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Smart Local (TSL) Media Group has acquired X10 Media, an influencer marketing services agency based in Singapore, Malaysia and Indonesia.
The company said the move marks an important milestone for the group as it further strengthens its position as an end-to-end media and creative services provider in the regional media landscape.
Don’t miss: Study: 67% of marketers plan to increase investment in influencer marketing in 2024
By integrating X10 Media into its portfolio, TSL Media Group gains strategic and technical capabilities in the field of influencer marketing.
This closes the loop on a comprehensive range of services, including media publications and creative services powered by proprietary data solutions (audience insights, bespoke polling and social listening).
“X10 Media has a proven track record of powering current data solutions and media brands,” said Brian Chu, CEO of TSL Media Group. “With a network of over 1,000 customers and 3,000 influencers, “Their integration into Adobe will significantly strengthen our reach beyond our existing brands.” “We are excited to be able to offer our clients the following capabilities.” Leverage X10 to power your campaigns holistically,” he added.
X10 Media will join TSL Media Group’s commercial division and will be led by Nicole Jayne Sing. Sing begins her one-year transition from her operational role as group director of TSL Media Group to become senior vice president of X10 Media.
Mr. Singh previously served as Head of APAC for social media influencer marketing agency Goat, where he expanded the agency’s capabilities to 13 markets in Asia. In his role as Senior Vice President of X10 Media for TSL Media Group, Mr. Singh will report to Chief Growth Officer Jonathan Seto and will oversee this new business and maximize synergies between each division.
organization.
“Market sentiment points to sustained growth in influencer marketing services,” said Thomas Teo, chief of staff and transaction leader at TSL Media Group.
He explained that a recent survey found that 67% of marketers expect to significantly increase spending on influencers, and 23% will allocate nearly half of their total budget to this segment.
“Our market assessment of potential targets shows that X10 Media is one of the last significant independent pure influencer marketing agencies in the SEA market and shares commercial values with TSL Media Group. We are proud to be an agency that has synergies with the industry, and we are excited to join forces,” Teo said.
“This is an exciting time for me and my team,” said Sky Lim, Regional CEO of X10 Media. “We are confident that this partnership with TSL Media Group will accelerate our growth and allow us to remain a strong player in influencer marketing services for years to come.”
This acquisition is consistent with other recent strategic moves that TSL Media Group has made to strengthen its capabilities. This includes the promotion of Kimberly Lauren Wong from Group Editor to Deputy Editorial Director, leading all media titles.
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