Omnicom unifies global influencer capabilities under Creo

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Omnicom Media Group (OMG), the media services division of Omnicom, is bringing its global influencer marketing capabilities together under the Creo brand. This strategic shift aims to centralise influencers as a primary media channel in their offerings globally, enabling clients to potentially benefit from Creo’s claimed data partnerships within the influencer ecosystem.

According to OMG, Creo's integrated strategy intends to address measurement challenges in the influencer market by utilising data from Omni, Omnicom's open operating system. This approach is expected to enhance the discovery of creators, improve planning and measurement, and fortify connections between creators and consumer actions.

“With influencers playing an outsized role in how consumers discover, experience and ultimately choose a brand, we’re bringing together the deep capabilities that we have built in this space – across all of our regions – under a single brand and approach to ensure that every client, in every market can access the same industry-leading talent, tools and technology to build influencer partnerships that unlock brand growth,” said OMG CEO Florian Adamski.

Don't miss: Is influencer marketing forcing traditional agencies out of the game?

In some markets, these capabilities will operate under the name OMGCreo.

The global influencer marketing sector has been growing, with spending expected to reach US$33 billion by 2025, up from US$24 billion in 2024. Since its launch as a full-service influencer marketing agency three years ago, Creo has implemented its "influencers as a media channel" method in campaigns for brands such as Mountain Dew, Delta, and State Farm.

The company claims this strategy enhances influencer marketing within the marketing mix and broadens media activation opportunities. Creo is currently advancing through collaborations with major social and commerce platforms, including data partnerships with Amazon, Google, Instacart, Snap, and TikTok. These partnerships aim to bridge the gap between creators and commerce and expedite the pathway from creator to purchase.

The consolidation includes the introduction of three new capabilities within Omni: The creator briefing tool, the Creo influencer and the Omni creator performance predictor.

The creator briefing tool uses Google Gemini to aid creators in harnessing Omni data for content ideation and feedback. The Creo influencer agent is an AI tool that aligns influencers with brand goals and cultural trends using cultural data signals. Lastly, the Omni creator performance predictor leverages a new Meta API to forecast which Instagram content will perform well when boosted with paid media.

OMG is not the only network to have undertaken similar strategies. In 2024, Publicis Groupe acquired influencer marketing platform Influential to authentically connect brands to audiences by developing, deploying, and optimising creator-driven digital campaigns. The move came as influencer marketing revolutionises the media and advertising industry and has become a ubiquitous growth driver for brands due to the channel’s unique ability to meaningfully connect with their customers.

Similarly, Havas acquired Wilderness, a UK-based social-first marketing agency in March 2024. The acquisition integrated Wilderness into Havas Play. The move aimed to supercharge Havas' global social offering and enhance its existing capabilities to help clients connect with audiences through meaningful content and experiences.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

share on