Rupert Murdoch’s News Corporation is in advanced talks to take a stake in a London-listed marketing specialist backed by Lord Ashcroft, the former Conservative Party treasurer.
Sky News has learnt that the media tycoon’s British subsidiary, News UK, is close to agreeing a deal to combine its influencer marketing division – which is called The Fifth – with Brave Bison, an acquisitive group run by brothers Oli and Theo Green.
Sources said the deal could be announced as early as Thursday morning.
News UK publishes The Sun and The Times, among other media assets.
If completed, the transaction would involve Brave Bison acquiring The Fifth with a combination of cash and shares that would result in News UK becoming one of its largest shareholders.
The purchase price is said to be in the region of £8m.
The Fifth has worked with the television host and model Maya Jama on a campaign for the energy drink Lucozade, and Amelia Dimoldenberg, the YouTube star.
Its other clients include Samsung and Tommee Tippee.
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The deal will be the third struck by Brave Bison this year, with the previous transactions including the purchase of Engage Digital, a key digital partner to sporting properties including the Men’s T20 Cricket World Cup.
The Green brothers took over the Brave Bison in 2020, and have overseen a sharp strategic realignment and improvement in its performance.
In 2023, it bought the podcaster and entrepreneur Steven Bartlett’s social media and influencer agency, SocialChain.
In total, the company has struck six takeover deals since the Greens assumed control.
At Wednesday’s stock market close, Brave Bison had a market capitalisation of about £31m.
News UK and Brave Bison declined to comment.
