Omnicom Media Group (OMG), the media services division of Omnicom, is consolidating all its influencer marketing capabilities globally under the Creo brand. The move positions OMG’s integrated “influencers as a media channel” approach at the core of its global offering to clients.

The consolidation enables clients across all markets to access Creo’s data partnerships throughout the influencer ecosystem. In select markets, the capabilities will operate as OMGCreo.

Tackling Market Challenges

Creo’s integrated approach leverages data assets within Omni – Omnicom’s open operating system – to enable more relevant creator discovery, precise planning and measurement, and stronger connections 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,” OMG CEO Florian Adamski said in a press release.

Platform Partnerships Expand

The consolidation builds on Creo’s recent partnerships with major platforms. In October 2024, OMG announced a collaboration with Snap Inc., providing access to Snap’s creator network and Collab Studio for brand campaigns.

This completed Creo’s strategy of establishing creator partnerships across all major social platforms, following earlier deals with Google, TikTok, Amazon, and Meta.

New AI-Powered Capabilities

The consolidation includes three new first-to-market capabilities within Omni:

• Creator Briefing Tool: Utilizes Google Gemini to help creators leverage Omni data to ideate content and receive feedback on alignment with briefs and audience targets
• Creo Influencer Agent: AI-powered influencer selection tool identifying creators aligned with brand goals and cultural trends
• Omni Creator Performance Predictor: Uses Meta API access to predict which branded Instagram content will deliver superior performance when boosted with paid media, improving performance by 38% in alpha tests

Since launching three years ago, Creo has applied its “influencers as a media channel” approach to campaigns for brands including Mountain Dew, Delta, and State Farm.