Omnicom Media Group (OMG) has consolidated its global influencer marketing capabilities under the Creo brand, marking a strategic shift in delivering influencer services across more than 40 markets.
Originally launched in the US in 2022, Creo positioned influencers as a media channel, supporting campaigns for major brands like Mountain Dew. With this expansion, Creo will now serve as the global unified brand for influencer operations. In select regions, including the UK, it will operate under the name OMGCreo.
Previously, influencers were managed under unbranded units within OMG’s agency network. The move aims to streamline operations, ensuring all teams align on a global level around a shared proposition, toolkit, and technology. No major changes to daily operations are expected to happen.
Teams across markets will now have access to Creo’s integrated data partnerships with Amazon, Google, Meta, and TikTok. Also, they’ll benefit from three new proprietary tools from OMG:
- Creator Briefing Tool: Powered by Google Gemini, it helps creators visualise content and receive structured feedback.
- Creo Influencer Agent: A platform for matching the most well-suited influencers.
- Omni Creator Performance Predictor: Identifies which organic branded content will perform best when supported by paid media.
Local Creo leaders will continue reporting to their country’s OMG CEO and the global Creo Centre of Excellence. In the UK, current influencer efforts are led by Harriet Perry, Chief Media and Partnerships Officer, who will retain oversight even as a dedicated OMGCreo lead is appointed.
Florian Adamski, CEO of Omnicom Media Group, commented on the move:
"With influencers playing an outsized role in how consumers discover, experience, and ultimately choose brands, we’re uniting our expertise under a single brand to provide every client, in every market, access to the same world-class talent, tools, and tech to drive brand growth through influencer partnerships."
The move aligns with broader industry trends. Unilever CEO Fernando Fernandez recently announced a significant shift in strategy, committing to increase the company’s social media spend from 30% to 50% of its marketing budget, with plans to work with 20 times more influencers.
