The Social Chain Group has bolstered its digital credentials with the acquisition of Glow Artists, a digital influencer agency, from Glow Media Group.
Tying in with The Social Chain’s expansion strategy the move will see Glow Artists merged within its influencer arm, helping to extend its reach to new audiences and bringing top brands into its fold such as McDonald’s, the BBC and Nintendo.
Steve Bartlett, chief executive of The Social Chain Group, said: “There are many parallels between Social Chain Group 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.”
Christian Grobel, managing director of Glow Media Group, added: “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. “
The Social Chain Group currently runs a portfolio of 400 multi-channel brands across social media via its dedicated media chain, picking up Superdry's social media business last September.