Omnicom Media Group consolidates influencer marketing services in Mideast
DUBAI: Omnicom Media Group has announced that it will consolidate its influencer marketing capabilities in the Middle East and North Africa region under influencer management agency Creo following a global directive last month.
The move 'ensures our clients can harness the full potential of this communication channel' as digital consumption grows in the region and influencers play an 'instrumental role in shaping brand perceptions,' said CEO Elda Choucair.
Creo will give the group's clients 'access to the same advanced tools, talent and technology we've developed globally, but adapted to our region's unique landscape,' she added.
These include tools such as the Creo Influencer Agent, an AI-powered influencer selection tool; the Omni Creator Performance Predictor, which uses machine learning to predict the performance of content on Instagram; and the Creator Briefing Tool, which helps influencers create and get feedback on their content through Google's AI chatbot Gemini.
The agency will also leverage exclusive partnerships with platforms such as Amazon, TikTok, Instagram and Snapchat in the region.
Anthony Nghayoui, head of social and influencer at Omnicom Media Group, has been appointed to lead Creo.
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