Artem Borodatyuk’s Fractal Group of Companies has acquired the influencer marketing agency WhyNot? Enot, which has worked with clients such as Rozetka, Nova Poshta, and Intertop. After the deal, the company was headed by a new CEO and the team was partially changed.
Artem Borodatyuk’s Fractal Group of Companies has acquired the influencer marketing agency WhyNot? Enot, which has worked with clients such as Rozetka, Nova Poshta, and Intertop. After the deal, the company was headed by a new CEO and the team was partially changed.
As Forbes Ukraine reports, the deal was Fractal’s first step into the sphere of influencer marketing. The founder of WhyNot? Enot, Yevgeny Taller, transferred the business, explaining that the creative industry requires much more attention than he can currently pay. The agency will remain a separate business unit within the holding, but its management has changed — Valeria Romashchenko was appointed CEO. She previously worked as a manager for Ukrainian bloggers Igor Lachenkov and Mykhailo Lebiga.
Some of the employees joined Yevhen Taller in his new projects. By the time of the deal, the agency had 12 people working, after which a new team was formed under the leadership of Romashchenko.
For Fractal, this is the first systematic entry into the influencer marketing market. The company sees the acquisition as an opportunity to scale its client base and launch additional services. There are also plans to integrate with the holding’s internal resources, from financial to management.
WhyNot? Since its inception in 2019, Enot has rapidly grown from three to several dozen employees, implemented hundreds of campaigns, and built a network of thousands of bloggers. At various times, the agency actively worked with Instagram and TikTok, introducing new formats, including TikTok House in Kyiv. However, after the start of a full-scale war, the company lost some of its positions and worked mostly on individual projects.
The parties did not disclose the financial terms of the deal. According to experts, the acquisition cost could have been around $100,000. Fractal emphasizes that for them, the potential of the team and the recovering market is more important than the price of the asset itself.
According to the All-Ukrainian Advertising Coalition, the influencer marketing market in Ukraine amounted to UAH 714 million last year, and this year it has already grown by 20% to UAH 856 million. Globally, the industry, according to Influencer Marketing Hub, will reach $32.5 billion in 2025. The purchase of niche agencies by large groups is already a widespread trend: similar deals have recently been concluded by Publicis Groupe and other international holdings. For WhyNot? Enot, integration into Fractal may be a chance to retain customers and strengthen the trust of influencers in changing market conditions.
Previously, dev.ua wrote that Ukrainian IT group FRACTAL (ex Netpeak Group) announced the creation of a specialized sales house GoAd, which will provide agencies and businesses with access to popular international advertising tools and services.
