Publicis Groupe announced today the acquisition of Influential, the world’s largest influencer marketing company by revenue. The deal brings together two industry giants to create a formidable force in the creator economy.
Founded in 2013, Influential has built a robust platform powered by AI with over 100 billion data points. The company’s network of 3.5 million creators, including a vast majority of influencers with over a million followers, has been instrumental in connecting top brands with their target audiences through innovative digital campaigns.
A match made in digital heaven
By joining forces with Publicis Groupe, Influential gains access to the extensive resources and global reach of one of the world’s leading marketing and communications companies. The partnership is expected to accelerate the growth of influencer marketing and redefine industry standards.
For Publicis, this acquisition aligns perfectly with its strategic vision to empower brands in a fragmented media landscape. By combining Influential’s creator expertise with Publicis’ data-driven insights from Epsilon, the combined entity aims to deliver unparalleled marketing solutions that drive tangible business results.
“This acquisition not only strengthens our leadership in influencer marketing but also positions us at the center of the new media ecosystem. By merging Influential’s creator network with our Epsilon data, we can offer clients an unprecedented level of consumer understanding and engagement,” said in a statement Arthur Sadoun, CEO of Publicis Groupe.
Ryan Detert, Founder and CEO of Influential, shared his excitement, emphasizing the opportunity to shape the future of influencer marketing. “Joining forces with Publicis Groupe will enable us to deliver even greater value to our clients by combining our technology, expertise, and creator network with their global reach and resources,” he said.
The influencer economy takes center stage
The influencer marketing industry has experienced explosive growth in recent years, driven by the increasing influence of social media on consumer behavior. By 2025, social media spend is expected to reach $186 billion, exceeding global linear TV ad spend for the first time, with influencer marketing as its fastest growing segment, according to Publicis Groupe.
The combination of Publicis Groupe and Influential is expected to accelerate this trend, providing brands with the tools and expertise needed to thrive in the creator economy.
As the ecosystem grows, the total addressable market of the creator economy could roughly double in size over the next five years to $480 billion by 2027 from $250 billion today, according to Goldman Sachs.
The acquisition is expected to close in late August 2024, subject to customary closing conditions and regulatory approvals.
