Publicis Expands LATAM Footprint with Acquisition of BR Media Group

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Publicis Groupe has acquired Brazil-based influencer and content agency BR Media for an undisclosed sum.

The purchase gives the French holding group a stronger foothold in the Latin American (LATAM) market, which delivered double-digit growth for Publicis Groupe in 2024.

Founded in 2012, BR Media Group counts more than 500 brands among its clients, including McDonald’s, Chevrolet, and Sanofi. Its website claims it has access to a network of over 500,000 creators including “80% of the region’s leading influencers.”

The business has several offshoots, offering influencer matching and relationship management services, as well as content solutions and access to a creative studio.

Celso Ribeiro, co-founder and chief executive of BR Media, will continue to act as CEO, reporting to Gabriela Onofre, chief executive of Publicis Groupe Brazil.

A focus on LATAM

BR Media Group and Publicis will build an “end-to-end creator solution,” boosted by Epilson, Publicis’ data powerhouse which can identify trending topics and consumer insights.

The purchase forms Publicis’ wider ambition to differentiate itself from its holding company rivals as a group that offers services between marketing transformation and business transformation, or as its chairman and CEO Arthur Sadoun describes it, “a category of one.”

“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,” Sadoun said in a statement. “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.”

The acquisition of BR Media Group follows Publicis’ purchases of LATAM data and tech business Retargetly in 2022 and Argentinan tech company Practia in 2023.

Retail media and digital video are driving growth in the region, bolstered by countries including Brazil and Mexico. Per eMarketer, spending on the former is projected to reach $5 billion in 2028, almost triple the amount projected in 2024.

Publicis Groupe is combining its Leo Burnett and Publicis Worldwide agencies into one creative network called Leo.

Publicis Groupe kicked off the year with an internal merger, combining its Leo Burnett and Publicis Worldwide agencies into one creative network called Leo, continuing a wave of consolidation taking place across the industry.

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Publicis Expands LATAM Footprint with Acquisition of BR Media Group

A focus on LATAM

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