Publicis Groupe has entered into a definitive agreement to acquire HEPMIL Media Group, Southeast Asia’s leading influencer, content, and social agency. Founded in 2015 in Singapore, HEPMIL has served over 450 brands through partnerships with more than 3,000 creators, reaching an audience of over one billion across six Southeast Asian markets.
The acquisition has combined HEPMIL’s creator-first expertise and community-building capabilities with Publicis Groupe’s data ecosystem, including Lotame and Epsilon’s ID graph spanning over 800 million consumer profiles in the region. The integration has positioned Publicis Groupe to deliver data-led, brand-safe, and measurable influencer campaigns in one of the world’s fastest-growing digital markets.
HEPMIL’s media platforms, SGAG, MGAG, and PGAG, have become key cultural touchpoints for over 70 million users in the region. The agency has grown steadily since inception by focusing on culturally relevant storytelling and fostering long-term relationships with creators through the HEPMIL Creators Network (HCN).
With influencer marketing projected to grow between 12% and 15% annually in Southeast Asia, reaching a spend of USD 1.4 billion by 2030, the acquisition has enabled Publicis Groupe to offer an end-to-end influencer solution that unites social strategy, influencer management, and data-led content creation.
Arthur Sadoun, Chairman and CEO, Publicis Groupe, said, “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.”
Amrita Randhawa, CEO, Publicis Groupe Singapore and Southeast Asia, said, “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
