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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