Publicis Groupe to acquire leading influencer marketing company
Publicis Groupe has entered an agreement to acquire one of the world’s leading influencer marketing companies and platforms, Influential.
In a bid to authentically connect brands to audiences, the French holdco will develop, deploy and optimise creator-driven digital campaigns for its clients.
According to Publicis Groupe, Influential has a proprietary AI-powered technology platform with over 100 billion data points, a network of over 3.5 million creators, and is the world’s largest influencer marketing company in the world by revenue.
Influential’s differentiated offering is said to enable brands to source high-quality digital creators, curate impactful creative strategy, and activate, amplify and optimize digital media to drive real-world outcomes.
“I am thrilled for Influential to join Publicis Groupe – the world’s highest performing and most innovative holding company,” said the influencer marketing agency’s chief executive officer, Ryan Detert.
“We look forward to combining our complementary capabilities and technology to deliver unparalleled influencer identification, content creation, amplification, and measurement for our clients – and to defining the next era of influencer marketing together.”
Publicis Groupe’s chief executive, Arthur Sadoun, added: “It is a great pleasure to be welcoming Influential to the Publicis family. Beyond its proprietary AI-powered platform, 100 billion data points, unrivalled network of over 3 million creators and access and data on 90% of influencers with 1M+ followers, Influential is above all an outstanding team of talent at the very cutting edge of their sector.
“With the new creator economy set to exceed linear tv on ad spend in the next year, thanks to Influential we are able to fully embrace its outsized influence and put it at the service of all of our clients.
“Not only does this acquisition mean we will take the leadership of Influencer marketing. It also uniquely positions us at the centre of the new media ecosystem. By combining our Epsilon data, which allow us to see 2.3 billion people around the world, with connected TV, commerce, and now creators, we can enable our clients to truly know and understand their customers and prospects, and engage with them on a one-to-one basis, wherever they are, both online and offline.”
“It’s how we are putting power back into the hands of brands in a fragmented media landscape, and driving marketing transformation that delivers real business outcomes.”
The transaction is expected to close in late August 2024, subject to regulatory approvals.
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