Manchester’s The Social Chain Group acquires influencer agency from German media firm

The Social Chain Group has acquired digital influencer agency Glow Artists.

The Manchester-based marketing agency and social media business purchased Glow from its parent company, Glow Media Group Germany.

The deal will see Glow merge with Social Chain’s influencer arm.

Founded in Germany in 2014 by business partners Georg Kofler and Holger Hansen, Glow expanded with a UK division in 2015 and has since built a roster of social talent with millions of fans on social media, including YouTubers Jamie Cottrell, Adam Waithe and Barry Lewis.

Glow has worked with a number of global brands since its launch, among them McDonald’s, MTV and Nintendo.

Social Chain said the acquisition will enable it to offer clients a broader range of talent relationship options, while in turn giving Glow’s influencer lineup more creative and commercial opportunities.

Steve Bartlett, chief exec of The Social Chain Group, said: “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.”

He added: “We’re extremely excited to welcome Glow’s talent into the Social Chain family.”

Glow Media Group MD Christian Grobel commented: “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.”