Publicis Groupe’s long-term focus on data, AI, and creator collaborations is delivering tangible results in Southeast Asia, as the group accelerates capability-building through targeted acquisitions and strategic investments amid shifting market dynamics.
Publicis Groupe’s long game in data, AI and creator-economy integrations is starting to show clear returns in Southeast Asia, the group’s Singapore and SEA chief told a regional industry forum, framing recent acquisitions as tactical moves to close capability gaps rather than flashy expansion for its own sake.
Speaking on Marketing Connected’s Agency Agenda, Amrita Randhawa contextualised Publicis’ headline claim that “eight out of ten media dollars are now driven by AI,” clarifying the figure refers to the connected-media portion of the business: “Identity (ID) powered media and the intersection of that with customer relationship management (CRM) influenced commerce to build one single view of customer and one view of exposure to outcomes.” According to the original report, Randhawa said this convergence is especially pronounced in Southeast Asia where e‑commerce, social and influencer channels are accelerating client expectations for “simplicity and sustainability of solutions” that leapfrog legacy models. [1]
Randhawa stressed that Publicis’ edge is not in standalone “shiny tools” but in a decade of foundational investment in data and technology. “If you want to build an advantage for an AI world, AI is nothing without data.” She warned that “It cannot work with subpar data. You will get subpar results because AI hallucinates with poor quality data.” Industry data and recent corporate moves back that view: Publicis’ multi‑year, tech‑heavy transformation, including large-scale investments and acquisitions, has aimed to broaden identity graphs and first‑party data capabilities as the basis for AI-driven media and measurement. [1][4]
Those investments have been matched by targeted M&A to plug specific capability gaps. Randhawa described the approach bluntly: “I do not think clients will wait for us to build and that has been a predominant philosophy.” The acquisition of HEPMIL Media Group , the Singapore-based influencer and creator network behind properties such as SGAG , was presented as an example of that philosophy in action. Publicis has said HEPMIL, founded in 2015, serves more than 450 brands and a network of over 3,000 creators reaching in excess of one billion users across six Southeast Asian markets; the agency will continue to operate as a named brand while working closely with Publicis teams across the region. Randhawa highlighted Hepmil’s “authenticity of connection and understanding of what really works” as the strategic rationale. [1][2][3][5]
The HEPMIL deal sits alongside larger data plays. In March, Publicis agreed to acquire Lotame, a data and ID technology firm, a move that the company says will expand its individual consumer profiles from about 2.3 billion to 4 billion and bolster its identity-driven targeting worldwide. That transaction, and other recent investments, form part of what analysts describe as a decade-long, multi‑billion euro pivot toward data, technology and AI that underpins the group’s product and commercial strategy. Publicis executives frame these moves as enabling a closer coupling of creator-led storytelling with measurement and outcome-based media planning. [4]
Randhawa emphasised cultural fit and business rationale as conditions for successful acquisitions: “It is always about where client growth is coming from and whether we have the capability to match that growth or not.” Reporting on the HEPMIL sale noted the fee was undisclosed, and that Publicis intends to integrate HEPMIL’s creative and social expertise with the Groupe’s data assets to offer an end‑to‑end influencer solution , from strategy and influencer management to data‑led content creation and measurable business outcomes. [3][5]
Publicis is pursuing these bets as market conditions evolve. The group signalled a slower organic growth outlook for 2025 even as it remains confident in its ability to outperform peers, reflecting the transitional phase between legacy advertising models and the identity‑driven, AI‑enabled ecosystem it has been building. Against that backdrop, Randhawa framed 2026 as an acquisition and growth opportunity: “It is an incredible time for Publicis to go after market share,” she said, adding that the region still has “loads of market share left in the tank” for the Groupe to pursue. The combination of expanded data assets, creator reach and regional talent creates the conditions Publicis believes are necessary to translate AI‑led capability into commercial share. [7][1]
Taken together, Publicis’ public statements and recent transactions portray a deliberate strategy: invest in identity and data infrastructure, bolt on specialist creative and creator capabilities where needed, and use AI as the execution layer that ties measurement to commerce outcomes. As Randhawa put it, talent and data are the twin pillars of that effort , and in Southeast Asia, where social commerce and influencer channels are scaling rapidly, the payoff is already visible in how the Groupe is reconfiguring its regional offer. [1][2][4]
📌 Reference Map:
##Reference Map:
- [1] (Marketing-Interactive) – Paragraph 1, Paragraph 2, Paragraph 3, Paragraph 6, Paragraph 7
- [2] (Publicis Groupe press release) – Paragraph 3, Paragraph 6
- [3] (The Business Times / regional reporting) – Paragraph 3, Paragraph 5
- [4] (Reuters) – Paragraph 2, Paragraph 4, Paragraph 7
- [5] (Provoke Media) – Paragraph 5
- [7] (Reuters) – Paragraph 6
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
9
Notes:
The narrative is recent, published on 29 October 2025. The acquisition of HEPMIL Media Group was announced on the same date. The report provides fresh insights into Publicis Groupe’s strategic moves in Southeast Asia. No evidence of recycled content or significant discrepancies with earlier publications. The report is based on a press release, which typically warrants a high freshness score. No earlier versions show different figures, dates, or quotes. No similar content appeared more than 7 days earlier. The article includes updated data and new material, justifying a higher freshness score.
Quotes check
Score:
10
Notes:
The direct quotes from Amrita Randhawa and Arthur Sadoun are unique to this report. No identical quotes appear in earlier material, indicating original content. No variations in quote wording were found. No online matches for these quotes were found, suggesting potentially original or exclusive content.
Source reliability
Score:
8
Notes:
The narrative originates from Marketing-Interactive, a reputable industry publication. The report is based on a Publicis Groupe press release, which is a direct source of information. The report includes direct quotes from Amrita Randhawa and Arthur Sadoun, both of whom hold significant positions within Publicis Groupe. No unverifiable entities or individuals are mentioned.
Plausability check
Score:
9
Notes:
The claims about Publicis Groupe’s acquisition of HEPMIL Media Group and its strategic focus on data and AI in Southeast Asia are consistent with recent industry developments. The narrative aligns with Publicis Groupe’s known strategies and recent acquisitions, such as the acquisition of Lotame in March 2025. The language and tone are consistent with corporate communications. No excessive or off-topic details are present. The report lacks specific factual anchors like names, institutions, and dates, but this is typical for a press release-based report.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is recent, original, and based on a reputable source. The claims are plausible and consistent with known industry developments. No significant credibility risks were identified.
