IZEA Worldwide, a provider of influencer marketing technology, data, and services, has acquired Hoozu, an Australian influencer marketing company headquartered in Sydney.
The company serves a roster of brands including Bunnings, Emma Sleep, Super Cheap Auto, and Ryobi. Hoozu’s talent management division, called Huume, represents creators in the Australian market.
Hoozu will operate as a stand-alone, wholly-owned subsidiary of IZEA Worldwide. Commercial details haven't been released.
Ted Murphy, founder and CEO, IZEA, said Hoozu represents a significant milestone for IZEA in the Asia-Pacific region and establishes a beachhead for the company in Oceania.
“We have seen organic global growth in recent years through our efforts in the U.K., China, and South Korea, and our acquisition of Hoozu builds on that momentum," he said.
“We are excited to welcome the Hoozu team into the IZEA group of companies. Hoozu will operate as a stand-alone, wholly-owned subsidiary of IZEA Worldwide.
"We see the potential for continued inorganic growth with Hoozu serving as the principal company for additional acquisitions in the region.”
Ryan Schram, president and chief operating officer of IZEA, said this acquisition not only expands its geographic footprint, it adds new capabilities in other areas in the growing creator economy.
“As well as Hoozu’s core influencer marketing managed services business, the company will continue to own and operate Huume, a talent agency focusing on Australian influencers and creators," he said.
“IZEA’s capital, technology, and global influencer marketing resources will support and strengthen Hoozu’s long-standing presence in the region, and we look forward to what lies ahead."
Hoozu was co-founded by entrepreneur Nathan Ruff and professional football player Lote Tuqiri. After acquiring The Remarkables Group in 2021, it appointed market specialist Natalie Giddings as CEO, who will continue in the role while reporting to Schram.
Giddings said joining an established global leader such as IZEA enables Hoozu to service its clients with leading technology, more extensive data, and best practices.
"Which will increase our campaign quality and performance. It’s wonderful to be involved with a company that has been leading the industry from the front globally for so long. This alliance signifies that change is coming to the market," said Giddings.
Hoozu Holdings Limited and all subsidiaries have been fully acquired by IZEA. The transaction consideration is a mix of cash and stock, with deferred payments tied to KPI performance.
Hoozu grew from 2022 to 2023 and was profitable in both years.
IZEA intends to invest resources to fuel additional growth, including the expansion of sales personnel and overall capabilities.
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