Publicis Groupe has announced its acquisition of Influential, the leading influencer marketing platform. Influential, which boasts a proprietary AI-driven technology and a network of over 3.5 million creators, will enhance Publicis Groupe’s capabilities in influencer marketing. The platform serves over 300 brands globally and provides access to 90% of influencers with over 1 million followers.
Influencer marketing is a rapidly growing segment, with social media ad spend expected to surpass TV ad spend by 2025. The acquisition will integrate Influential’s strengths with Publicis Groupe’s data and scale, including its Epsilon assets, to deliver advanced influencer marketing solutions.
The deal will create a premium creator network, revolutionize influencer planning, and maximize cross-channel outcomes with AI-powered tools. Influential’s CEO, Ryan Detert, expressed excitement about joining Publicis Groupe, while Arthur Sadoun, CEO of Publicis Groupe, highlighted the strategic advantages of the acquisition in leading the new media landscape.
The acquisition is anticipated to close in late August 2024, pending regulatory approvals and other conditions.