OMG (Omnicom Media Group) has consolidated its influencer marketing capabilities globally under the Creo agency brand. According to OMG, the integration is a response to the challenges of the fragmented influencer market segment.

In announcing the consolidation, the network also introduced new influencer-focused technology and social and commerce collaborations, including data partnerships with Amazon, Google, Instacart, Snap and TikTok. The aim, according to OMG, is to better connect creators with commerce and accelerate the path to purchase.

Creo, the three-year-old data-driven end-to-end influencer marketing agency, was officially launched in Canada earlier this year as a new division of Omnicom Canada.

“With this move, OMG is putting the integrated ‘influencers as a media channel’ playbook at the core of its global influencer offer to clients and enabling clients to benefit from Creo’s data driven capabilities and partnerships across the influencer ecosystem,” Creo Canada president Caroline Moul says.

The three new influencer tools introduced operate within Omni, the open operating system that supports all Omnicom agencies.

They include the Creator Briefing Tool, which uses Google Gemini to help creators tap into the Omni audience, cultural trends and brand data.

The Creo Influencer Agent is an AI-powered influencer selection tool used by the agency to help discover creators who are most closely aligned with a client’s brand goals, audience insights and cultural relevance. To identify the right influencers, the Agent takes advantage of the millions of cultural data signals available in Omni’s Q cultural intelligence suite.

The third new tool is also designed to be used by the agency. The Omni Creator Performance Predictor is currently in the alpha testing stage. It will allow the agency to access a new Meta API (application programming interface) to use machine learning to predict which organic branded content on Instagram will perform most effectively when boosted with paid media. In testing, the assets chosen by the tool for
promotion increased performance by 38% versus assets selected manually.

Other technology that Creo is integrating into Omni includes features for workflow as well as campaign measurement.

According to OMG, global influencer marketing spend has tripled since 2020 and is expected to reach $33 billion USD this year, a 37% increase from $24 billion in 2024.