Launchd Acquires WeAreTENZING as ANZ Creator Economy Spend Nears $1 Billion
Launchd, Australia's leading talent-first creator economy group, has acquired WeAreTENZING, one of New Zealand's most respected talent agencies, bringing together two of the region's most influential creator networks at a moment of rapid market acceleration.
The acquisition 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, a 13.5 per cent 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
WeAreTENZING represents a high-impact roster headlined by Ruby Tui, the two-time Olympic medallist and 2022 Rugby World Cup winner widely regarded as one of New Zealand’s most recognised athlete-creators, and Jazz Thornton, the 2021 Young New Zealander of the Year and co-founder of suicide prevention charity Voices of Hope, whose 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.
The deal extends Launchd's footprint following a series of strategic moves in 2024 and 2025: the 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.
Nathan Ruff, Head of Creator at Launchd, said 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."
Dan Sing, CEO of WeAreTENZING, said 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."
Launchd's integrated model now spans creator representation, athlete and speaker management, and deliverable management technology through its Works platform, positioning the group as one of the most connected talent ecosystems in ANZ.
Financial terms of the transaction were not disclosed.
PHOTO - LEFT TO RIGHT - NATHAN RUFF, DAN SING, JAMES BEGLEY
