Hepmil Group

What Hepmil Group does

Hepmil Group (legal entity: HEPMIL Media Group Pte Ltd) is a Singapore-headquartered network of technology-driven media companies founded in 2012 by Karl Mak and Adrian Ang, operating across six Southeast Asian markets (Singapore, Malaysia, Philippines, Thailand, Vietnam, and Indonesia). The company's core offering is full-service influencer marketing, content creation, and social media agency services, connecting brands with a network of 1,000+ creators reaching 3B+ followers. Its portfolio includes four owned localized humor content platforms — SGAG (Singapore, launched 2012), MGAG (Malaysia, launched 2015), PGAG (Philippines, launched 2018), and MRCI (Indonesia) — collectively generating 39M+ weekly views, plus Milu Dinosaur (Chinese-language variety entertainment) and We The Future (Filipino creator collective). Complementary service lines include HEPMIL Creators' Network (creator agency), Limpeh Studios (production facility rental in Singapore), Reserved Media (premium media inventory), Bent Pixels Asia (YouTube-focused JV formed in 2021), and a Social Commerce offering.

The business operates a hybrid revenue model combining professional services (branded content campaigns, creator talent management), advertising sales across owned content platforms, transaction-fee-based YouTube ad revenue optimization, and unit-priced studio rentals ($60-$145/hr). Proprietary technology includes a Creator Dashboard for analytics and payments, a Content ID/Digital Rights Management system for monetizing or blocking stolen content, royalty-free music libraries, and audience development plugins. Distribution is primarily direct sales to enterprise brands and agencies, supplemented by self-serve creator recruitment through online sign-up forms and dedicated advertising inquiry portals. On October 29, 2025, Publicis Groupe announced its acquisition of Hepmil to strengthen influencer marketing capabilities in Southeast Asia; the company continues to operate as a subsidiary of the French communications conglomerate.

Key enterprise customers span multiple verticals including fast food (Jollibee, McDonald's), consumer goods (Unilever), pharmaceutical (Unilab), entertainment (Disney, Sony Pictures), beverage (Carlsberg), beauty (3CE/L'Oreal), skincare (Myra), and technology (Salesforce). Notable campaign outcomes include 42.5M views and 484K+ engagements for the Jollibee Generation Joy campaign on TikTok/Instagram (Silver Award, 60th Anvil Awards) and multi-market launches for 3CE/L'Oreal across four SEA markets. The company is led by co-founders Karl Mak (CEO) and Adrian Ang (CCO), with regional General Managers across all six operating markets and a leadership team that includes CCO Cassi Yang, CIO Mushi Luke, and Group Financial Controller Eugene Khong.

Name

Hepmil Group

Legal name

HEPMIL Media Group Pte Ltd

Website

https://hepmil.com

Company type

Private

Founded year

2012

Operating status

Acquired

Headcount range

251–500 employees

Short description

Hepmil Group is a Singapore-headquartered full-service influencer marketing and content creation agency operating across six Southeast Asian markets, connecting brands to a network of 1,000+ creators and four owned content platforms reaching 3B+ followers. Acquired by Publicis Groupe in October 2025.

Ownership category

akta.pro rank

Product category

Influencer Marketing & Creator Advertising

NAICS

Advertising Agencies (541810), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Influencer/Creator Marketplaces & Brand Deal Platforms (MPACABAI)

akta.pro secondary industry

Creator Licensing & Rights Monetization (UGC Licensing, Music/Video Rights) (MPACAFAK)

Keywords

• Influencer marketing services
• Creator network platform
• Branded content campaigns
• Social media advertising
• Creator talent management

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Branded Content Campaigns: Revenue from creating branded content with creators for brands, working with their existing client pool to produce sponsored content.
2. Platform Advertising: Revenue from selling advertising inventory across their owned content platforms (SGAG, MGAG, PGAG, MRCI) to brands targeting their millions of weekly viewers.
3. Studio Rental (Limpeh Studios): Rental of fully equipped studio spaces including Blackbox, Light Room, and Limpeh's House for photoshoots, podcasts, and video projects. Hourly and package pricing available.
4. YouTube Ad Revenue Optimization: Working with world's top brands to target ads against channels in their network at higher CPMs, raising overall ad revenue for creators with no additional work required from them.
5. Creator Talent Management: Channel setup/launch strategy, channel management/optimization, and YouTube support services for creators.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Hepmil Media Group is a full-service influencer marketing, content creation and social media agency that connects brands with over 1,000 creators across six Southeast Asian markets (Singapore, Malaysia, Philippines, Thailand, Vietnam, Indonesia). The company operates owned comedy and entertainment content platforms (SGAG, MGAG, PGAG, MRCI), a creator talent network (HEPMIL Creators' Network), a YouTube-focused joint venture (Bent Pixels Asia), and physical studio facilities (Limpeh Studios), delivering branded content campaigns, platform advertising, creator management, and reserved media to enterprise clients.

Product overview

HEPMIL Media Group is a network of technology-driven media companies offering a comprehensive suite of services across Southeast Asia. The company operates through multiple content platforms (SGAG in Singapore, MGAG in Malaysia, PGAG in the Philippines, MRCI in Indonesia, Milu Dinosaur for Chinese audiences, and We The Future creator collective), a creator agency arm (HEPMIL Creators' Network connecting brands to 1000+ creators), studio services (Limpeh Studios), and media inventory (Reserved Media). The ecosystem also includes Bent Pixels Asia joint venture for YouTube creator empowerment. Services span influencer marketing, content creation, social commerce, branded content, creative production, and creative strategy across 6 markets.

Differentiator

Problem solved

Functional benefit

Brands

• SGAG: Singapore's leading comedy brand reaching millions with hyper-localised memes and videos
• MGAG
• PGAG
• MRCI
• Milu Dinosaur
• We The Future
• Bent Pixels Asia

Products and services

• HEPMIL Creators' Network (HCN) Digital creator agency connecting comedy and entertainment creators across Southeast Asia with brands to co-create content, providing monetisation opportunities, creator development, and branded content campaigns.
• SGAG Leading comedy brand in Singapore reaching more than 15 million users monthly with hyper-localised humour through memes and short videos; functions as an advertising platform for brands targeting Singaporean Gen Z and millennials.
• MGAG Millennial and Gen Z-centric comedy brand in Malaysia reaching more than 9 million users monthly with localised humour through memes and short videos; advertising platform for brands targeting Malaysian youth audiences.
• PGAG Go-to comedy brand in the Philippines engaging and entertaining more than 15 million Millennials and Gen Zs monthly with hyper-localised memes and videos; advertising platform for brands targeting Filipino youth audiences.
• MRCI

Quantifiable outcome

• 42.5 million views and 484,000+ engagements for Jollibee Generation Joy campaign on TikTok and Instagram
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered major and minor.

• Publicis GroupemajorOthers · 29 October 2025Publicis Groupe announced acquisition of Hepmil Media Group to strengthen its influencer marketing capabilities in Southeast Asia. The deal combines Hepmil's regional expertise and creator network with Publicis' data and media solutions.
• Gardens By The Bay (Singapore)minorStrategic or Co-development PartnerPartnership for Avatar 2 movie experience exhibit, where Hepmil transported creators from MY, PH, ID, TH & VN to create branded content and livestreams.
• KlookminorStrategic or Co-development PartnerTravel experiences app partner for Avatar 2 campaign, enabling creators to experience and promote the exhibit.

Scale indicators12 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Gushcloud International: Singapore-headquartered influencer marketing and talent management agency operating across SEA, with creator representation, branded content and social commerce offerings that closely mirror Hepmil's HCN and content services.
• AnyMind Group: Tokyo-founded APAC creator-economy and marketing platform with strong SEA presence, offering influencer marketing, content production and D2C enabler tools that overlap directly with Hepmil's creator network and social commerce services.
• CARRO: Bangkok-headquartered social commerce and influencer marketing platform operating across SEA, combining creator-driven commerce, branded content and shoppable campaigns analogous to Hepmil's Reserved Media and Social Commerce offerings.
• Hashmeta: Singapore-based digital and influencer marketing agency offering performance marketing, KOL/influencer campaigns and content creation across SEA, competing for similar enterprise brand budgets and creator talent.

Emerging players

• Vamp: APAC influencer marketing platform connecting brands with creators through a self-serve marketplace; while less established than Hepmil, it targets the same enterprise and mid-market customers in the region.

Broad incumbents

• GroupM: WPP-owned global media investment group with significant SEA influencer and creator activation capabilities through Wavemaker, Essence and Mindshare; competes for the same enterprise brand mandates that Hepmil services in the region.
• Dentsu: Global advertising holding company with established SEA creator marketing offerings through Dentsu Creative and Merkle; represents the broader holding-company competitor set that Publicis now combines Hepmil to compete against.
• Ogilvy: WPP-owned global creative network with significant influencer and social-content capabilities in SEA; competes for integrated brand mandates where Hepmil's owned-platform reach is a differentiator.
• Starcom: Publicis-owned global media agency network that now sits alongside Hepmil within the same parent group, providing a channel for cross-leveraging Hepmil's creator network into Publicis media planning relationships across SEA.

Regional players

• Mad-Stars: Thailand-based influencer marketing and content agency focused on Thai-market creator campaigns; while not a direct SEA-wide competitor, it overlaps with Hepmil Thailand's branded content and KOL services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sgag.sg
• LinkedInlinkedin.com/company/hepmil-media-group
• Instagraminstagram.com/sgagsg

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries9 records

Funding overview

Funding rounds5 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hepmil Group