THE FIFTH

What THE FIFTH does

The Fifth Limited is a London-headquartered creative agency specializing in influencer marketing, social content production, paid social and cultural strategy, founded in March 2019 by Oliver Lewis. The agency positions itself as a strategy- and creative-led influencer partner rather than a traditional PR-led model, with a 'Social Out' methodology and proprietary 'Cultural Fluency' research framework aimed at connecting enterprise brands to subcultures and creator communities on TikTok, Instagram and YouTube. It serves 20+ named enterprise clients across entertainment, beauty, technology, finance, healthcare, luxury, travel and food & drink — including BBC, Disney, YouTube, TSB, Montblanc, Tommee Tippee, Curaleaf, Fenty and Eurostar — and operates from 11 offices across the UK, US, EMEA, APAC and MENA.

The company's product surface spans influencer campaign management, social content production, paid social execution, measurement and analytics, and a creative production studio (Studio 5, acquired 2023). It has invested in a dedicated AI Studio building proprietary tools — most notably Scenely, a video-frame metadata tagger with natural-language clip search for entertainment brands, plus AI-powered DM chatbots and comment-analysis tooling — and partners with Storyful on influencer performance measurement. The firm reports 100% client retention in 2024 and multiple industry awards (bCreator Influencer Marketing Agency of the Year 2024, Global IMA Gold for Best Team 2024, four Influencer Marketing Awards in 2022).

The Fifth generates revenue through professional services engagements billed hourly or at flat project fees, with multi-year client partnerships evolving from one-off projects; pricing is fully transparent to both clients and creators. Distribution is direct enterprise field sales via dedicated vertical-specific client hubs, with a minimum two-week pitch turnaround and six-week minimum lead time on influencer campaigns. The company was owned by News UK from inception, co-founded the Influencer Marketing Trade Body (IMTB) in 2021, and was acquired by SocialChain — the social strategy and creative practice of AIM-listed Brave Bison — from News UK in April 2025.

Name

THE FIFTH

Legal name

The Fifth Limited

Website

https://thefifthagency.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

The Fifth is a London-based, award-winning influencer marketing and social content agency serving enterprise brands across entertainment, beauty, tech, finance and healthcare via 11 global offices, offering creator partnerships, paid social, production (Studio 5) and proprietary AI tools such as Scenely.

Ownership category

akta.pro rank

Product category

Influencer Marketing Agency

NAICS

Advertising Agencies (541810), Marketing Consulting Services (541613)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Influencer Marketing Agencies (BPAFAHAA)

akta.pro secondary industries

Influencer & Creator Marketing (BPAFAAAG), Influencer Measurement, Attribution & Analytics (BPAFAHAI), Influencer Agencies & Talent Management Networks (MPACAGAC)

Keywords

• Influencer marketing
• Social media agency
• Creator partnerships
• Brand storytelling
• Cultural marketing

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Influencer Marketing Services: Full-service influencer marketing including creator partnerships, social content production, paid social, and measurement. Delivered through client hub teams with dedicated account management.
2. Social Media Strategy and Creative: Strategic consulting, cultural research, and creative development for social media campaigns. Pricing adapts per client via hourly billing or flat project fees.
3. Studio Production: High-quality content production across commercials, digital campaigns, and branded content through Studio 5.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

THE FIFTH is a full-service social media and influencer marketing agency that delivers end-to-end campaigns including influencer/creator partnerships, social content production, paid social, strategy, cultural research, creative development and measurement for enterprise and mid-market brands. Services are sold on hourly billing or flat project fees, augmented by proprietary AI tools (Scenely, AI Measurement Tools, AI Studio chatbots) and produced in-house via Studio 5.

Product overview

The Fifth is an award-winning global social media and influencer marketing agency owned by News UK, offering a full-service platform centered around cultural fluency and social-first creative strategies. The core offering combines influencer partnerships, social content production, paid social, and measurement services, augmented by proprietary AI tools including Scenely for entertainment brand clip discovery and AI-powered DM chatbots. Studio 5 provides full-service creative production, while the AI Studio develops intelligent systems to accelerate delivery. The agency operates across London, Los Angeles, and New York with approximately 40 specialists serving clients in entertainment, beauty, technology, automotive, travel, finance, and healthcare sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Influencer Marketing Services
• Studio 5
• AI Studio
• Scenely

Quantifiable outcome

• 100% client retention rate in 2024
• +4 more outcomes

Named customers20 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• IMTB (Influencer Marketing Trade Body)coreStrategic or Co-development PartnerThe Fifth co-founded the Influencer Marketing Trade Body (IMTB), a professional membership body for influencer marketing agencies. Oliver Lewis serves as Co-Chair. The IMTB shapes standards, ethics, and regulation for the influencer marketing industry.
• BBBSLAminorStrategic or Co-development PartnerPartnership with BBBSLA (Boys & Girls Clubs of Los Angeles) to diversify the entertainment and advertising industries by introducing high school students to behind-the-scenes careers.
• SocialChaincoreOthersSocialChain, the social strategy and creative practice of Brave Bison, announced agreement to acquire The Fifth from News UK. The Fifth is now part of SocialChain.
• News UKcoreOthersFormer parent company. The Fifth was owned and operated by News UK with global offices in London, Los Angeles, and New York.
• Studio PIminorStrategic or Co-development PartnerAcquired into The Fifth portfolio as Studio 5, a full-service creative production studio offering comprehensive visual production services.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Others

• CreatorIQ: Influencer marketing SaaS platform used by enterprise brands and agencies for creator discovery, campaign management and measurement. Adjacent technology layer that competes for influencer-marketing tech budgets.

Direct peers

• Whalar Group: Global influencer marketing agency and creator network with offices in London, New York and Los Angeles. Comparable full-service creative-led offering and similar enterprise client mix.
• Obviously: Full-service influencer marketing agency serving global enterprise brands with creator partnerships and content production. Direct competitor for the same RFP pool.
• Goat Agency: London-based influencer and social marketing agency owned by WPP. Comparable service offering and UK headquarters; competing for the same enterprise mandates.
• Billion Dollar Boy: UK and US-headquartered influencer marketing agency offering creative-led creator campaigns for global brands. Closest like-for-like competitor in size, geography and service model.
• The Outloud Group: Influencer marketing agency and creator platform with global delivery. Closely comparable in service mix and client roster of consumer brands.

Broad incumbents

• Dentsu Creative: Creative arm of Dentsu International with global influencer marketing capability. Broader scope than The Fifth but competes for the same enterprise social mandates.
• Ogilvy: Global advertising network with a sizeable influencer and social practice. Competes for the same enterprise briefs but operates a much wider portfolio of marketing services.
• Publicis Groupe: Global marketing services holding company with influencer and social practices across its agencies (Leo Burnett, Saatchi & Saatchi, Digitas). Competes through scale and integrated offerings.
• Jellyfish: Brandtech Group-owned digital and social media agency with paid social and creator capabilities. Overlaps with The Fifth's paid social and measurement services but operates at larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@TheFifthAgency
• LinkedInlinkedin.com/company/the-fifth-agency
• Instagraminstagram.com/thefifthagency
• TikToktiktok.com/@thefifthagency
• Xx.com/thefifthagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THE FIFTH