Publicis Groupe announces acquisition of Influential
By Oluwaseyi Lawal
Publicis Groupe has signed an agreement to acquire Influential, a leading influencer marketing company and platform that connects brands to audiences through creator-driven digital campaigns.
Influential, the largest influencer marketing company by revenue, boasts an AI-powered platform with over 100 billion data points and a network of more than 3.5 million creators. It currently serves over 300 brands globally and provides data on 90% of influencers with over 1 million followers.
Influencer marketing is transforming the media and advertising landscape, becoming a key growth driver for brands by enabling meaningful customer connections. By 2025, social media spending is projected to reach $186 billion, surpassing global linear TV ad spend, with influencer marketing as its fastest-growing segment.
Influential’s unique approach allows brands to source high-quality digital creators, develop impactful creative strategies, and optimize digital media to achieve real-world results.
By integrating Influential’s capabilities with Epsilon’s data and identity assets and Publicis Groupe’s scale, we aim to offer ID-driven influencer marketing leadership to all our clients through premium creator network; a brand-safe marketplace connecting top brands with a diverse array of creators and their audiences, revolutionized Influencer Planning that helps to leverage Epsilon’s consumer insights to identify creators who can effectively connect brands to their target customers across the internet and lastly maximized cross-channel outcomes; a unified, AI-powered platform that measures the impact of social campaigns across digital and affiliate channels, enhancing customer experiences and driving better business results.
Led by Founder and CEO Ryan Detert, Influential will be integrated centrally within Publicis Groupe, empowering all clients with leading technology, expertise, and influencer marketing services.
Ryan Detert, CEO of Influential, stated, “Joining Publicis Groupe is an exciting opportunity. We look forward to combining our technologies to deliver unmatched influencer identification, content creation, amplification, and measurement for our clients, and to shaping the future of influencer marketing together.”
Arthur Sadoun, CEO of Publicis Groupe, added, “We are delighted to welcome Influential to the Publicis family. With its advanced AI platform, extensive data, and vast network of creators, Influential brings exceptional talent and capabilities. This acquisition not only positions us as leaders in influencer marketing but also centralizes us in the new media ecosystem. By combining Epsilon’s data, Connected TV, Commerce, and now Creators, we enable our clients to understand and engage their customers across all channels, driving transformative marketing outcomes.”
The transaction is expected to close in late August 2024, subject to customary closing conditions and regulatory approvals.
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