Publicis Groupe has finalized an agreement to acquire Influential, recognized as the world's largest influencer marketing company by revenue, with reports estimating the deal at $500 million.
Influential boasts a network of over 3.5 million creators, including 90% of global influencers with one million followers or more. The agency currently partners with more than 300 brands worldwide. Publicis plans to integrate Influential's platform with consumer insights from its martech unit, Epsilon, to help clients identify influencers that resonate meaningfully with their target audiences.
With nearly half of consumers making purchases influenced by marketing from social media personalities—and growing trust in these influencers—Publicis’s acquisition underscores the sector's critical role in the future of marketing. According to Publicis, global social media spending is projected to reach $186 billion by 2025, surpassing linear television ad spending for the first time.
This influencer marketing segment is a significant contributor to that growth. By acquiring Influential and combining it with Epsilon's capabilities, Publicis aims to provide clients access to a roster of high-quality, highly followed digital creators. Epsilon's insights encompass over 2.3 billion individuals globally.
“Not only does this acquisition position us at the forefront of influencer marketing, but it also places us at the heart of the new media ecosystem,” stated Publicis CEO Arthur Sadoun. “This is how we empower brands in a fragmented media landscape and drive marketing transformation that delivers tangible business results.”
With Influential, Publicis will offer clients access to a vast network of over 3.5 million creators, enhanced planning capabilities using Epsilon’s consumer data, and improved cross-channel marketing opportunities. Influential’s Founder and CEO, Ryan Detert, will play a key role within Publicis, focusing on utilizing these tools for client benefit.
The announcement of Publicis’s acquisition came just a day after Stagwell revealed its acquisition of digital influencer marketing agency Leaders and its InfluencerMarketing.AI platform. Such developments may signal a wave of similar acquisitions in the coming months, as the creator marketplace becomes increasingly integral to the marketing landscape.
“Creator marketing has become a vital component of every major brand’s marketing strategy, and the consolidation of top boutique players by holding companies over the past four years demonstrates a serious commitment to a more integrated approach to creator collaborations,” stated Ryan Stern, co-founder and CEO of Collectively, in an emailed response.
“Today, major brands expect all their partner agencies to have a deep understanding of creators and how to effectively utilize them across various channels and contexts. The ongoing consolidation by holding companies reflects the urgent need for these businesses to adapt quickly,” he added.
Earlier this month, Publicis reported a 5.6% year-over-year increase in organic growth for Q2 2024, with net revenue reaching approximately $3.8 billion. This robust performance prompted the agency to revise its full-year growth forecast to a range of 5-6%, an increase from previous estimates of 4-5% growth.