SINGAPORE, May 22 — South Korean digital media agency Yello Digital Marketing (YDM) has acquired a majority stake in content marketing agency Gushcloud, which was embroiled in controversy last month when it was accused of launching a negative SingTel campaign against rivals M1 and StarHub.

Under the multi-million deal, Gushcloud Chief Executive Officer Vincent Ha and co-founder Althea Lim will retain a significant minority shareholding and will take on roles such as spearheading YDM’s South-East Asian expansion plans for content or influencer marketing.

YDM will shift its South-East Asian headquarters to Singapore, which will have 200 employees, after the Gushcloud deal.

YDM Chief Executive Officer Lee Sang Seok said: “We are pleased to welcome Gushcloud into our family. The youthful entrepreneurship and can-do spirit at Gushcloud were truly infectious and inspiring.

“Within a short span of four years, they have built a leading influencer and content marketing business in South-East Asia and we believe that we can create great synergies from the combination of our Korean entrepreneurs and their South-East Asian knowledge and know-how.”

Lee added: “Singapore is a strategic base because of its location, its reputation as an established regional hub for businesses and the sophistication of its consumer markets. Through Gushcloud, we hope to tap the huge potential in content and data to meet our clients’ needs in the dynamic digital world.” — TODAY