Publicis Groupe entered into a definitive agreement to acquire Singapore-based HEPMIL Media Group, expanding the French multinational advertising company’s influencer marketing capabilities across Southeast Asia. 

According to the announcement, the deal is subject to customary closing conditions. Financial terms remain undisclosed.

HEPMIL serves more than 450 brands through its network of more than 3,000 creators with a total reach exceeding one billion across six Southeast Asian markets. The company employs more than 300 people and has experienced double-digit growth since its founding in 2015.

The acquisition aligns with Publicis’ strategy to strengthen its position in a region where influencer marketing spend is projected to grow between 12% and 15% over the next five years, potentially exceeding $1.4 billion by 2030, according to data cited in the announcement.

Integration of Data and Creator Networks

Publicis plans to combine HEPMIL’s creator relationships with its data capabilities, particularly Epsilon’s identity graph spanning more than 800 million consumer profiles in Southeast Asia. This integration aims to deliver data-driven influencer marketing solutions as the region increasingly adopts social-first approaches.

“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,” said Arthur Sadoun, Chairman and CEO of Publicis Groupe.

According to Business Times, HEPMIL’s origins go back to popular meme page SGAG, established in 2012, along with regional spin-offs MGAG and PGAG targeting Malaysia and the Philippines. These platforms collectively reach approximately 70 million people across Southeast Asia.

The acquisition follows Publicis’ recent purchases of influencer marketing platforms Influential (reportedly for about $500 million) and Captiv8 (for a reported $150 million). The company also acquired Brazil-based BR Media Group earlier this year.

Operational Structure

HEPMIL will continue to operate as a brand while working closely with Publicis teams throughout Southeast Asia. Karl Mak, CEO and co-founder of HEPMIL Media Group, who established the company with Adrian Ang, will continue to lead the operation.

Jeffrey Seah, Vice Chairman of HEPMIL, said the acquisition will strengthen Publicis’ influencer marketing capabilities, particularly as the industry moves beyond traditional Google and Facebook advertisements.

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