Publicis Groupe has entered into an agreement to acquire Influential, an influencer marketing company and platform.  The agency aims to connect brands to audiences by developing, deploying, and optimising creator-driven digital campaigns.

According to a Publicis statement, Influential has a network of over 3.5M creators, including access to and data on 90% of global influencers with 1M+ followers and serves more than 300 brands around the world.

Led by founder and CEO Ryan Detert, Influential will be positioned centrally within Publicis Groupe, empowering all Publicis clients and teams with leading technology, expertise, and delivery of influencer marketing services.

Detert said, “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 identification, content creation, amplification, and measurement for our clients – and to defining the next era of influencer marketing together.”

Arthur Sadoun, CEO, Publicis Groupe, said, “It is a great pleasure to be welcoming Influential to the Publicis family. Beyond its proprietary AI-powered platform, 100 billion data points, unrivalled network of over 3 million creators and access and data on 90% of influencers with 1M+ followers, Influential is above all an outstanding team of talent at the very cutting edge of their sector. With the new creator economy set to exceed linear tv on adspend in the next year, thanks to Influential we are able to fully embrace its outsized influence and put it at the service of all of our clients."

He added, "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 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.”

The transaction is subject to the satisfaction of customary closing conditions including regulatory approvals and is expected to close in late August 2024.