SWNS Media Group acquires digital content consultancy Creatorville

SWNS Media Group, a UK provider of news, factual content, and creative communications, has acquired digital content consultancy Creatorville, appointing its founder Sam Barcroft as Group Chief Executive Officer.

The move signals a strategic expansion into the creator economy, combining SWNS’s core strengths in news, brand communications, and earned media with Creatorville’s expertise in social-first content and digital publishing.

As part of the transition, Paul Walters steps into the role of non-executive chair, while co-founder Andrew Young becomes a non-executive director. Martin Winter continues as Managing Director of SWNS, and Chris Pharo remains CEO of creative communications agency 72Point.

Creatorville will become a new division within the group, supporting the development of digital content brands, video formats, and emerging creative talent. Barcroft’s appointment aims to elevate SWNS Media Group’s relevance with digital audiences while building on its editorial foundations.

Sam Barcroft, Group CEO, SWNS Media Group: "SWNS Media Group has always been an innovative and entrepreneurial business. By bringing Creatorville into the group, we’re combining SWNS’s journalistic depth and 72Point’s first-class creativity and broad spectrum of brand and agency clients with additional social-first firepower. Together, we’ll help clients connect with fast-changing audiences through impactful storytelling."

Barcroft is known for founding Barcroft Studios and scaling it into a global digital media brand, which was acquired by Future Publishing in 2019. Through Creatorville, he has consulted with Channel 4, Hearst, and News UK on digital video strategy and IP development.

The acquisition enhances the group’s offering, which includes 72Point, a creative agency known for its news-ready brand campaigns; SWNS, a trusted provider of lifestyle and news content to global publishers; and OnePoll, a market research division focused on audience insights.

Paul Walters, Chair, SWNS Media Group: "I’m delighted to welcome Sam to SWNS Media Group as our new Group CEO. Our shared long-term vision is to transform our business into the UK’s most exciting and effective media group. By combining our proven expertise in news generation and creative communications with Sam’s leadership in building communities around outstanding content, we will build our business on our shared journalistic foundations, amplified by the creativity, agility, and reach of a digital-native production studio."

The move positions SWNS Media Group to better serve clients navigating a fragmented media landscape, while expanding its presence in the fast-evolving content economy.

www.swnsmediagroup.com

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