HyperM Korea merges with Roots N Wings to tie brand work to sales data

A Korean PR and brand agency has merged with a data specialist built on credit card and telecoms data, and the aim is simple: be judged on sales, not just reach.

Seoul-based HyperM Korea has merged with Roots N Wings, a data and performance marketing firm. Terms were not disclosed.

The two firms

HyperM was founded in 2002 by Mina Jeong and works across brand strategy, PR, consulting and integrated communications. It set up an AI Marketing Institute in 2019 and, according to The Elec, became independent of its global network in April. PRovoke reports revenue of $14.2 million last year and named it among its 44 Best Agencies in Asia for 2026.

Roots N Wings was founded in 2023 by Jaeyoung Jang, who spent 15 years in Korea's credit card big data sector, including as head of Shinhan Card's Big Data Institute. It targets audiences using card and telecoms consumer data and also offers performance media, marketing automation, and answer and generative engine optimisation. It has built its own AI tools for video content and marketing analytics.

How it will work

The combined firm runs with three CEOs: Harry Kim on PR, Jang on digital marketing and the AI institute, and Joon Kim on consulting and integrated marketing. Roots N Wings staff keep serving their existing clients. The first target sectors are healthcare, financial services, retail and beauty.

Jeong told PRovoke the merger lets HyperM "take responsibility for a much broader part of the customer journey." It is the same move many communications firms are making worldwide: add hard data and performance skills so the work can be measured in conversions.

Sources: PRovoke Media, The Elec