M&C Saatchi acquires two social influencer agencies

M&C Saatchi Group has acquired a majority stake in Red Hare Digital, a beauty social influencer agency, and its sister company Grey Whippet, an influencer marketing agency, through its talent management agency M&C Saatchi Merlin.

The acquisition will increase M&C Saatchi’s presence in the influencer marketing sector, and will combine with M&C Saatchi’s existing social team to become M&C Saatchi Social, led by Jonathan Poole and Kate Lovett.

M&C Saatchi Social and M&C Saatchi Merlin will together form The M&C Saatchi Talent Group, which will be equipped to provide clients a new offering and will expand globally through M&C Saatchi’s network.

“We were looking for a partner that unquestionably understood broadcast, brands and talent in order for us to be in pole position to maximise opportunities for our clients,” said Jonathan Poole, CEO of M&C Saatchi Social.

“In M&C Saatchi Merlin and the wider M&C Saatchi group, we believe we’ve found the ideal company to enable us to expand and broaden the business, both locally and internationally.”

The timing of M&C Saatchi’s announcement is a little unfortunate as influencer marketing has come under intense scrutiny in recent weeks.

At Cannes Lions Unilever’s Keith Weed went so far as to issue an urgent call for action to tackle rampant fraud in the sector, calling out the use of fake followers, bots and dishonest business models.