The Smart Local acquires influencer agency X10 Media

The Smart Local (TSL) Media Group has acquired X10 Media, an influencer marketing services agency with a presence in Singapore, Malaysia and Indonesia.

This move marks a significant milestone for the group in further solidifying its position as an end-to-end media and creative services provider in the regional media landscape, it said. 

Don't miss: Study: 67% of marketers to increase investments in influencer marketing in 2024

By integrating X10 Media into its portfolio, TSL Media Group gains strategic and technology capabilities in the realm of influencer marketing.

This closes the loop on their holistic offerings which include media publications and creative services augmented by its proprietary data solutions (audience insights, bespoke polls, and social listening).

“X10 Media has a track record that augments our current data solutions and media brands. With clientele exceeding 1,000, and a network of 3,000 influencers, their integration into our community of creators significantly enhances our reach beyond our existing brands," said Bryan Choo, CEO of TSL Media Group. "I am excited to offer our clients the ability to tap into X10 to enhance their campaigns holistically,” he added.

X10 Media will join TSL Media Group’s commercial division and be led by Nicolle Jayne Sing, who will begin her year-long transition from her operational role as TSL Media Group’s Group director to become SVP of X10 Media.

Sing was previously head of APAC for social media influencer marketing agency Goat, where she expanded the agency’s capability across 13 markets in Asia. As SVP of X10 Media in TSL Media Group, Sing will report to chief growth officer Jonathan Seto, who will oversee this new business and maximise the synergies across
the organisation.

“Sentiments from the market have pointed to sustained growth in influencer marketing services,” said Thomas Teo, chief of staff at TSL Media Group and transaction leader.

He explained that recent studies predict 67% of marketers will significantly increase influencer spend, and 23% will allocate almost half of their total budget to the segment.

"In our market assessment for a potential target, X10 Media presents itself as one of the last significant independent pure-play influencer marketing agencies in the SEA market, and one that has synergies both commercially and in shared values with TSL Media Group. We are thrilled to be joining forces,” Teo said.  

“This is an exciting time for me and my team,” said Sky Lim, regional CEO of X10 Media. “We firmly believe that this union with TSL Media Group will supercharge our growth and allow us to remain as a dominant player in influencer marketing services in years to come.”

This acquisition is in line with other strategic moves TSL Media Group has made recently to reinforce its capabilities. These include the promotion of Kimberly Lauren Wong from group editor to editorial associate director to helm all media titles.

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