Singapore – Publicis Groupe has entered into a definitive agreement to acquire HEPMIL Media Group, an influencer agency in Southeast Asia that partners with more than 450 brands and 3,000 creators across the region.
Founded in 2015 in Singapore, HEPMIL traces its roots to its media platforms SGAG (established in 2012), MGAG, and PGAG, which collectively reach over 70 million people across Southeast Asia. The agency’s focus on creator-led storytelling, culturally relevant content, and long-term relationships through its HEPMIL Creators Network (HCN) has supported its consistent double-digit growth since inception.
Today, HEPMIL has a total creator reach of more than 1 billion across six Southeast Asian markets.
“HEPMIL started as a dream at Singapore Management University for Adrian Ang, my co-founder, and me to start our own business,” Karl Mak, CEO and co-founder of HEPMIL Media Group, said. “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.”
The acquisition marks Publicis Groupe’s latest move to strengthen its position in Southeast Asia’s fast-growing influencer marketing sector, which is projected to expand by 12% to 15% over the next five years, with total spending expected to surpass USD 1.4 billion by 2030.
The deal will bring together HEPMIL’s expertise in building digital communities and platform-native branded content with Publicis Groupe’s data capabilities through Lotame and Epsilon’s ID graph, which spans over 800 million consumer profiles in the region. The combination aims to enhance Publicis’ data-driven influencer marketing solutions for clients taking a social-first approach.
According to Publicis Groupe, the acquisition will provide clients with access to a creator practice that integrates social and audience strategy, influencer management, and data-led content creation. It will also enable unified measurement of social and influencer campaign performance across platforms and formats, ensuring brand-safe and targeted engagement.
Arthur Sadoun, chairman and CEO of Publicis Groupe, shared, “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.”
He added, “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 SoutheastAsia’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 real, measurable business outcomes. I’m delighted to welcome the outstanding HEPMIL teams to the Publicis family.”
The transaction is subject to customary closing conditions. HEPMIL will continue to operate under its brand and collaborate closely with Publicis Groupe teams across Southeast Asia.
Also speaking on the acquisition, Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia, said, “Parts of the solution that is right for clients exist in all parts of the 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 have 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,” she added.
