Can Publicis’ HEPMIL acquisition unlock new opportunities for boutique influencer agencies?

Publicis Groupe’s acquisition of Singapore-based HEPMIL Media Group marks a turning point in global and Southeast Asian influencer marketing. The deal combines HEPMIL’s deep cultural insight and creator network with Publicis’ global data capabilities, reflecting a broader wave of large networks acquiring local influencer marketing firms to strengthen regional reach.

Analysts MARKETING-INTERACTIVE spoke to say this strategy is shaping the next evolution of creator-driven marketing, influencing everything from innovation and creator diversity to the balance between boutique agencies and large integrated solutions.

The deal follows similar acquisitions in the region, including We Are Social’s purchase of Singapore-based Kobe, and illustrates how network agencies are consolidating local talent and platforms to expand its footprint. Hattie Marsden, an M&A advisor and founder of TruWater advisory, noted that “almost every active agency acquirer has been circling Southeast Asia for influencer deals in the past 12 months, and it was only a matter of time before one landed."

"No surprise it’s Publicis out front. Over the past two years, it’s consistently moved fastest and gone biggest, picking up the headline targets in every major market," she added.

Don't miss: Publicis Groupe to acquire SEA influencer agency HEPMIL

Marsden noted that this acquisition fits into a broader global strategy by Publicis. In 2024, the company acquired Influential, a US-based influencer platform valued at around US$500 million, leveraging AI and creator data. This was followed by the acquisition of Captiv8 in 2025, another US-based scalable creator platform, and BR Media Group in Latin America for regional dominance.

Each acquisition reflects Publicis’ goal of building end-to-end creator ecosystems. HEPMIL now represents the Southeast Asian chapter of this global roll-up. 

She added, "Publicis’ move on HEPMIL isn’t random. This isn’t just an ‘influencer agency anymore; it’s a creator-distribution network designed to plug straight into holding-company media systems."

What HEPMIL brings is what global platforms can’t fake—authenticity that runs deep across Southeast Asia.

HEPMIL’s track record demonstrates why global acquirers prize disciplined, culturally fluent founder teams that scale sustainably. Marsden highlighted that HEPMIL had been profitable since inception, reporting around SG$5 million in revenue and a profit in 2020, and later raising US$10 million in 2021 to accelerate regional growth. “Both Kobe and HEPMIL demonstrate what acquirers now prize—founder teams that combine cultural fluency with sustainable business models,” she said.

Shufen Goh, principal and co-founder of R3, added that HEPMIL’s value lies in its integration of local insight with global data capabilities. “Around the world, holding companies are acquiring partners that blend identity-led data capabilities with local influencer insight. In Southeast Asia, HEPMIL’s creator network and locally informed content complement Publicis’ data capabilities, creating a strong synergy between on-the-ground insight and data-driven marketing.”

Leela Nair, APAC managing director of Ebiquity, echoed this, calling the acquisition “a clear reflection of the accelerating consolidation trend in influencer marketing, where global agencies are building scale and technological sophistication by integrating local expertise.”

“From our experience at Ebiquity working closely with leading brands across Southeast Asia, this trend aligns with what we see in the market: brands increasingly demand transparency, measurable ROI, and optimisation of influencer spend alongside authentic local engagement,” she added. “Our recent work with leading APAC brands highlights the importance of balancing scale with cultural nuance—something HEPMIL’s community-driven approach embodies."

This balance, according to Nair, is critical in SEA, where influencer marketing has long been embedded in local consumer behaviour but is now evolving rapidly with AI-powered platforms and sophisticated analytics.

The evolution of influencer marketing

Influencer marketing is no longer a niche tactic; it has become a core pillar of brand strategy. The global market has grown from US$21 billion in 2023 to US$33 billion in 2025, and one in 10 brands now spend more than half of its marketing budget on creator-led campaigns, according to Statista. Platforms such as Influential and Captiv8 are turning creators into programmatic media channels that are measurable, repeatable, and integrated into brand operations.

In Southeast Asia, the evolution is particularly pronounced. “Influence here has always been local,” Marsden said. “Communities don’t just consume media—they engage with voices that reflect their cultural language, humour, and everyday micro-moments. From Singapore’s local-dialect satire to Thailand’s addictive short-form story content, creators build trust by speaking like insiders, not broadcasters.”

Goh added, “Globally, influencer marketing has evolved from one-off collaborations into a strategic pillar of brand building. In Southeast Asia, influence remains deeply rooted in community, local humour, and the nuances of cultural context. Authentic connection often matters more than sheer reach.”

Solomon Wan, regional commercial VP of Partipost, added that the acquisition reflects a broader global shift. “Influencer marketing has moved from being an experimental add-on to becoming a strategic pillar of brand communication. Major networks such as Publicis are actively consolidating capabilities in data, content, and creator ecosystems to build integrated marketing solutions."

He continued, “In Southeast Asia, this move validates the strength of the creator economy. The fact that one of the region’s most culturally resonant content groups such as HEPMIL is being acquired signals that large holding groups are now looking to buy into local creator authenticity rather than just media scale. It’s a sign that SEA’s influence-driven, community-based marketing models have matured and are now part of the mainstream global marketing playbook.”

Wan added that globally, influencer marketing is increasingly data-driven and outcome-oriented, but SEA has a cultural advantage. “Creators here act as cultural translators, bridging languages, local humour, and lifestyles across diverse markets. While global brands bring frameworks and data tools, execution depends on local networks and cultural understanding.”

While consolidation offers scale and access to tools, it also brings challenges. “Acquisition always looks scary from the outside. ‘Big network buys indie = culture dies’ is the expectation most entrepreneur sellers have. But for many founders, being acquired doesn’t kill creativity; it funds their next chapter," explained Marsden.

Nair cautioned that the risks are real if diversity and agility are not actively preserved. “Our research shows that as global networks absorb regional agencies, there is a real danger of reduced innovation and a narrower creator pool if diversity and agility are not protected. Brands must therefore insist on safeguards that maintain creative freedom, data transparency, and local authenticity. Certainly, it appears that Publicis is well aware of this risk and is managing the acquisition to avoid the pitfalls.”

Goh echoed this view but noted the potential downside:

Acquisition brings the risk of less agility and creative independence. Yet, when autonomy is preserved, integration can strengthen innovation rather than stifle it.

Operational realities are also a challenge. Marsden pointed out that merging a gig-economy creator world — where some people still get paid in gifts or barter — into a global company’s accounting system can make early-stage monetisation harder for micro-influencers, which could in turn impact creator diversity.

Is there room for both giants and boutiques?

Both Marsden and Goh see the market splitting into two distinct segments. “On one side, the giants — agencies folded into holding companies, running multi-market campaigns and pricing everything by data and delivery. On the other, the hyper-locals — small, profitable creators and IP owners commanding premium CPMs because their audiences engage and convert," Marsden explained.

She noted that there is room for both types of players. “Large networks win when brands need scale, cross-market consistency, and clean data pipes. Boutiques win when edge and authenticity matter more — when a brand wants to sound like it belongs, not like it’s broadcasting. The best boutiques will learn to plug into network infrastructure without losing creative soul, while the big groups will lean on indie talent to stay culturally fluent," Marsden added. 

On the other hand, Nair said that the future will likely be defined by hybrid models. “We expect to see large integrated solutions delivering scale and efficiency, complemented by boutique agencies offering speed, cultural relevance, and niche expertise. Ebiquity’s role is to ensure brands optimise influencer investments across this spectrum, driving both performance and authenticity in a rapidly evolving market.”

Goh reinforced this view, highlighting the balance between data and cultural nuance. “Success will come from combining precision with resonance, using data to target and authenticity to connect. Influencer marketing in Southeast Asia will become increasingly data-driven, measurable, and accountable. At the same time, agencies must ensure they do not lose local soul; the region’s diversity will continue to create space for niche, independent players to thrive.”

She summarised the strategic lesson succinctly: “Globally, networks recognise the value of SEA’s local creator culture as a way to engage a diverse consumer base while leveraging data to deliver measurable outcomes. The future of influencer marketing in this region will be defined by those who can combine scale with authenticity.”

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