Paris-based Publicis Groupe, which, among others, owns the Leo Burnett and Saatchi & Saatchi ad agencies, is expanding its influencer-marketing services with the acquisition of California-based Captiv8 for $150 million.
Captiv8, with a network of 15 million creators globally, uses its proprietary AI-powered technology to enable brands to manage and measure their influencer strategies.
This acquisition follows the recent purchasing of Las Vegas-based Influential, a company that connects influencers and advertisers. In addition, Publicis acquired BR Media, a Brazilian influencer marketing agency and content company.
Influencer marketing spending in the U.S. is expected to reach $10.52 billion in 2025 (up from $9.15 billion in 2024), and Publicis wants to tap into this growing type of marketing services.
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