Publicis Groupe has entered into an agreement to acquire São Paulo-based BR Media Group to expand influencer marketing capabilities in Latin America. 

The acquisition, expected to close in March, follows Publicis’ July 2024 purchase of Influential, the largest influencer marketing agency by revenue globally.

BR Media Group maintains a network exceeding 500,000 creators across Latin America, including relationships with 80% of the region’s top influencers. The agency serves 500 global and local brands, including Unilever, McDonald’s, SC Johnson, Amazon, and Visa, among its client roster. 

The company’s proprietary MIS platform enables brands to discover and manage campaigns with nano and micro influencers, attracting clients such as Heinz, L’Oréal, Diageo, Sony, and TikTok.

Founders Danilo Basso and Celso Ribeiro will retain their positions, with Ribeiro continuing as CEO. The agency plans to operate independently following the acquisition, building on an eight-month strategic partnership between the companies.

In a press statement, Publicis Groupe Chairman & CEO Arthur Sadoun

“Latin America is a very important market, both for our clients and for Publicis,”,, said in a press release. “But we’re not standing still. I’m thrilled to welcome Celso and his outstanding teams across BR Media Group to Publicis.”

Market Growth Underpins Regional Strategy

Latin American influencer marketing investments reached $1.12 trillion in 2024, representing 12.6% year-over-year growth, according to Fluvip data. To put this into perspective, the U.S. market was valued at $24 billion in 2024 and is projected to reach $32.5 billion in 2025, as reported by Influencer Marketing Hub.

BR Media Group joins Publicis’ recent Latin American acquisitions, including data unit Epsilon’s expansion through Retargetly in 2022 and tech company Practia in 2023. Publicis reports 23% organic net revenue growth in Latin America for 2024, with connected media representing 60% of net revenue.

“Our activities [in Latin America] delivered double-digit growth last year and will strongly contribute to our performance again in 2025,” noted Sadoun. “Together [with BR Media], we are building the region’s only end-to-end creator solution, boosted by Epsilon’s data and embedded in our unique media ecosystem.”

“The media strength, creative firepower, and data-driven capabilities of [Publicis] Group will boost our ability to deliver value to our clients, creating unprecedented opportunities by connecting brands and communities authentically and strategically,” Ribeiro said in the release.

Publicis states that the transaction is subject to the satisfaction of customary closing conditions, including regulatory approvals of Brazilian authorities.