Publicis Groupe to acquire Influential for $500 million
The company has a vast network of more than 3.5 million creators, encompassing 90% of global influencers with over one million followers.
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French advertising giant Publicis Groupe has announced its plans to acquire Influential, one of the largest influencer agencies, in a $500 million deal. This acquisition aims to enhance Publicis' ability to connect brands with their target audiences through strategic influencer campaigns. Las Vegas-based Influential was co-founded in 2013 by Ryan Detert, who will continue as Influential's CEO at Publicis.
Influential operates a proprietary AI-driven platform powered by over 100 billion data points. The company has a vast network of more than 3.5 million creators, encompassing 90% of global influencers with over one million followers. Influential’s roster of 300 clients includes Google, AB InBev, Amazon, McDonald’s, and General Mills.
Arthur Sadoun, CEO of Publicis Groupe, said, “Beyond its proprietary AI-powered platform, 100 billion data points, unrivaled network of over 3 million creators, and access to 90% of influencers with over one million followers, Influential is, above all, an outstanding team of talent at the cutting edge of their sector.”
Sadoun further added, “With the new creator economy set to exceed linear TV in ad spend 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.”
According to a report from Citigroup, the creator economy was estimated to be worth $66.2 billion in 2023, a number projected to hit $74 billion this year. Meanwhile, ad spend on social media is expected to outpace broadcast and cable TV ad spend by next year.
According to the company’s financial reports, Influential generated an estimated $150 million in revenue last year, up from $100 million in 2022. In recent years, it has devised influencer-marketing campaigns for advertisers including Hilton, Walt Disney Co.’s Hulu, and McDonald’s.
Influential CEO Ryan Detert expressed his enthusiasm about the acquisition, saying, “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.”
