With nearly half of all consumers making purchases based on influencer marketing - and trust in influencers rising - Publicis's acquisition demonstrates the sector's importance for the future of marketing.
By acquiring Influential and pairing the platform with Epsilon, Publicis will be able to offer clients access to high-quality and highly followed digital creators, enhancing the marketing capabilities significantly.
"Not only does this acquisition mean we will take the leadership of Influencer marketing. It also uniquely positions us at the center of the new media ecosystem," said Publicis CEO Arthur Sadoun, highlighting the strategic positioning achieved through the acquisition.
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