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 鈥渆nsures our clients can harness the full potential of this communication channel鈥� as digital consumption grows in the region and influencers play an 鈥渋nstrumental role in shaping brand perceptions,鈥� said CEO Elda Choucair.

Creo will give the group鈥檚 clients 鈥渁ccess to the same advanced tools, talent and technology we鈥檝e developed globally, but adapted to our region鈥檚 unique landscape,鈥� 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鈥檚 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.