Publicis Groupe Indonesia acquires Inter Pariwara Global and iLab Indonesia

Publicis Groupe Indonesia has acquired Inter Pariwara Global and iLab Indonesia in a move that strengthens its media capabilities and deepens its footprint in one of Southeast Asia’s fastest-growing markets.

The agencies will be integrated under Spark Foundry Indonesia, adding around 150 media professionals to the network and expanding its offering across both global and local client portfolios.

The acquisition is positioned as part of Publicis Groupe’s broader push to combine local market expertise with its global data, technology and innovation capabilities, with the aim of delivering more integrated and future-ready solutions for clients in Indonesia.

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Amrita Randhawa, CEO of Publicis Groupe Singapore and Southeast Asia, said the move reflects the group’s continued confidence in the market at a time when parts of the industry are pulling back.

“Indonesia is one of the most important and high-potential markets in Southeast Asia, and this acquisition reflects our continued commitment and optimism for its future at a time when much of the industry seems focused on divestment," said Randhawa.

"This allows us to combine deep local expertise with the full power of our global capabilities in data, technology and innovation. Together, we are building a stronger, more future-ready offering for our clients," she added. 

The transaction is subject to customary closing conditions.

The expansion builds on Publicis Groupe’s wider investments across the region, including Lotame in the data and identity space, HEPMIL in influencer marketing, and its artificial intelligence initiatives such as the APAC AI Hub in partnership with the Singapore Economic Development Board. Together, these capabilities are designed to strengthen the group’s connected ecosystem and future-proof its operations across Southeast Asia.

Beyond the region, Publicis has also continued to position itself as a leader in the shift toward AI-driven marketing transformation. Most recently, it acquired LiveRamp in a US$2.2 billion all-cash deal. 

The deal builds on its 2019 acquisition of Epsilon, which gave the group a major identity and first-party data platform. LiveRamp adds clean rooms, data connectivity, marketplace capabilities and a wider partner network, creating what Publicis argues will be a stronger foundation for enterprise AI and agentic business transformation.

The group has been one of the most aggressive in reshaping its model around data and AI infrastructure, with LiveRamp expected to add another layer to its ecosystem by enabling clients to build proprietary data assets through secure collaboration across merchants, publishers, payment networks and supply chains.

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