OMNICOM MEDIA GROUP TO CONSOLIDATE ALL INFLUENCER CAPABILITIES UNDER CREO
Omnicom Media Group (OMG) announces the global consolidation of its influencer marketing capabilities under the Creo brand. This strategic move aims to implement an integrated 'influencers as a media channel' approach across OMG's worldwide operations.
The consolidation leverages Omni, Omnicom's open operating system, to enhance creator discovery, planning, measurement, and consumer connections. In certain markets, the operation will function as OMGCreo.
The announcement comes as global influencer marketing spend is projected to reach $33 billion in 2025, marking a 37% increase from $24 billion in 2024. Creo has already partnered with major brands like Mountain Dew, Delta, and State Farm.
The initiative introduces three new AI-powered capabilities:
- Creator Briefing Tool using Google Gemini
- Creo Influencer Agent for influencer selection
- Omni Creator Performance Predictor, which has shown 38% improvement in performance during alpha testing
Omnicom Media Group (OMG) annuncia la consolidazione globale delle sue capacità di influencer marketing sotto il marchio Creo. Questa mossa strategica mira a implementare un approccio integrato di “influencer come canale media” in tutte le operazioni mondiali di OMG.
La consolidazione sfrutta Omni, il sistema operativo aperto di Omnicom, per migliorare la scoperta dei creator, la pianificazione, la misurazione e il collegamento con i consumatori. In alcuni mercati, l’operazione opererà con il nome OMGCreo.
L’annuncio arriva in un momento in cui la spesa globale per l’influencer marketing è prevista raggiungere 33 miliardi di dollari nel 2025, segnando un aumento del 37% rispetto ai 24 miliardi del 2024. Creo ha già collaborato con grandi brand come Mountain Dew, Delta e State Farm.
L’iniziativa introduce tre nuove funzionalità potenziate dall’IA:
- Strumento di briefing per creator basato su Google Gemini
- Creo Influencer Agent per la selezione degli influencer
- Omni Creator Performance Predictor, che ha mostrato un miglioramento del 38% nelle prestazioni durante i test alpha
Omnicom Media Group (OMG) anuncia la consolidación global de sus capacidades de marketing de influencers bajo la marca Creo. Esta estrategia busca implementar un enfoque integrado de “influencers como canal de medios” en todas las operaciones mundiales de OMG.
La consolidación aprovecha Omni, el sistema operativo abierto de Omnicom, para mejorar el descubrimiento de creadores, la planificación, la medición y la conexión con los consumidores. En ciertos mercados, la operación funcionará como OMGCreo.
El anuncio llega cuando el gasto global en marketing de influencers se proyecta que alcance los 33 mil millones de dólares en 2025, un aumento del 37% desde los 24 mil millones en 2024. Creo ya ha colaborado con grandes marcas como Mountain Dew, Delta y State Farm.
La iniciativa presenta tres nuevas capacidades impulsadas por IA:
- Herramienta de briefing para creadores usando Google Gemini
- Creo Influencer Agent para la selección de influencers
- Omni Creator Performance Predictor, que mostró una mejora del 38% en el rendimiento durante las pruebas alfa
Omnicom Media Group(OMG)는 인플루언서 마케팅 역량을 전 세계적으로 Creo 브랜드로 통합한다고 발표했습니다. 이 전략적 조치는 OMG의 전 세계 운영에서 '인플루언서를 미디어 채널로 활용'하는 통합 접근 방식을 구현하는 것을 목표로 합니다.
이번 통합은 Omnicom의 오픈 운영 시스템인 Omni를 활용하여 크리에이터 발굴, 기획, 측정 및 소비자 연결을 강화합니다. 일부 시장에서는 OMGCreo라는 이름으로 운영될 예정입니다.
이번 발표는 글로벌 인플루언서 마케팅 지출이 2025년에 330억 달러에 이를 것으로 예상되며, 2024년 240억 달러 대비 37% 증가한 수치입니다. Creo는 이미 Mountain Dew, Delta, State Farm 등 주요 브랜드와 협력하고 있습니다.
이 이니셔티브는 세 가지 새로운 AI 기반 기능을 도입합니다:
- Google Gemini를 활용한 크리에이터 브리핑 도구
- 인플루언서 선정을 위한 Creo Influencer Agent
- 알파 테스트에서 38% 성능 향상을 보인 Omni Creator Performance Predictor
Omnicom Media Group (OMG) annonce la consolidation mondiale de ses capacités en marketing d'influence sous la marque Creo. Cette démarche stratégique vise à mettre en place une approche intégrée des « influenceurs comme canal média » à l’échelle mondiale chez OMG.
Cette consolidation s’appuie sur Omni, le système d’exploitation ouvert d’Omnicom, pour améliorer la découverte des créateurs, la planification, la mesure et la connexion avec les consommateurs. Dans certains marchés, l’opération fonctionnera sous le nom de OMGCreo.
Cette annonce intervient alors que les dépenses mondiales en marketing d’influence devraient atteindre 33 milliards de dollars en 2025, soit une hausse de 37 % par rapport à 24 milliards en 2024. Creo a déjà collaboré avec des grandes marques telles que Mountain Dew, Delta et State Farm.
L’initiative introduit trois nouvelles fonctionnalités alimentées par l’IA :
- Outil de briefing pour créateurs utilisant Google Gemini
- Creo Influencer Agent pour la sélection des influenceurs
- Omni Creator Performance Predictor, qui a montré une amélioration de 38 % des performances lors des tests alpha
Omnicom Media Group (OMG) kündigt die weltweite Zusammenführung seiner Influencer-Marketing-Fähigkeiten unter der Marke Creo an. Dieser strategische Schritt zielt darauf ab, einen integrierten Ansatz „Influencer als Medienkanal“ in den globalen Aktivitäten von OMG umzusetzen.
Die Konsolidierung nutzt Omni, das offene Betriebssystem von Omnicom, um die Entdeckung von Creators, Planung, Messung und die Verbindung zu Konsumenten zu verbessern. In bestimmten Märkten wird die Operation als OMGCreo auftreten.
Die Ankündigung erfolgt vor dem Hintergrund, dass die weltweiten Ausgaben für Influencer-Marketing im Jahr 2025 voraussichtlich 33 Milliarden US-Dollar erreichen werden, was einem Anstieg von 37 % gegenüber 24 Milliarden US-Dollar im Jahr 2024 entspricht. Creo hat bereits mit großen Marken wie Mountain Dew, Delta und State Farm zusammengearbeitet.
Die Initiative führt drei neue KI-gestützte Funktionen ein:
- Creator Briefing Tool mit Google Gemini
- Creo Influencer Agent zur Influencer-Auswahl
- Omni Creator Performance Predictor, der im Alpha-Test eine Leistungssteigerung von 38 % zeigte
- None.
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Consolidation Brings Industry-leading Playbook, Technology and Partnerships
from Flagship Influencer Agency Brand to Clients Across OMG's Global Footprint
Responding to business outcomes and measurement challenges in a fragmented market segment, Creo's integrated approach leverages the data assets within Omni – the open operating system that supports all Omnicom agencies – to enable more relevant creator discovery, more precise planning and measurement, and a more direct connection 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 - under a single brand and approach to ensure that every client, in every market can access the same industry-leading talent, tools and technology to build influencer partnerships that unlock brand growth," said OMG CEO Florian Adamski.
In select markets, the capabilities will operate as OMGCreo.
Global influencer marketing spend has more than tripled since 2020, with the market expected to reach
Since launching as full-service influencer marketing agency three years ago, Creo has been applying its "influencers as a media channel" approach to campaigns for brands like Mountain Dew, Delta, and State Farm, elevating influencer strategies in the marketing mix, and expanding opportunities for influencers within media activation.
At the same time, Creo is advancing both its offer to brands and the state of the art through a series of first-mover collaborations with leading social and commerce platforms - including data partnerships with Amazon, Google, Instacart, Snap and Tik Tok that bridge the gap between creators and commerce, expedite the path from creator to purchase, and leverage the increasing role that influencers play in search.
The consolidation will be boosted by the recent launch of three new first-to-market capabilities within Omni:
- The Creator Briefing Tool utilizes Google Gemini to enable creators to leverage Omni audience, cultural and brand data to ideate and visualize content, and get instant feedback on how their approach aligns to the brief, target audience and current cultural moment.
- The Creo Influencer Agent is a new AI-powered influencer selection tool that taps into millions of cultural data signals from Omni's Q cultural intelligence suite to quickly identify influencers who align with brand goals, audience insights, and cultural trends.
- The Omni Creator Performance Predictor utilises first-mover access to a new Meta API and leverages machine learning to predict which organic branded content on Instagram will deliver superior performance if boosted with paid media, as measured against awareness, consideration, or conversion objectives. In alpha tests of the Creator Performance Predictor, assets selected by the tool for promotion improved performance by +
38% in comparison to those assets selected manually.
About Creo
Creo, an Omnicom Media Group agency, is as a data-driven, end-to-end influencer marketing agency that leverages the power of Omni - the open operating system that supports all Omnicom agencies – to approach influencer marketing like a media channel that can be planned, measured and optimized to deliver impact at all levels of the marketing funnel. For more information visit creo.com.
About Omnicom Media Group
Omnicom Media Group (OMG), the media services division of Omnicom (NYSE: OMC), delivers transformational experiences for consumers, clients, and talent. Powered by the Omni marketing orchestration system, OMG connects best -in-class capabilities that enable our full-service media agencies OMD, PHD and Hearts & Science to deliver more relevant and actionable consumer experiences; more productive and proactive client experiences; and more collaborative and rewarding talent experiences for the more than 26,000 people serving the world's leading brands in OMG agencies around the globe. For more information visit omnicommediagroup.com.
1 Statista Research, March 2025
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SOURCE Omnicom Media Group
FAQ
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