Publicis Groupe has announced the acquisition of HEPMIL Media Group, Southeast Asia’s leading influencer agency, marking a major move to strengthen its data-driven creator marketing capabilities in one of the world’s fastest-growing digital regions.
Founded in 2015 in Singapore, HEPMIL is best known for its viral content platforms SGAG, MGAG, and PGAG, which together reach over 70 million people across the region. Through its HEPMIL Creators Network (HCN), the agency represents more than 3,000 creators across six Southeast Asian markets, serving over 450 brands with a combined creator reach exceeding 1 billion.
The acquisition positions Publicis Groupe at the forefront of influencer marketing in Southeast Asia, a sector projected to grow by 12% to 15% annually, with spending expected to surpass USD 1.4 billion by 2030.
By combining HEPMIL’s creator-led storytelling expertise with Publicis’ data and identity assets—including Lotame and Epsilon’s ID graph, which covers more than 800 million consumer profiles in the region—the Groupe aims to deliver a comprehensive, ID-driven influencer marketing solution.
According to Arthur Sadoun, Chairman & CEO of Publicis Groupe, the acquisition builds on the company’s earlier purchases of Influential and Captiv8, extending its leadership in connected influencer platforms.
“Through the combination of HEPMIL’s reach, content expertise and social platforms with the power of Publicis’ identity graph and media ecosystem, we’re building Southeast Asia’s first end-to-end influencer solution,” Sadoun said. “This enables clients to unite social strategy, influencer management and cross-platform content to deliver creator solutions that drive measurable business outcomes.”
Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia, said the acquisition addresses a key gap in the market by bringing together fragmented influencer marketing capabilities under one roof.
“HEPMIL’s origins as the creators of some of Southeast Asia’s most loved consumer content have redefined how brands can show up natively and authentically,” Randhawa said. “Now powered by Publicis’ AI, data and platform expertise, we will ensure every dollar of clients’ social and influence spend is genuine, accountable and growth-driven.”
Karl Mak, CEO and Co-founder of HEPMIL Media Group, described the acquisition as a milestone moment for the company he co-founded with Adrian Ang.
“HEPMIL started as a dream at Singapore Management University and has grown into a regional powerhouse,” Mak said. “This partnership with Publicis Groupe will unlock new value for our business, client partners, creator network and employees.”
HEPMIL will continue to operate under its own brand while working closely with Publicis Groupe teams across Southeast Asia.
With this acquisition, Publicis Groupe deepens its regional footprint and accelerates its ambition to deliver social-first, data-led influencer marketing solutions for global and regional clients.