FUSE Create, a Toronto-based advertising agency, has acquired a stake in Sway Group, an Influencer Marketing agency and early entrant in the Creator Economy. Terms of the deal were not disclosed.

Under the partnership, Sway Group will continue to operate independently while collaborating with FUSE Create’s integrated teams. The companies said the combined offering is designed to move client work “from campaigns people see to culture people participate in.”

“Brands no longer think in silos, and neither do we,” said Stephen Brown, CEO of FUSE Create, in a press release. “Creator partnerships have become an essential part of the integrated ecosystem. Sway Group brings a proven approach to creator strategy, relationships and execution, strengthening our ability to deliver connected campaigns that turn heads and drive real business impact.”

Founded in 2011, Sway Group began as a blogging network before growing into an Influencer Marketing agency offering creator recruitment, content development, compliance, media optimization and analytics. The company describes itself as woman-owned and says its proprietary platform is “built on deep creator data rather than surface-level follower counts.”

“Creator marketing is about creative execution, not commodity media buys,” said Danielle Wiley, founder and CEO of Sway Group. “Our focus has always been on making creator content stronger and more authentic. FUSE Create’s commitment to head-turning creative aligns with where the creator industry needs to go. This partnership allows us to elevate creator work within a more integrated model, bringing a creative-first approach to modern brand building.”

FUSE Create and Sway Group are both members of Worldwide Partners Inc. and have collaborated on prior initiatives. The stake follows a recent expansion of FUSE Create’s PR offering, which added leadership focused on earned and influence-driven communications.

The companies said clients will gain access to an integrated PR, creator and media offering spanning earned, social, influencer and paid channels, along with FUSE Create’s creative capabilities paired with Sway Group’s creator production and data tools.

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