396012950-fanbytes-logo-black
396013820-brainlabs-logo-white

SI Partners advises on sale of leading influencer marketing agency Fanbytes to digital marketing agency Brainlabs

Sector

Marketing Communications

Role

Sell Side

Date

May 2022

Countries

Influencer marketing agency Fanbytes, has been acquired by digital marketing agency Brainlabs, advised by SI Partners. The new partnership will strengthen the Brainlabs portfolio and enable them to deliver a full range of performance channels for clients.

The Fanbytes 65-strong team is led by CEO Timothy Armoo who started the company in 2017 whilst at university. He was also named last year in Forbes’ 30 under 30 Europe list.

Under the direction of Timo and co-founders Ambrose Cooke and Mitchell Fasanya, the company has grown 130% YoY for the last five years and now offer their services to over 500 brands across the globe.

Specialising in platforms such as TikTok, Instagram, YouTube and Snapchat, Fanbytes has delivered award-winning campaigns powered by its proprietary data tool Bytesights. Their client list includes Estee Lauder, H&M, Mattel, Samsung, and Nike.

"Selling your business is a relatively emotional decision and we couldn’t have chosen a better company to help us on that journey. Tristan, Lauren and the team were incredible partners. Not only did they make the process as seamless as possible but with every email, phone call or document we knew they were in your corner and were going to keep fighting for the best possible deal for you. They were a partner in every sense of the word through the process!"

Timothy Armoo, CEO, Fanbytes

Fanbytes launched the Fanbytes Impact Fund in 2020; a £250K fund dedicated to addressing the pay gap between black and non-black influencers. It was also set up to provide funding and agency expertise to black-owned businesses. In its first year, the fund supported 14 black-owned businesses and 85+ black creators.

Both Fanbytes and Brainlabs’ share a data-led, test and learn approach. Fanbytes have  powered its success with tech platform Bytesights: an extensive dataset of over 3 million influencers directly connected to TikTok and Instagram. The platform enables brands to monitor growth, predict trends, identify the best influencers, and pinpoint conversations around their products, competitors and sectors.

Capture

Fanbytes which will now operate as the Influencer division of Brainlabs, is backed by former Dentsu executives Jerry Buhlman and Nigel Morris. Bringing their expertise to US, LATAM and APAC regions where Brainlabs already have offices.

“I’m super excited about welcoming Fanbytes to Brainlabs, not only because I’m in awe at what they’ve achieved in such a short space of time but I also see them as an essential piece of the jigsaw in our digital media offering. Influencer marketing has rapidly become an integral part of the digital media mix so to be able to offer it alongside our other capabilities under one roof is a huge advantage to our clients. Plus, we get to work with the entrepreneurial trio of Timo, Ambrose and Mitchell who have built an amazingly smart and successful business.” 

Daniel Gilbert, Brainlabs Global CEO

About Brainlabs

Brainlabs was founded in 2012 by former Googler Daniel Gilbert. Over the last 10 years Brainlabs has supercharged its growth from 1 to over 800 Brainlabbers, delivering game-changing work for clients and becoming one of the largest independent digital media agencies in Europe, US & APAC.

Using  a unique formula of testing, tech & talent, the agency has produced winning results for clients like Formula 1, American Express and Mars.

About Fanbytes

Fanbytes was started in 2017 by trio Timothy Armoo CEO, Ambrose Cooke and Mitchell Fasanya whilst in university after seeing the rise of influencers as a channel to reach audiences.

Over the last 6 years, Fanbytes has built a reputation for innovative influencer marketing leading the Government’s messaging to Gen Z, building the first ever TikTok house in Europe and raising a fund to fund black owned businesses using black creators.

SI Partners also advised on the sale of Molzi to Brainlabs in September 2021. You can read more about that deal here.

Selling your business is a relatively emotional decision and we couldn’t have chosen a better company to help us on that journey. Tristan, Lauren and the team were incredible partners. Not only did they make the process as seamless as possible but with every email, phone call or document we knew they were in your corner and were going to keep fighting for the best possible deal for you. They were a partner in every sense of the word through the process!

Timothy Armoo, CEO, Fanbytes