Publicis Groupe to acquire Influential, to enhance AI-powered influencer marketing capabilities

Singapore – Publicis Groupe has entered into a definitive agreement to acquire Influential, the influencer marketing platform and company known for authentically connecting brands to audiences through the development, deployment, and optimisation of creator-driven digital campaigns.

With this acquisition, Publicis Groupe will leverage Influential’s AI-powered technology and extensive network of 3.5 million creators to source top digital talent, craft effective strategies, and optimise media. Influential’s platform, with over 100 billion data points and access to 90% of global influencers with over 1 million followers, currently supports more than 300 brands worldwide.

By integrating Influential’s platform with Epsilon’s data and Publicis Groupe’s scale, the company will lead in ID-driven influencer marketing. This synergy will enable brands to identify creators who resonate with their target audiences and manage investments across social, digital, and affiliate channels more effectively.

The enhanced offering includes a premium creator network providing brand-safe, direct connections between leading brands and millions of diverse creators and their audiences. It also features influencer planning, leveraging Epsilon’s deep consumer insights to identify creators who effectively connect brands with their target customers across the internet. Additionally, the acquisition will maximise cross-channel outcomes by unifying and measuring the impact of social campaigns across digital and affiliate channels through a singular, AI-powered platform, enhancing the customer experience, and driving superior business results.

Led by founder and CEO Ryan Detert, Influential will be positioned centrally within Publicis Groupe, empowering all Publicis clients and teams with leading technology, expertise, and the delivery of influencer marketing services.

Commenting on the acquisition, Detert said, “I am thrilled for Influential to join Publicis Groupe, the world’s highest-performing and most innovative holding company. 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.”

Arthur Sadoun, Publicis Groupe CEO, also shared, “It is a great pleasure to be welcoming Influential to the Publicis family. Beyond its proprietary AI-powered platform, 100 billion data points, an unrivalled network of over 3 million creators, and access to 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 adspend 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.” 

He added, “Not only does this acquisition mean we will take the leadership in influencer marketing, it also uniquely positions us at the centre of the new media ecosystem. By combining our Epsilon data, which allows 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 subject to the satisfaction of customary closing conditions, including regulatory approvals, and is expected to close in late August 2024.