Publicis Groupe Acquires Influential to Lead in Influencer Marketing

By The Malketeer 

Extensive Creator Base of Over 3.5 Million Content Producers

In a strategic move to enhance its influencer marketing capabilities, French holding group, Publicis, has announced the acquisition of creator marketing agency, Influential.

The deal, expected to be finalised by late August, will provide Publicis with access to an extensive creator base of over 3.5 million content producers.

A Deep Dive into Influential’s Capabilities

Influential, renowned for its AI-powered technology platform, boasts over 100 billion data points and a network covering 90% of global influencers with over 1 million followers.

This acquisition positions Publicis to leverage these vast resources to offer unparalleled influencer identification, content creation, amplification, and measurement services to its clients.

A Synergistic Partnership

Ryan Detert, the founder and CEO of Influential, expressed his enthusiasm about the partnership, stating, “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 marketing services and define the next era of this industry together.”

Centralising Expertise for Enhanced Service Delivery

With the acquisition, Influential will be integrated centrally within Publicis.

This strategic placement will allow Publicis’s teams to harness Influential’s technology and expertise, enhancing their ability to deliver comprehensive influencer marketing services.

Strengthening Publicis Groupe’s Market Position

Arthur Sadoun, CEO of Publicis Groupe, said,“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.”

By integrating Influential’s capabilities with Publicis’s Epsilon data, which covers 2.3 billion people globally, the group aims to provide brands with deeper customer insights and engagement strategies, bridging online and offline channels.