MUMBAI: Omnicom Media Group (OMG) has consolidated its global influencer marketing capabilities under a single brand—Creo—to deliver a consistent, data-led approach to clients across markets. This move puts influencer marketing firmly at the heart of OMG’s media offering, treating it as a fully measurable and strategic media channel.

Since launching three years ago, Creo has developed influencer-led campaigns for major brands like Mountain Dew, Delta and State Farm. Now, as part of a global integration, clients everywhere will gain access to Creo’s partnerships with leading platforms including Amazon, Google, Snap, TikTok and Instacart—bridging the gap between content creation and commerce.

The global influencer marketing market is set to reach $33 billion by 2025, up from $24 billion in 2024. In response, OMG is rolling out new tools through its Omni platform to enhance campaign planning and performance:

* Creator Briefing Tool: Powered by Google Gemini, this helps creators shape content based on audience insights, cultural signals and brand data.

* Creo Influencer Agent: An AI tool that identifies creators aligned with campaign objectives using Omni’s cultural intelligence suite.

* Creator Performance Predictor: Built on Meta’s latest API, this machine learning tool forecasts which organic content will deliver stronger results when amplified with paid media—boosting outcomes by 38 per cent in early tests.

“With influencers playing an increasingly important role in how audiences discover and engage with brands, bringing together our capabilities under Creo ensures clients in every market can access the same level of innovation, insight and strategic impact,” said Omnicom Media group CEO Florian Adamski. 

In select regions, the brand will operate as OMGCreo. Backed by Omni, Creo positions influencer marketing as an accountable, data-driven channel designed to deliver results across the full marketing funnel.