- Omnicom Media Group (OMG) consolidates global influencer marketing under the Creo brand.
- The consolidation leverages Omni's open operating system to enhance influencer marketing platforms.
- Global influencer marketing spend is projected to hit $33 billion by 2025, a 37% increase from 2024.
Omnicom Media Group (OMG), the media services division of Omnicom (OMC, Financial), has announced the global consolidation of its influencer marketing capabilities under the Creo brand. This strategic move is designed to implement an integrated 'influencers as a media channel' approach across OMG's operations worldwide.
The consolidation leverages Omni, Omnicom's open operating system, to improve creator discovery, planning, measurement, and consumer connections. In select markets, the operation will function under the name OMGCreo.
This announcement comes at a time when global influencer marketing spend is projected to reach $33 billion in 2025, marking a 37% increase from $24 billion in 2024. Since its inception, Creo has collaborated with major brands like Mountain Dew, Delta, and State Farm, utilizing the 'influencers as a media channel' strategy to enhance marketing campaigns.
As part of this initiative, three new AI-powered tools have been introduced. The Creator Briefing Tool, utilizing Google Gemini, allows creators to ideate and visualize content leveraging Omni audience and brand data. The Creo Influencer Agent, an AI tool, speeds up influencer selection by analyzing millions of cultural data signals. Lastly, the Omni Creator Performance Predictor, which has shown a 38% improvement in performance during alpha testing, predicts which Instagram content will perform best when boosted with paid media.
Furthermore, Creo's platform is strengthened by data partnerships with leading platforms such as Amazon, Google, Instacart, Snap, and TikTok. These collaborations expedite the path from creator to purchase by bridging the gap between creators and commerce.
About Omnicom Media Group: Omnicom Media Group, the media services division of Omnicom (OMC, Financial), delivers transformative experiences for clients and consumers worldwide. Utilizing the Omni marketing orchestration system, OMG connects capabilities across its full-service media agencies, fostering productive client experiences and rewarding talent collaborations for over 26,000 global employees. For more information, visit omnicommediagroup.com.
