Weber Shandwick Acquires Obviously in $900M Deal, Reshaping PR and Influencer Marketing

The $900 million merger of Weber Shandwick and obviously creates the most powerful integrated agency in public relations and influencer marketing, redefining how brands engage audiences in the digital era.

Weber Shandwick, one of the world’s leading public relations firms, has announced a $900 million acquisition of obviously, a top influencer marketing agency. The deal positions the combined entity as the largest integrated agency at the intersection of PR and the creator economy, signaling a shift in how brands approach digital engagement. As influencer marketing matures into a core strategy for major companies, this merger aims to streamline brand storytelling across traditional media, social platforms, and emerging content ecosystems. With Obviously proprietary AI-driven influencer analytics and Weber Shandwick’s deep expertise in reputation management, the partnership is poised to offer brands unprecedented control over narrative amplification and audience engagement.

Industry analysts view this move as a direct response to increasing demand for measurable ROI in digital campaigns. With regulatory scrutiny on sponsored content tightening, brands must navigate authenticity and compliance challenges while maintaining impactful consumer connections. By integrating PR-driven messaging with data-backed influencer insights, Weber Shandwick and obviously seek to create a model that maximizes transparency and credibility in brand partnerships.

This development also signals a broader trend: the consolidation of PR and influencer marketing firms to enhance operational efficiencies and offer end-to-end services. As the digital economy evolves, companies must adapt their marketing strategies to leverage both traditional and next-generation media effectively. For businesses, this merger underscores the need for a hybrid approach to brand communication—one that blends earned media with influencer-driven content to shape public perception and drive engagement in a competitive digital landscape.