Omnicom Media Group (OMG), the media services division of Omnicom (NYSE: OMC), has announced a global consolidation of all its influencer marketing capabilities under its dedicated influencer management brand, Creo. This strategic move aims to provide clients across OMG’s global footprint with a more integrated and effective approach to leveraging influencers as a key media channel.
By centralizing its expertise under Creo, OMG intends to streamline operations and ensure that all clients, regardless of their market, have access to the same advanced tools, technology, and data-driven strategies. This consolidation will leverage Omni, Omnicom’s open operating system and marketing orchestration platform, to address measurement challenges within the influencer marketing landscape. The integrated approach promises to enhance creator discovery, planning, and measurement, ultimately leading to more impactful and commercially successful influencer campaigns.
Creo will offer a suite of sophisticated solutions, including:
- Creo Influencer Agent: An AI-powered tool utilizing cultural data signals from Omni’s Q cultural intelligence suite to identify influencers aligned with brand goals.
- Omni Creator Performance Predictor: Leveraging machine learning and first-mover access to a new Meta API to predict the performance of organic branded content on Instagram if boosted with paid media. Alpha tests have shown a significant performance improvement using this tool.
- Creator Briefing Tool: Powered by Google Gemini, this tool enables creators to utilize Omni audience, cultural, and brand data for content ideation and receive instant feedback.
This global move signifies OMG’s commitment to the growing importance of influencer marketing, with the market projected to reach $33 billion USD in 2025. By unifying its capabilities under Creo, Omnicom aims to provide a more cohesive and powerful offering to its clients in this rapidly evolving space. In select markets, the capabilities will operate as OMGCreo.
Key Highlights:
- Omnicom Media Group (OMG) is consolidating all its global influencer marketing capabilities under the Creo brand.
- This move aims to offer clients a more integrated and data-driven approach to influencer marketing.
- Creo will utilize AI-powered tools within OMG’s Omni platform for better creator discovery, planning, and measurement.
- The consolidation reflects the increasing significance of influencer marketing in the global advertising landscape.