fifth Group, to digital media and technology company Brave Bison. The deal was valued at approximately £7.6 million.
Founded in 2019 by CEO Oliver Lewis, The Fifth has delivered end-to-end creator-led campaigns, influencer marketing, and social strategy for leading brands, including YouTube, Disney+, UKTV, FOX Entertainment, Realtor, Tommee Tippee, The Times, TSB, and Samsung TV. The agency has collaborated with high-profile talent such as Amelia Dimoldenberg, Maya Jama, and Reggie Yates.
Following the acquisition, The Fifth will be integrated into SocialChain, Brave Bison’s social media advertising and influencer marketing arm. After the acquisition, News UK will be issued 40 million new Brave Bison shares worth £1 million and a cash consideration of £575,000. It will also receive 25% of generated profits by The Fifth over the next three years, up to £6 million.
As part of the transaction, News UK and Brave Bison will enter into a strategic partnership, with News UK remaining a key client of The Fifth, now under the SocialChain umbrella.
Additionally, News UK will become a strategic investor in Brave Bison, acquiring a 3.1% equity stake and entering the company’s top ten shareholders. Notably, Brave Bison's shareholder base also includes Lord Ashcroft.
Oliver Green, Chairman of Brave Bison, commented:
“We are delighted to welcome News UK—part of the global News Corp group—as a significant shareholder. News UK has a culture of innovation, and we are honoured to continue The Fifth’s journey. This acquisition, our third of 2025, coincides with the announcement of our annual results, which show a fourth consecutive year of growth in net revenue, adjusted EBITDA, adjusted EPS, and net cash.”
Dom Carter, Executive Vice President of News UK, said:
“I’m extremely proud of what Oliver Lewis and the team have achieved with The Fifth over the past six years. Brave Bison is the ideal partner to unlock the agency’s future potential in the influencer space. We’re excited to remain a key client and to share in Brave Bison’s growth as a strategic investor.”
Brave Bison is led by Oliver Green, Theo Green, and Philippa Norridge, who joined the company as executives in 2020 following an investment made in 2019. Under their leadership, the business has grown both organically and through a series of strategic acquisitions.
The Fifth Group acquisition marks Brave Bison’s seventh deal overall and its third acquisition of 2025, following earlier purchases of Engage Digital and Builtvisible. All of the company’s acquisitions have been earnings-accretive within their first year of ownership.
