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Omnicom Media Group (OMG) has announced the consolidation of its influencer marketing operations in the Middle East and North Africa (MENA) under its dedicated influencer management agency, Creo. The regional move follows a global directive issued last month to streamline and strengthen OMG’s creator economy presence across markets.
Elda Choucair, CEO of Omnicom Media Group MENA, said the integration “ensures our clients can harness the full potential of this communication channel,” pointing to the region’s surging digital consumption and the critical role influencers play in shaping brand narratives. “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.
As part of this rollout, Creo will bring a suite of proprietary tech tools to the region. These include the Creo Influencer Agent, an AI-powered influencer discovery and matchmaking engine; the Omni Creator Performance
Predictor, which uses machine learning to forecast how branded content will perform on Instagram; and the Creator Briefing Tool, which helps influencers co-create content and receive real-time feedback via Google’s AI chatbot Gemini.
Additionally, Creo will leverage strategic partnerships with platforms like Amazon, TikTok, Instagram, and Snapchat—offering clients preferred access to regional innovations and insights.
Anthony Nghayoui, current head of social and influencer at Omnicom Media Group, has been appointed to lead Creo’s operations across MENA.
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