IPG Group unit acquires stake in Singaporean celebrity video startup

Singapore-based celebrity video platform Authentic Celebrity Experiences (ACE) announced that global advertising firm IPG Group’s talent management agency Octagon, which specializes in sports and entertainment, is now a shareholder in the company after it acquired a stake in ACE as part of a strategic partnership.

ACE founder and CEO Dene Schonknecht/ Photo credit: ACE

Octagon’s executive vice president David Schwab will also be joining ACE’s advisory board, where he will work with the team to plan and execute their talent and geographical expansion plans.

However, ACE didn’t specify how many of its shares were acquired by the talent management agency.

The partnership will leverage the over 400 active influencers and celebrities on ACE’s website. It will also focus on bringing on board the video platform different talents from sports categories such basketball (NBA), cricket (Indian Premier League), and football (English Premier League), as well as entertainment categories including K-Pop and Bollywood to increase fan engagement across Asian markets.

Launched in 2020, ACE allows fans to connect directly with their favorite celebrities for a fee to receive exclusive content such as short and personalized video messages. The company operates in Singapore, the Philippines, Malaysia, and Indonesia, and is also expanding into other countries in Asia.

“The relationship between talent and fans has changed. Both expect a more direct and personalized interaction. Platforms like ACE facilitate this new way of engaging – and we are enthusiastic about the potential across the massive Asian consumer audience,” said Schwab.

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Octagon provides marketing campaign and experiential and hospitality services, as well as data, insight, and strategy capabilities. It has a talent management portfolio of successful athletes, broadcasters, entertainers, and personalities.