Publicis acquires influencer management and content agency Hepmil Media Group
Local media company HEPMIL Media Group is set to be acquired by French communications giant Publicis Groupe, which has signed a definitive agreement for the deal. The valuation of the acquisition was undisclosed.
According to a report from Marketing-Interactive, the deal will combine HEPMIL’s expertise in building digital communities and managing local creators with Publicis Groupe’s data capabilities, while seeing HEPMIL continue to operate under its own brand.
The move strengthens Publicis’ influence marketing and creator-led content capabilities across Southeast Asia—a key region for clients that are increasingly adopting a social-first approach, the group noted.
“We’re doubling down on data-driven creator marketing in what is a highly strategic region for Publicis and our clients,” said Arthur Sadoun, chairman and chief executive officer of Publicis Groupe.
The company noted that influencer marketing is projected to grow between 12% and 15% annually in Southeast Asia over the next five years, with spending likely to exceed US$1.4 billion by 2030. With HEPMIL’s strong regional presence and creator network, the acquisition positions it to capitalise on this growth.
Founded in 2015 by Karl Mak and Adrian Ang (SGAG’s “Xiao Ming”), HEPMIL started as a meme and humour platform before expanding into regional arms MGAG (Malaysia) and PGAG (Philippines).
Over the years, it has evolved into a full-fledged media and influencer network serving more than 450 brands and connecting over 3,000 creators through its Hepmil Creators’ Network (HCN). Its combined content platforms, including SGAG, MGAG, and PGAG, now reach more than 70 million followers across the region, with campaigns that blend local humour, creator content, and branded storytelling.
The company has remained profitable since its inception.
HEPMIL CEO Karl described the acquisition as “the start of the agency’s next phase of growth.” “This opportunity to work with the entire team in Publicis Groupe Southeast Asia and globally is going to unlock so much more value for our business, client partners, creator network and our employees,” he added.
Publicis has moved to acquire a range of entities in the last 24 months, including US-based influencer marketing companies Influential, Captiv8, and Singaporean communications agency AKA Asia.
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Featured Image Credit: Hepmil Media Group/ Vulcan Post
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