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Adelaide-headquartered talent, technology and brand partnerships group Launchd has acquired its second influencer agency in the space of two months from global creator economy company Izea Worldwide (NASDAQ: IZEA), bringing Sydney-based Hoozu into its growing portfolio.
The acquisition of Hoozu for an undisclosed sum follows the purchase of Brisbane-based Huume from Izea in June, and Australian speaker bureau ICMI in April.
Founded by former AFL stars James Begley and Matthew Pavlich, the group began its journey as online guest speaker and ambassador marketplace Pickstar, before institutional backing from Altor Capital led to the creation of Launchd as an umbrella company for several brands all aimed at connecting talent with corporates.
Private investors in Launchd also include well-known sports personalities Adam Gilchrist, Lleyton Hewitt and Kate Campbell.
The company says the acquisition of Hoozu strengthens its position in a global sector now valued at more than $31 billion in 2024, according to the Influencer Marketing Hub Benchmark Report.
"Bringing Hoozu into the Launchd Group is a strategic and natural extension of what we’re building," says James Begley, Launchd's CEO.
Begley says Hoozu CEO Nathan Ruff and his team have established a high-integrity, outcomes-focused agency with "deep credibility".
"Their ability to combine creativity with commercial discipline aligns perfectly with our vision. Together, we’ll offer brands a more powerful, scalable and strategic way to engage talent and deliver measurable results," Begley says.
Hoozu will continue to operate under its own brand and leadership, with Launchd planing to maintain the acquired company's identity as a "trusted partner for brands seeking smart, creative and brand-safe influencer campaigns".
Launchd plans to make Hoozu's Sydney office a "centre of excellence for creator marketing" within the broader group, supporting group-wide initiatives while continuing to lead standalone projects for existing and future clients.
"Launchd is such a powerhouse across the creator, talent, brand and entertainment industry, so bringing Hoozu into the fold is a natural fit," says Ruff.
"Our award-winning team, long-standing brand relationships, and deep strategic and data capabilities perfectly complement Launchd’s technology and service offerings.
"Together, we can unlock stronger commercial outcomes for brands, better support talent, and provide smarter data-driven solutions for clients that elevate our entire offering."
As part of its next phase, Hoozu has appointed Sarah Fischer Letts as head of creative and strategic partnerships, bringing more than 20 years of experience in branded content, media, and compliant influencer work across the Asia-Pacific region.
"The influencer economy is growing fast, but so is the expectation for transparency and performance," adds Begley. "With Hoozu in the fold, we’re able to meet that demand - combining expert strategic services, campaign management and genuine accountability in one offering."
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