Holdco TMSPC takes majority stake in social agency Creative Converters

Advertising holding group TMSPC has taken an 85% majority stake in Melbourne-founded Creative Converters, bringing the TikTok and creator agency closer to fellow TMSPC agency Admosis Media Group.

The deal will see Creative Converters work more closely with Admosis, combining the media agency’s paid media and performance marketing capability with Creative Converters’ TikTok, creator and user-generated content offering.

Creative Converters will retain its brand and current employees, with founder Gretta van Riel remaining in the business as a strategic advisor and minority shareholder. Gabi Nedelko will rejoin the business as co-founder and minority shareholder.

Founded in 2020, Creative Converters provides user-generated content, influencer-generated content, media buying and consulting services. Admosis Media Group is a full-service media and advertising agency focused on paid media and growth strategy.

The two businesses said the partnership would allow them to collaborate on projects and deliver more integrated marketing and advertising services across creative, creator content, media and performance.

Dan Copsey, co-founder and director at Admosis Media Group, said the two businesses had complementary capabilities.

“With both businesses offering complementary services to each other, the joining of forces is a natural fit,” Copsey said.

“By aligning Creative Converters' strong, impactful creative with Admosis’ proven data-driven marketing strategies and innovative technology platforms, we can create a broader, more holistic service offering that enables both businesses to deliver greater value to clients.

“We’re looking forward to collaborating with the talented team as both businesses continue to build upon their existing success, expertise and growth.”

TMSPC describes itself as a diversified investment and holding company with a portfolio across advertising, technology and not-for-profit. Its agency portfolio includes Admosis Media Group, Agency Stack and Willow & Blake.