Launchd acquires Hoozu to strengthen global creator strategy
Launchd has announced the acquisition of Hoozu, an Australian influencer agency previously owned by Izea Worldwide, aiming to expand its capabilities within the growing global creator economy.
The acquisition sees Hoozu join Launchd's existing portfolio of specialised platforms and agencies, enhancing its ability to deliver wide-ranging influencer-driven campaigns both domestically and internationally. The global creator economy was valued at over AUD $31 billion in 2024, according to the Influencer Marketing Hub Benchmark Report.
Hoozu brings with it a team and infrastructure focused on talent-led marketing, supporting the acceleration of influencer and creator partnerships that are increasingly central to digital marketing strategies across sectors.
Expansion strategy
James Begley, Chief Executive Officer of Launchd, said the move to acquire Hoozu aligned with the company's broader ambition to provide brands with a comprehensive offering spanning sport, entertainment, and influencer strategy.
"Bringing Hoozu into the Launchd Group is a strategic and natural extension of what we're building," said James Begley, CEO of Launchd.
He continued, "Nathan and the team have established a high-integrity, outcomes-focused agency with deep credibility. Their ability to combine creativity with commercial discipline aligns perfectly with our vision. Together, we'll offer brands a more powerful, scalable and strategic way to engage talent and deliver measurable results."
Hoozu will remain under its own brand and leadership, maintaining its reputation as a trusted provider of influencer campaigns. The agency's Sydney office will continue to act as the group's centre for creator marketing while also supporting initiatives across Launchd's other businesses, such as Pickstar (talent engagement marketplace), W Sports and Media (talent management), Huume Talent (creator representation and content production), Pickstar Works (SaaS talent activation), and ICMI (guest speaker and event bookings).
Complementary strengths
Nathan Ruff, Chief Executive Officer of Hoozu, described the acquisition as a positive development that brings together two operations with complementary strengths.
"Launchd is such a powerhouse across the creator, talent, brand and entertainment industry, so bringing Hoozu into the fold is a natural fit," said Nathan Ruff, CEO of Hoozu. "Our award-winning team, long-standing brand relationships, and deep strategic and data capabilities perfectly complement Launchd's technology and service offerings. Together, we can unlock stronger commercial outcomes for brands, better support talent, and provide smarter data-driven solutions for clients that elevate our entire offering."
As an immediate next step, Hoozu has appointed Sarah Fischer Letts as Head of Creative and Strategic Partnerships. She brings more than 20 years of experience in branded content, media, and compliant influencer work across the Asia-Pacific region. Fischer Letts joins the leadership team alongside Ruff, Lara Mowforth (Head of Strategy), and Analise Trotter (Head of Campaigns).
Industry growth
The influencer economy continues to attract brand investment, with more than 80 percent of marketers worldwide now including creator-led campaigns in their budgeting. Research referenced in the announcement points to micro and mid-tier influencers as proving most effective at driving audience engagement and trust - a trend both Launchd and Hoozu are set to address through their combined service offering.
Begley highlighted the market's increasing emphasis on accountability and transparent results from influencer marketing. He stated, "The influencer economy is growing fast, but so is the expectation for transparency and performance. With Hoozu in the fold, we're able to meet that demand - combining expert strategic services, campaign management and genuine accountability in one offering."
Launchd is currently supported by institutional capital, as well as private investors including Adam Gilchrist, Lleyton Hewitt, and Kate Campbell. The group continues to experience growth in Australia and New Zealand, with plans to pursue international expansion in 2026.