HyperM Korea Joins Roots & Wings to Link AI Marketing With Business Results
HyperM Korea has merged with data and performance marketing firm Roots & Wings, adding consumer analytics, marketing automation and AI search expertise to its communications business. The combination is intended to connect brand strategy and storytelling more directly with customer acquisition and measurable outcomes, including purchases, repeat business and customer lifetime value.
Key takeaways
The merger brings Roots & Wings’ data and AI tools into HyperM’s integrated communications offering, with an initial focus on data-intensive industries.
Roots & Wings founder Jaeyoung Jang will lead HyperM’s digital marketing practice and AI Marketing Institute.
The combined company plans to serve healthcare, financial services, retail and beauty clients first.
Roots & Wings staff will continue working with their existing clients, who can also access HyperM’s PR, consulting and integrated marketing services.
A broader marketing offering
HyperM’s existing strengths in brand strategy, public relations, consulting and integrated communications will be combined with Roots & Wings’ capabilities in data-led targeting, performance media, marketing automation and AI search optimization. The expanded services are designed to span strategy, content creation, advertising operations and performance analysis.
HyperM said the approach will extend beyond visibility and reach to business measures such as conversion, repeat purchases and customer lifetime value. Chief executive Mina Jeong said the company aims to support brands from discovery and trust-building through to customer choice.
Roots & Wings adds data and AI tools
Founded in 2023, Roots & Wings specializes in targeted marketing informed by credit card and telecommunications data. Jang previously spent 15 years working with big data in Korea’s credit card industry, including leading Shinhan Card’s Big Data Institute.
The company has also developed proprietary tools for AI-assisted video production and marketing analytics. Its video system automates parts of campaign planning, production and adaptation for different channels. Its analytics platform brings together advertising results and customer behavior data to help marketers optimize campaigns in real time.
Leadership and initial priorities
Jang will oversee HyperM’s digital marketing practice and its AI Marketing Institute. The merger also establishes a three-part leadership structure covering public relations, digital marketing, and consulting and integrated marketing communications.
The first integrated services will target sectors where data can play a significant role in customer decisions, including healthcare, finance, retail and beauty. Existing Roots & Wings clients will retain their current teams and services while gaining access to HyperM’s broader capabilities.
HyperM’s evolution
Founded in 2002, HyperM has expanded from its public relations roots into digital and integrated marketing. It established its AI Marketing Institute in 2019 and has developed expertise in AI search visibility, including Answer Engine Optimization and Generative Engine Optimization. The company became independent from a global network group in April 2026, according to Chosunbiz.
The merger is the latest step in HyperM’s shift toward a wider marketing consultancy model, combining communications with data-informed efforts to influence customer behavior and business performance.
Sources
HyperM Korea Merges With Roots N Wings To Build Data And AI Marketing Capabilities, PRovoke Media.
HyperM Korea merges with Roots & Wings to expand AI-driven marketing, Chosunbiz.