Publicis Groupe, a French global advertising and PR company, has signed an agreement to buy HEPMIL Media Group, a Singapore-based influencer marketing agency.
Publicis said the deal will combine HEPMIL’s influencer expertise with Publicis’ strong data network, which includes Lotame and Epsilon’s ID graph covering over 800 million consumer profiles in Southeast Asia. This move will strengthen Publicis’ position in data-driven influencer marketing in the region, where brands are increasingly focusing on social media–first strategies.
With this acquisition, Publicis clients will gain access to the region’s only integrated creator network that connects social strategy, influencer management, and data-backed content creation. The partnership will also help brands measure and improve the real business impact of their social and influencer campaigns across different platforms.
Overall, the goal is to deliver safe, data-led, and impactful influencer campaigns that help brands reach the right audiences and drive future growth.
Founded in 2015, Hepmil Media Group works with more than 450 brands and 3,000 creators through its Hepmil Creators Network (HCN), reaching over one billion consumers across six Southeast Asian countries. The company started from popular local content platforms — SGAG, MGAG, and PGAG — which together have over 70 million followers.
Over the years, Hepmil has grown quickly by using creator-driven storytelling and local content that connects well with audiences in the region. Publicis expects the influencer marketing industry in Southeast Asia to grow by 12–15% each year, reaching US$1.4 billion in total spending by 2030.
After the acquisition, Hepmil will retain its brand name and work closely with Publicis Groupe’s teams across Southeast Asia to expand its reach and capabilities.
“After the acquisition of Influential 18 months ago and Captiv8 earlier this year, to build the world’s most powerful connected influencer platform, 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 CEO of Publicis Groupe.
He added that by combining Hepmil’s content and social capabilities with Publicis’s identity graph and media ecosystem, “we’re building Southeast Asia’s first end-to-end influencer solution, enabling clients to unite social strategy, influencer management and cross-platform content to deliver creator solutions that drive to real, measurable business outcomes.”
Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia, echoed this vision. “Parts of the solution that is right for clients exist in all parts of industry. But no one has brought everything together meaningfully in Southeast Asia. We will change that.”
“Hepmil’s origins as the creators of some of Southeast Asia’s most loved consumer content has helped redefine how brands can show up natively, authentically, and with real-time cultural relevance. Now powered by the AI, data and platform prowess of Publicis Groupe we will ensure every dollar of clients’ social and influence spend is genuine, accountable and in service of growth in Southeast Asia,” she added.
Karl Mak, CEO and co-founder of Hepmil Media Group, called the acquisition a major milestone for the company he started with Adrian Ang while they were students at Singapore Management University.
“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 said.
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