Consolidation Brings Industry-leading
Playbook, Technology and Partnerships
from Flagship
Influencer Agency Brand to Clients Across OMG's Global
Footprint
NEW
YORK, April 22, 2025 /PRNewswire/ -- Omnicom
Media Group (OMG), the media services division of Omnicom (NYSE:
OMC) is consolidating all its influencer marketing capabilities
globally under the Creo brand. With this move, OMG is putting the
integrated "influencers as a media channel" playbook at the core of
its global influencer offer to clients; and enabling clients across
all of its markets to benefit from Creo's first- mover data
partnerships across the influencer ecosystem.
Responding to business outcomes and measurement challenges in a
fragmented market segment, Creo's integrated approach leverages the
data assets within Omni – the open operating system that supports
all Omnicom agencies – to enable more relevant creator discovery,
more precise planning and measurement, and a more direct connection
between creator 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.
In select markets, the capabilities will operate as OMGCreo.
Global influencer marketing spend has more than tripled since
2020, with the market expected to reach $33
billion US in 20251 - up 37% from $24 billion in 2024.
Since launching as full-service influencer marketing agency
three years ago, Creo has been applying its "influencers as a media
channel" approach to campaigns for brands like Mountain Dew, Delta,
and State Farm, elevating influencer strategies in the marketing
mix, and expanding opportunities for influencers within media
activation.
At the same time, Creo is advancing both its offer to
brands and the state of the art through a series of first-mover
collaborations with leading social and commerce platforms -
including data partnerships with Amazon, Google, Instacart,
Snap and Tik Tok that bridge
the gap between creators and commerce, expedite the path from
creator to purchase, and leverage the increasing role that
influencers play in search.
The consolidation will be boosted by the recent launch of three
new first-to-market capabilities within Omni:
- The Creator Briefing Tool utilizes Google Gemini to enable
creators to leverage Omni audience, cultural and brand data to
ideate and visualize content, and get instant feedback on how their
approach aligns to the brief, target audience and current cultural
moment.
- The Creo Influencer Agent is a new AI-powered influencer
selection tool that taps into millions of cultural data signals
from Omni's Q cultural intelligence suite to quickly identify
influencers who align with brand goals, audience insights, and
cultural trends.
- The Omni Creator Performance Predictor utilises first-mover
access to a new Meta API and leverages machine learning to predict
which organic branded content on Instagram will deliver superior
performance if boosted with paid media, as measured against
awareness, consideration, or conversion objectives. In alpha tests
of the Creator Performance Predictor, assets selected by the tool
for promotion improved performance by +38% in comparison to those
assets selected manually.
About Creo
Creo, an Omnicom Media Group agency, is as a data-driven,
end-to-end influencer marketing agency that leverages the power of
Omni - the open operating system that supports all Omnicom agencies
– to approach influencer marketing like a media channel that can be
planned, measured and optimized to deliver impact at all levels of
the marketing funnel. For more information visit creo.com.
About Omnicom Media Group
Omnicom Media Group (OMG),
the media services division of Omnicom (NYSE: OMC), delivers
transformational experiences for consumers, clients, and talent.
Powered by the Omni marketing orchestration system, OMG connects
best -in-class capabilities that enable our full-service
media agencies OMD, PHD and Hearts & Science to deliver
more relevant and actionable consumer experiences; more productive
and proactive client experiences; and more collaborative
and rewarding talent experiences for the more than 26,000
people serving the world's leading brands in OMG agencies around
the globe. For more information visit omnicommediagroup.com.
1 Statista Research, March
2025
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SOURCE Omnicom Media Group
