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INFLUENCER MARKETING

Publicis Groupe buys world’s biggest influencer-marketing agency

By our African Marketing Confederation News Team | 2024

French-based multinational wants to take leadership of influencer marketing and ‘be at the centre of the new media ecosystem’.

Publicis Groupe, the French multinational advertising and public relations company that owns the likes of Saatchi & Saatchi and Leo Burnett Worldwide, is buying the influencer-marketing giant, Influential. 

 

US-based Influential runs a network of more than 3.5-million creators, including a claimed 90% of the global influencers who have 1-million or more followers. The company services around 300 brands. 

 

According to unconfirmed media reports, the deal is worth around US$500-million. It should be concluded by the end of August, subject to regulatory approvals. 

 

Publicis will use Influential’s platform in conjunction with Epsilon, its own marketing-technology business. 

Photo: Ivan Samkov from Pexels

“Not only does this acquisition mean we will take the leadership of Influencer marketing. It also uniquely positions us at the centre of the new media ecosystem,” says Publicis CEO, Arthur Sadoun.  

 

“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.” 

 

An outstanding team of talent 

 

Sadoun says Influential is, above all, an outstanding team of talent at the 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.” 

 

Adds Ryan Detert, CEO of Influential: “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.” 

 

According to Publicis, Influencer marketing is revolutionising the media and advertising industry and has become a ubiquitous growth driver for brands due to the channel’s unique ability to meaningfully connect with their customers.  

 

By 2025, social media spend is expected to reach $186-billion, exceeding global linear TV ad spend for the first time, with influencer marketing as its fastest growing segment.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.