Publicis Groupe has acquired Influential, an influencer marketing company and AI-powered platform serving more than 300 brands.
The business is said to be the largest influencer marketing company in the world by revenue and has a network of more than 3.5 million creators, including access to and data on 90% of global influencers with 1 million plus followers.
Commercial details of the acquisition haven't been released but the Wall Street Journal quoted sources as saying $US500 million.
“The reason why this is so important for our clients is that they understand now that what others say about their brand is sometimes more important than what they say themselves,” Publicis CEO Arthur Sadoun said.
Social media ad spend is expected to reach $186 billion in 2025, exceeding global linear TV ad spend for the first time, with influencer marketing as its fastest growing segment.
Influential, led by founder and CEO Ryan Detert, will be positioned centrally within Publicis.
"Not only does this acquisition mean we will take the leadership of Influencer marketing," said Sadoun.
"It also uniquely positions us at the centre of the new media ecosystem.
"By combining our Epsilon data, which allow us to see 2.3 billion people around the world, with connected TV, commerce, and now creators, we can enable our clients to truly know and understand their customers and prospects, and engage with them on a one-to-one basis, wherever they are, both online and offline.
"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.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.