Omnicom Media Group Unifies Global Influencer Marketing Capabilities Under Creo Brand

Omnicom Media Group (OMG), the media services division of Omnicom (NYSE: OMC), today announced the global consolidation of its influencer marketing capabilities under the Creo brand. This strategic move reinforces OMG’s commitment to treating influencer marketing as a measurable media channel—empowering clients worldwide with access to Creo’s advanced data partnerships and performance-driven influencer strategies.

By centralizing all influencer services under a unified brand, OMG aims to provide a consistent, data-backed approach to influencer marketing across all markets. Clients will now benefit from Creo’s unique position as a first mover in leveraging proprietary data integrations and performance measurement within the influencer ecosystem.

“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 Florian Adamski, CEO of Omnicom Media Group.

In certain markets, these services will be branded as OMGCreo, aligning with local business operations while maintaining a cohesive global identity.

Influencers as a Media Channel: A Strategic Shift

The influencer marketing industry has seen exponential growth, with global spending projected to reach $33 billion by 2025—up from $24 billion in 2024. In response to this growing opportunity and the increasing demand for measurable outcomes, Creo’s integration within OMG delivers scalable solutions that connect influencer activity directly to business performance.

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Since its inception three years ago as a full-service influencer agency, Creo has led campaigns for notable brands such as Mountain Dew, Delta, and State Farm. These initiatives have elevated influencers’ roles within the broader media mix while expanding their impact in omnichannel activations.

At the forefront of innovation, Creo has developed exclusive partnerships with major social and commerce platforms—including Amazon, Google, Instacart, Snap, and TikTok—to streamline the path from creator content to consumer purchase. These collaborations help bridge the gap between brand storytelling and real-time shopping behavior, reinforcing the increasing influence of creators in search and commerce.

Powering the Future with First-Mover Capabilities

This global unification is further bolstered by the recent introduction of three cutting-edge tools within OMG’s Omni platform—designed to bring AI, data, and cultural intelligence directly into influencer campaign planning and performance optimization:

• The Creator Briefing Tool: Powered by Google Gemini, this tool allows creators to tap into Omni’s audience, brand, and cultural insights to ideate content that aligns with the campaign brief, target demographics, and current trends—while receiving real-time feedback to guide creative direction.
• The Creo Influencer Agent: An AI-driven influencer discovery tool that draws from Omni’s Q cultural intelligence suite, this capability analyzes millions of cultural data signals to match brands with influencers who naturally align with their audience and objectives.
• The Omni Creator Performance Predictor: Leveraging early access to a new Meta API and advanced machine learning, this tool forecasts which organic branded Instagram content will perform best when supported by paid media. In initial testing, content identified by this tool outperformed manually selected assets by 38% on key metrics like awareness, consideration, and conversions.

As influencer marketing continues to evolve into a critical performance-driven channel, OMG’s unified approach through Creo positions it at the forefront of the next era in advertising—where data, creativity, and cultural resonance converge to deliver scalable brand growth.