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Brave Bison acquires Greenlight to bolster social advertising firepower

Brave Bison challenges the status quo with Greenlight acquisition

Brave Bison is boosting its digital ad agency credentials with its acquisition of Greenlight Digital and Greenlight Commerce.

The alliance forges a global media and marketing empire numbering over 200 employees with a turnover of £30m from offices in London and Singapore that will focus on socially-driven growth.

A fresh bout of consolidation in the digital advertising sector has seen Brave Bison snap up Greenlight Digital and Greenlight Commerce, marrying a portfolio of media brands that average over 1bn views per month with the full-service digital marketing expertise of Greenlight.

The expansion is set to more than double Brave Bison’s revenues in the first year at a stroke, turbocharging its ambitions as a ‘challenger media company’.

The tactical marriage will combine Greenlight’s specialisms in digital advertising and e-commerce with Brave Bison’s portfolio of 700 social media channels spanning YouTube, Facebook, Snapchat and TikTok.

Newfound scale and reach will enable the combined entity to realize long-held ambitions, with further expansion into lucrative markets across the Asia Pacific region, specifically Japan and Thailand, being a top priority.

The acquisition, which is still in process, is being spearheaded by Brave Bison owner brothers Oliver and Theo Green, who are funding the takeover through Tangent, their privately-held technology company.

The brothers will remain the largest shareholders in the combined business once the deal concludes, while Warren Cowan and Andreas Pouros, outgoing chairman and chief executive of Greenlight, become minority shareholders.

Oliver Green said: “We are building a media company for the new era: a single business that combines our own media network with digital and social marketing services, providing clients with access to both eyeballs and execution.”

Cowan added: “The future of brand, customer acquisition and the very essence of digital transformation is socially driven and underpinned by community and content that reaches and touches customers wherever they are.”

The move will also unite an impressive roster of global brands, bringing Greenlight clients such as Superdry, GHD and New Balance alongside Brave Bison’s existing business portfolio that includes TikTok parent Bytedance, Panasonic and Vodafone.