Australia’s Launchd acquires WeAreTenzing

Australian creator economy group Launchd has acquired Kiwi talent agency WeAreTenzing.

Dan Sing, CEO of WeAreTenzing, says the partnership opens new commercial pathways for the agency’s talent and clients.

“We have built WeAreTenzing on authentic, purpose-led relationships. Joining Launchd’s network gives our talent broader commercial access into the Australian market, where many of our clients already have a significant audience. The shared expertise and performance infrastructure will accelerate growth on both sides of the Tasman.”

WeAreTenzing represents a roster headlined by two-time Olympic medallist and 2022 Rugby World Cup winner Ruby Tui and 2021 Young New Zealander of the Year and co-founder of suicide prevention charity Voices of Hope Jazz Thornton. Thornton’s debut film attracted more than 80 million views in its first 48 hours.

The roster also includes Louis Davis, HowToDadNZ, Torrell Tafa, Paige Wainui, ManCanCook, and Shiray and Gillies Kaka. The agency will continue to operate under its existing brand, led by CEO Dan Sing and its Auckland-based team.

A fast-growing market

The acquisition follows a series of strategic moves in 2024 and 2025, says Launchd. This includes its acquisition of WSM Talent, and the integration of award-winning talent agency Huume, influencer marketing agency Hoozu, and leading speakers bureau ICMI.

Together, these businesses form a connected ecosystem spanning creators, athletes, speakers and technology, delivering scale, cultural relevance and measurable performance for brands across the region.

It also comes as Australian brands are on track to cross the AU$1 billion mark in influencer and creator marketing spend in 2025.

The latest Digital 2026: Australia report from Meltwater and We Are Social confirmed AU$830 million was spent on influencer marketing over the past 12 months. This is a 13.5% year-on-year increase, making influencer advertising the second-fastest-growing digital category in the country.¹ 

Globally, the creator economy is valued at approximately USD$253 billion in 2025 and is forecast to exceed USD$748 billion by 2030.² In New Zealand, influencer advertising spend is projected to reach USD$55 million in 2025, growing at 8.3 per cent annually through to 2028.³

The financial terms of the Launchd and WeAreTenzing deal were not disclosed.

Launchd’s ambitions

Launchd head of creator Nathan Ruff says the acquisition reflects both the structural growth of the creator economy and Launchd’s ambition to lead it across the region.

Recent research shows four in five brands worldwide either maintained or increased their influencer marketing budgets in 2025, with 47 per cent raising spend by more than 11 per cent year-on-year.⁴

“The creator economy is accelerating, not slowing. Brands are shifting investment into talent-led channels because that is where culture and attention now live. Having the best talent across Australia and New Zealand strengthens our leading position, giving our clients scale, deeper cultural relevance and the ability to activate partnerships with real commercial impact. WeAreTenzing is the jewel in the New Zealand crown, and we are incredibly proud to bring them into the Launchd family.”

Sources:

• Meltwater and We Are Social, Digital 2026: Australia (2026). Australian influencer marketing spend reached AU$830m (USD$590m) over the prior 12 months, up 13.5% year-on-year. Reported via Mumbrella (March 2026).
• Future Market Insights, Creator Economy Market Analysis 2025 (2025). Global creator economy valued at USD$253.1 billion in 2025, projected to reach USD$748.9 billion by 2030 at a CAGR of 23.3%.
• Statista, Influencer Advertising New Zealand: Market Forecast (2024). New Zealand influencer advertising spend projected at USD$46.9 million in 2024 and USD$55 million in 2025, growing at a CAGR of 8.29% through to 2028.
• Later, 2025 Influencer Marketing Report (2025). Survey of 1,000+ creators and 200+ US marketers. 80% of brands maintained or increased influencer marketing budgets in 2025; 47% raised budgets by 11% or more year-on-year.