Publicis Groupe expands in Latin America with influencer agency acquisition

Publicis Groupe has agreed to acquire influencer marketing and content agency BR Media Group for an undisclosed sum.

Described by Publicis as “Latin America’s largest influencer marketing company” (by revenue, reach and headcount), BR Media Group has a network of more than 500,000 creators. This includes 80% of the region’s leading influencers and partners, with more than 500 global and local clients. 

The deal is a strategic investment for Publicis, as Latin America delivered double-digit growth for it last year, and it is expected to be a strong contributor to Publicis' performance again in 2025.

Publicis Groupe's rival holding company Omnicom added 2800 jobs in Latin America last year, but also cut 3000 roles globally.

Publicis’ acquisitions in the influencer space, which included Influential in the US last year, have been credited as one of the key reasons Santander opted to appoint it to handle media and creative duties earlier this year.

Arthur Sadoun, chairman and chief executive of Publicis Groupe, said it is “building the region’s only end-to-end creator solution" through the acquisition of BR Media Group.

Its capabilities will also link to Publicis' data arm, Epsilon, which Publicis said comes at a time when “the marketplace is increasingly taking a social-first approach”.

Sadoun added: “At a moment when the industry is focused on cost savings, we are investing for our clients in innovative products and services that will accelerate their differentiation and growth. We are doubling down on our status as a ‘Category of One’ to continue to re-invent the sector in every one of our regions.” 

Sadoun’s "Category of One" is a reference to the narrative that Publicis has managed to “extract itself from the pack” in recent years as well as being a play on its “Power of One” strategy.

Celso Ribeiro, co-founder and chief executive of BR Media, will continue to act as chief executive of the agency following its acquisition, and will report to Gabriela Onofre, chief executive of Publicis Groupe Brazil.

Onofre said: “The acquisition of BR Media propels us to a uniquely differentiated position in the market, enhancing our ability to build cultural relevance for our clients. With this deal, we can better capture insights, identify trends, and integrate these elements into an effective influence strategy for the brands we work with.”