Omnicom Media Group is overhauling its global influencer marketing services by consolidating the business into data-driven agency Creo as it boosts its integrated “influencers as a media channel” offering.
OMG maintains the move will also enable clients across all of its markets to benefit from Creo’s data partnerships across the influencer ecosystem. In select markets, including the UK, influencer agencies will operate as OMGCreo.
Creo taps into 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.
Global influencer marketing spend has more than tripled since 2020, with the market expected to reach $33bn in 2025 – up 37% from $24bn in 2024. 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.
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.
At the same time, Creo has signed through a series of collaborations with leading social and commerce platforms – including data partnerships with Amazon, Google, Instacart, Snap and Tik Tok – designed to bridge the gap between creators and commerce, expedite the path from creator to purchase, and leverage the increasing role that influencers play in search.
OMG CEO Florian Adamski said: “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.”
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