Publicis Groupe to acquire influencer agency HEPMIL Media Group

Publicis Groupe has signed a definitive agreement to acquire HEPMIL Media Group, one of Southeast Asia’s leading influencer agencies, as the company strengthens its regional leadership in data-driven creator marketing.

Founded in Singapore in 2015, HEPMIL represents more than 3,000 creators with a combined reach of over one billion followers across six Southeast Asian markets. The agency supports more than 450 brands through creator-led storytelling, culturally relevant content, and social-first campaigns delivered via its HEPMIL Creators Network (HCN).

Building a data-led creator marketing platform

The acquisition will combine HEPMIL’s creator and content expertise with Publicis Groupe’s proprietary data capabilities, including Lotame and Epsilon’s identity graph of more than 800 million consumer profiles in the region. Together, they aim to build Southeast Asia’s first integrated, identity-driven influencer marketing solution.

Influencer marketing in Southeast Asia is forecast to grow by between twelve and fifteen percent annually over the next five years, with total spending expected to exceed 1.4 billion US dollars by 2030. The combined offering will enable Publicis clients to plan and measure influencer and social strategies across platforms, using verified data and cross-channel insights.

Arthur Sadoun, Chairman and CEO, Publicis Groupe: “After the acquisition of Influential 18 months ago and Captiv8 earlier this year, to build the world’s most powerful connected influencer platform, we’re doubling down on data-driven creator marketing in what is a highly strategic region for Publicis and our clients. Through the combination of HEPMIL’s reach, content expertise and social platforms with the power of Publicis’ identity graph and our unique media ecosystem, we’re building Southeast Asia’s first end-to-end influencer solution.”

Strengthening social-first capabilities in Southeast Asia

Amrita Randhawa, CEO, Publicis Groupe Singapore and Southeast Asia: “Parts of the solution that is right for clients exist in all parts of industry. But no one has brought everything together meaningfully in Southeast Asia. We will change that. HEPMIL’s origins as the creators of some of Southeast Asia’s most loved consumer content has helped redefine how brands can show up natively, authentically, and with real-time cultural relevance. Now powered by the AI, data and platform prowess of Publicis Groupe we will ensure every dollar of clients’ social and influence spend is genuine, accountable and in service of growth in Southeast Asia.”

Karl Mak, founder and CEO, HEPMIL: “HEPMIL started as a dream in Singapore Management University for Adrian Ang my co-founder and myself to start our own business. With an incredible team of over 300 people the last 10 years have seen this dream become a reality. And today marks the beginning of the next chapter of our acceleration. This opportunity to work with the entire team in Publicis Groupe Southeast Asia and globally is going to unlock so much more value for our business, client partners, creator network and our employees.”

HEPMIL will retain its brand identity and continue operating independently while collaborating closely with Publicis Groupe teams across Southeast Asia. The transaction remains subject to customary closing conditions.

www.publicisgroupe.com

www.hepmil.com

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