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French advertising and public relations major Publicis Groupe has announced the acquisition of Hepmil Media Group, the Singapore-based parent company of SGAG and an influencer, content, and social agency across Southeast Asia, for an undisclosed sum.
The acquisition will combine Hepmil’s expertise in digital community-building and creator management with Publicis’s data and identity assets, including Lotame and Epsilon’s ID graph, which spans over 800 million consumer profiles in the region.
Through this integration, the French firm aims to strengthen its position in identity-driven influencer marketing, establishing what it calls the region’s first creator practice that unifies social and audience strategy, influencer management, and data-powered content creation.
The partnership will allow brands to measure cross-channel outcomes and execute brand-safe, data-led campaigns targeting high-value audiences.
The Hepmil acquisition follows Publicis’s global expansion of its influencer capabilities. Earlier this year, the company acquired influencer platform Captiv8, adding it to its existing partnership with Influential, forming what Publicis calls the world’s largest creator network.
Combined, Captiv8 and Influential provide access to over 15 million creators worldwide, boasting over one million followers, and use AI-driven technology alongside Epsilon’s identity data to deliver unified creator strategies across platforms and markets.
In 2021, Hepmil secured US$10 million in a Series A round of financing led by Quest Ventures, Pavilion Capital and Bent Pixels.
