Launchd acquires Huume to boost influencer marketing reach

Launchd has acquired the influencer talent management agency Huume from IZEA in a move designed to enhance its creative capabilities in talent-led marketing and influencer-branded content.

The acquisition comes as brands are placing greater emphasis on creator and influencer partnerships, shifting marketing investment away from traditional media channels and towards direct-to-consumer engagement facilitated by digital personalities.

With Huume now part of its portfolio, Launchd aims to strengthen its links between talent and brands, focusing on content creation and influencer-led campaigns. The company describes the acquisition as a key part of its strategy to leverage human influence for commercial and community outcomes.

Huume, established by entrepreneur and digital creator Mikhailla Fitzgerald, has built a reputation for managing impact-driven talent within the content creation ecosystem. The agency is known for a personalised approach to talent management, informed by Fitzgerald's own experiences and a dedicated digital following.

The agency currently manages 43 influencers, including Georgie & Zac, Tash Invests, Steph Pase, Katie Lolas, and Tara Pavlovic.

James Begley, Launchd Chief Executive Officer, commented on the rationale behind the acquisition. "We did our research and knew we wanted to approach IZEA about an acquisition of Mikhailla and the Huume team, as they bring an incredible depth of value, creative instinct and emotional intelligence to the talent industry," he said.

Begley also noted the growing need for a broader range of talent services. "These days, clients require talent across the sporting, entertainment and influencer landscapes. For us to best serve our client needs, we at Launchd realised that Huume adds capability in a segment that we didn't have a presence in."

Huume is set to be fully integrated into Launchd's national operations, joining a group of specialist companies under the Launchd umbrella, which includes Pickstar, ICMI and W Sports & Media. Launchd now employs over 70 staff across five Australian cities and positions itself as a significant talent and technology enterprise for brands and rights holders looking to engage athletes, creators and media figures.

Mikhailla Fitzgerald reflected on the journey behind Huume's growth and alignment with Launchd's aims. "Huume was always about connection. Creating content that moves people, because it's made by people who care deeply," Fitzgerald said.

She added, "To now be part of a larger vision at Launchd, one that values storytelling, talent, and community as much as we do, is incredibly exciting. We're ready to help more brands build deeper, more human relationships with their audiences."

Launchd's expansion continues with support from institutional investors such as Altor Capital, as well as prominent individual investors including Adam Gilchrist, Lleyton Hewitt, and Cate Campbell. The company is expanding operations across Australia and New Zealand, with plans for global growth underway.

By acquiring Huume, Launchd is reinforcing its entry into what is being described as the "influence as a service" category, integrating technology, talent and creative services to deliver marketing with measurable outcomes for brands.