Launchd buys WeAreTENZING to boost ANZ creator reach

Launchd has acquired Auckland-based talent agency WeAreTENZING, expanding its creator and athlete representation business across Australia and New Zealand as influencer marketing spend continues to rise in the region.

WeAreTENZING will continue to operate under its existing brand and will be led by Chief Executive Dan Sing and its Auckland team. Financial terms were not disclosed.

The deal comes as Australian brands move towards AUD $1 billion in annual influencer and creator marketing spend. Meltwater and We Are Social's Digital 2026: Australia report put spend at AUD $830 million over the past 12 months, up 13.5% year on year, and described influencer advertising as the country's second-fastest-growing digital category.

Outside Australia, forecasts also point to continued growth. Statista projected New Zealand influencer advertising spend at USD $55 million in 2025 and forecast annual growth of 8.3% through to 2028.

Talent roster

WeAreTENZING represents more than 100 professional athletes, content creators and artists. Its roster includes Ruby Tui, a two-time Olympic medallist and 2022 Rugby World Cup winner, and Jazz Thornton, the 2021 Young New Zealander of the Year and co-founder of suicide prevention charity Voices of Hope.

Other represented talent includes Louis Davis, HowToDadNZ, Torrell Tafa, Paige Wainui, ManCanCook, and Shiray and Gillies Kaka.

Launchd describes itself as a talent-first creator economy group operating across Australia and New Zealand. Its portfolio includes Huume, Hoozu, ICMI Speakers and Entertainers, WSM Talent and Pickstar, spanning creator representation, athlete and speaker management, and booking technology.

Founded in 2016, WeAreTENZING began by advising athletes through playing careers and post-career transitions. It now works across sport, entertainment and social media-led careers, focusing on talent management and brand partnerships.

Regional expansion

The acquisition extends Launchd's footprint after a run of deals and integrations. In 2024 and 2025, it acquired WSM Talent and integrated talent agency Huume, influencer marketing agency Hoozu, and speakers bureau ICMI.

Its integrated model includes deliverable management technology through the Works platform, which it positions as a way to coordinate talent, campaign activity and commercial outcomes across its network.

Industry estimates suggest the wider creator economy remains on a growth path, even as advertising markets fluctuate. Future Market Insights valued the global creator economy at about USD $253 billion in 2025 and forecast it would exceed USD $748 billion by 2030.

Nathan Ruff, Launchd's Head of Creator, linked the transaction to shifting marketing budgets and the growing role of talent-led channels in brand strategy. Later's 2025 Influencer Marketing Report found four in five brands worldwide either maintained or increased their influencer marketing budgets in 2025, with 47% raising spend by more than 11% year on year.

"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," said Nathan Ruff, Head of Creator, Launchd.

For WeAreTENZING, the combination brings closer links to the Australian market and access to a larger set of brand relationships. Sing said the agency has already built audiences on both sides of the Tasman for parts of its roster.

"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," said Dan Sing.

WeAreTENZING will remain Auckland-based while connecting into Launchd's wider representation and marketing businesses across Australia and New Zealand.