Omnicom Media Group (OMG), the media services division of Omnicom, is consolidating its influencer marketing capabilities in MENA under its dedicated influencer management brand, Creo. This move aligns with OMG’s global consolidation of influencer marketing services announced in April.

The MENA expansion brings OMG’s “influencers as a media channel” framework to operations across the Middle East, offering clients access to tools, technologies, and data-driven strategies developed globally but adapted to the region.

“With our region’s unparalleled growth in digital consumption and influencers playing an instrumental role in shaping brand perceptions, consolidating our influencer marketing capabilities under Creo ensures our clients can harness the full potential of this communication channel,” Elda Choucair, CEO of Omnicom Media Group, said in a press release.

Creo addresses measurement challenges in the influencer market by utilizing Omni, Omnicom’s open operating system and marketing orchestration platform. This integrated approach aims to improve creator discovery, planning, and measurement, while directly connecting creators’ actions to consumer responses.

The platform introduces solutions including the Creator Briefing Tool, which utilizes Google Gemini to help creators leverage Omni data; the Creo Influencer Agent, an AI-powered influencer selection tool; and the Omni Creator Performance Predictor, which uses Meta API access to predict content performance.

Leadership and Partnerships

OMG’s Anthony Nghayoui has been appointed to lead Creo in the MENA region. He has over 10 years of experience in social media, performance, and creator marketing and is a member of the IAB global creator economy task force and the ABG MENA influencer marketing committee.

Creo will leverage partnerships with leading platforms including Amazon, TikTok, Instagram, and Snapchat in the region, building on partnerships established globally since October 2024.

According to COMvergence’s “Global Media Agency New Business Barometer” for 2024, OMG was awarded approximately $7.7 billion in client billings, including $4.6 million in retained business, outperforming its nearest competitor by more than $1 billion.

OMG also demonstrated the highest retention rate in the industry, defending 74% of its billings in review compared to an industry average of 32%, while projecting a 2024 year-over-year growth rate of 10.5% – the highest among all global media groups.