Publicis Groupe moves to expand influencer marketing reach with BR Media Group acquisition

Publicis Groupe has announced a definitive agreement to acquire BR Media Group, a major influencer marketing firm in Latin America. The acquisition is positioned to strengthen Publicis’ presence in the region’s growing digital marketing sector, where influencer-driven campaigns are increasingly gaining traction.

Operating from Brazil since its founding in 2012, BR Media Group has built a network encompassing over 500,000 content creators, including a significant portion of Latin America’s top influencers. The company works with more than 500 brands, offering services that span influencer marketing, social media strategy, and direct-to-creator partnerships. Its expertise extends to both macro and micro-influencers, making it a notable player in the digital advertising landscape.

The deal aligns with Publicis Groupe’s broader strategy of integrating data-driven marketing with influencer engagement. BR Media Group’s proprietary technology, supported by billions of data points and multiple data sources, is expected to enhance Publicis’ ability to execute targeted influencer campaigns. The integration of BR Media’s platform with Epsilon’s identity-based marketing tools will enable brands to refine audience segmentation, improve campaign measurement, and develop personalized content strategies.

With influencer marketing expanding at a faster rate than traditional media across Latin America, the acquisition is intended to help Publicis clients strengthen their social media strategies. Companies working with Publicis will have access to tools that optimize audience engagement, unify influencer and content management, and link media investments with e-commerce strategies. The move is also expected to reinforce Publicis’ position in social-first marketing, allowing brands to adapt to changing consumer behaviors.

The acquisition marks another step in Publicis Groupe’s ongoing expansion efforts in Latin America. It follows the company’s purchase of Retargetly in 2022, aimed at enhancing Epsilon’s data capabilities, and the acquisition of Practia to bolster business transformation services. By adding BR Media Group to its portfolio, Publicis is increasing its ability to offer integrated marketing solutions that merge data-driven decision-making with creative content production.

Arthur Sadoun, Chairman and CEO of Publicis Groupe, stated that the Latin American market remains a key focus for the company, having demonstrated strong growth in recent years. He emphasized that the acquisition of BR Media Group supports Publicis’ ambition to deliver end-to-end influencer marketing solutions, particularly as the company continues to invest in innovative marketing strategies amid shifts in the global advertising industry.

Gabriela Onofre, CEO of Publicis Groupe Brazil, highlighted how the acquisition enhances the company’s ability to develop culturally relevant marketing strategies. She pointed to the potential for deeper audience insights and trend analysis, which can be leveraged to shape more effective influencer-driven campaigns.

Celso Ribeiro, co-founder and CEO of BR Media Group, expressed optimism about joining Publicis Groupe. He noted that the company’s global media expertise, combined with data-driven marketing solutions, presents new opportunities for connecting brands with audiences in more authentic ways.

The transaction is pending regulatory approval from Brazilian authorities and the completion of customary closing conditions. If finalized, the acquisition is expected to further consolidate Publicis Groupe’s role in influencer marketing across Latin America.