Publicis Groupe announced that it has entered into a definitive agreement to acquire HEPMIL Media Group, Southeast Asia’s leading influencer, content, and social agency. The acquisition will strengthen Publicis Groupe’s presence in the fast-growing creator economy and further position it as the region’s most data-driven influencer marketing network.
HEPMIL Media Group, founded in 2015 in Singapore, has emerged as a significant player in creator-led digital marketing. Its media platforms—SGAG, MGAG, and PGAG—reach more than 70 million people across Southeast Asia. The company’s HEPMIL Creators Network (HCN) serves over 450 brands through partnerships with more than 3,000 creators, reaching a total audience exceeding one billion across six Southeast Asian markets.
The influencer marketing sector in the region is expected to expand between 12% and 15% annually over the next five years, with total spending projected to exceed USD 1.4 billion by 2030. Publicis Groupe plans to leverage HEPMIL’s expertise in creator-led storytelling and community-building alongside its own proprietary data capabilities, including Lotame and Epsilon’s identity graph of over 800 million consumer profiles in Southeast Asia.
Together, the combined entity will create the region’s only integrated influencer practice, uniting social and audience strategy, influencer management, and data-driven content creation. This will allow clients to:
- Combine social strategy, audience insights, influencer management, and content creation into a single cohesive practice designed for a social-first marketplace.
- Maximize results across channels by unifying and measuring the impact of media and business outcomes on influencer and social activities.
- Deliver meaningful, brand-safe, and differentiated influencer campaigns that effectively connect brands to their target consumers.
Publicis Groupe said the acquisition builds upon its earlier purchases of Influential and Captiv8, expanding its global influencer marketing capabilities. HEPMIL will continue to operate under its existing brand while collaborating closely with Publicis Groupe teams throughout Southeast Asia. The transaction remains subject to customary closing conditions.
KEY QUOTES:
“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 South East Asia’s first end-to-end influencer solution, enabling clients to unite social strategy, influencer management and cross-platform content to deliver creator solutions that drive to real, measurable business outcomes. I’m delighted to welcome the outstanding HEPMIL teams to the Publicis family.”
Arthur Sadoun, Chairman & CEO, Publicis Groupe
“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.”
Amrita Randhawa, CEO, Publicis Groupe Singapore and Southeast Asia
“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.”
Karl Mak, CEO and Co-founder, HEPMIL Media Group
