Mumbai: Publicis Groupe has signed a definitive agreement to acquire HEPMIL Media Group, Southeast Asia’s leading influencer and creator agency.
Founded in 2015 in Singapore, HEPMIL serves over 450 brands and partners with 3,000+ creators across six Southeast Asian markets, reaching over 1 billion consumers. The company’s popular digital media platforms — SGAG, MGAG, and PGAG — have built a combined audience of over 70 million. Through the HEPMIL Creators Network (HCN), the group has championed creator-led storytelling and culturally relevant content, fueling double-digit growth since inception.
The influencer marketing sector in Southeast Asia is projected to grow 12–15% annually, surpassing USD 1.4 billion by 2030. The acquisition will merge HEPMIL’s creator ecosystem and social-first content expertise with Publicis’ Lotame and Epsilon ID graphs, which span 800 million consumer profiles across the region. This integration will create a data-driven influencer marketing powerhouse, uniting social strategy, influencer management, and cross-platform content optimization for measurable business outcomes.
Publicis Groupe Chairman & CEO Arthur Sadoun said, “Following our acquisitions of Influential and Captiv8, we’re doubling down on data-led creator marketing in one of the world’s most dynamic regions. By combining HEPMIL’s creator reach and content expertise with Publicis’ data and media capabilities, we’re building Southeast Asia’s first end-to-end influencer solution.”
Amrita Randhawa, CEO of Publicis Groupe Singapore & Southeast Asia, added, “No one has yet brought together the full spectrum of influencer and data-driven marketing capabilities in the region — until now. HEPMIL’s creator roots and Publicis’ AI and data strengths will ensure every dollar of social spend delivers genuine growth.”
Karl Mak, Co-founder & CEO of HEPMIL Media Group, said, “What began as a dream at Singapore Management University is now evolving into our next growth chapter. Partnering with Publicis will unlock immense value for our clients, creators, and teams.”
HEPMIL will retain its brand identity and collaborate closely with Publicis Groupe teams across Southeast Asia. The deal is subject to customary closing conditions.
