In a strategic move to deepen its footprint in Southeast Asia’s fast-growing creator economy, global advertising giant Publicis Groupe has announced its decision to acquire Hepmil Media Group — the Singapore-based digital media and influencer marketing company best known for Southeast Asia’s viral content and youth-driven creator networks.
Founded in 2015, Hepmil has grown into one of the region’s most influential digital platforms, working with more than 450 brands through a network of over 3,000 creators across Singapore, Malaysia, Indonesia, the Philippines, and beyond. The company rose to prominence through brands like SGAG, MGAG, and PGAG, and later evolved into a data-driven creator commerce ecosystem tapping into TikTok, YouTube, Instagram, and live shopping platforms.
For Publicis Groupe — parent to agencies such as Leo Burnett, BBH, and Saatchi & Saatchi — the acquisition is a clear play to supercharge its presence among Gen Z and millennial consumers in one of the world’s youngest and most digital-first regions. Southeast Asia’s influencer-led content economy is projected to cross USD 4 billion by next year, fuelled by social commerce, micro-creators, and platform-agnostic entertainment.
Industry observers see the deal as a response to the growing demand from global brands for local cultural fluency — not just reach — and for commerce-driven content that converts directly to sales. Hepmil’s ability to produce viral, platform-native UGC-style content at scale, and to monetise it through creators, live commerce, and performance-driven influencer campaigns, aligns with Publicis Groupe’s “Power of One” model integrating creative, media, and tech.
Post-acquisition, Hepmil will retain its leadership and brand identity, with expansion expected across Thailand and Vietnam, while bringing its creator network into Publicis’ global brand ecosystem.
The move signals Publicis Groupe’s aggressive bet on the future of culture-led marketing — where influence is local, content is co-created, and conversion happens in real time.
