In a big step to grow even further in the Middle East and North Africa (MENA) region, Omnicom Media Group (OMG) has brought its influencer marketing business together under the Creo brand. This decision is about giving clients an easier and more seamless way to work with influencers, using data, smart tools, and a full set of services all in one place.
What Is Influencer Marketing?
Influencer marketing means working with people who have a big online audience to help promote products or services for your brand. These influencers, from famous people to regular folk with smaller followings, can really affect what their followers buy by being real and interesting with their posts.
Why MENA?
The MENA region has seen a big increase in people using the internet and social media, which has become a main way for people to get news and have fun. Platforms like Instagram, TikTok, and YouTube are now a big part of people’s everyday lives, especially for people in Gen Z and millennials. This digital shift has made influencer marketing an important way for brands to connect and reach out to their customers in the region.
What Is Creo?
Creo is a full-service influencer marketing agency that was started by Omnicom Media Group just three years ago. It works by seeing influencers as the same as any other media outlet, and fitting them into your bigger marketing plan. Creo provides many different services, like:
- Strategy & Insights: Developing strategies that are custom-made to fit what our audience likes and what’s happening in their culture.
- Talent Negotiation & Management: Collaborating with influencers so they can make real and true content about your product.
- Creative & Production: Designing content that people find interesting and that connects with who you’re trying to reach.
- Creator Partnerships & Paid Media: Managing partnerships is important because it helps me reach more people and make sure our content gets seen by more people.
- Measurement & Analysis: Checking how a campaign is doing to make sure we reach our goals.
The Role of Data and AI
A cornerstone of Creo\’s approach is its ability to work well with Omni, which is Omnicom\’s open operating system. This integration allows for:
- Creator Briefing Tool: Utilizing Google Gemini, creators can use audience, cultural, and brand data to come up with and see ideas for content, and they get instant feedback on how well the content fits the brief and target audience.
- Creo Influencer Agent: An AI-powered tool that looks at a lot of cultural data to find people who fit with a brand and what their audience is interested in.
These tools help brands work with influencers who reach real and interested people, making their campaigns more successful.
Localizing Global Strategies
While the tools and methods are the same all over the world, Creo makes sure that they also fit the needs of each individual community. The MENA region’s different cultures and languages mean that different ways of teaching and supporting are needed.
For instance, campaigns in Saudi Arabia might talk about helping people feel more confident and up to date, while those in Egypt might focus more on ideas like coming together as a group and respecting tradition. By learning what’s important and how people think locally, Creo helps make sure that influencer campaigns are in tune with who might end up seeing them.
Success Stories in MENA
Several brands have used influencers to help promote their products in the MENA region and seen some good results.
- Uber: Worked with influencers to help spread the word about its services, highlighting how easy and up-to-date they are.
- Sephora: Partnered with beauty influencers to launch its online store, which helped get a lot of attention from people and boosted sales.
- Zomato: Engaged local celebrities and influencers to help promote its food delivery service, which helped more people find out about the company and encouraged them to try its service.
These examples show how influencer marketing can really help brands grow in the MENA region.
The Future of Influencer Marketing in MENA
The influencer marketing industry in MENA is predicted to keep growing and continue to be even bigger. With advancements in AI, data analytics, and more local influencers around, companies now have more ways to reach their customers. However, doing this right means being honest, understanding other cultures, and making sure plans work well in different parts of the world.
Conclusion
Omnicom Media Group has decided to bring all of its influencer marketing work in the MENA region under the Creo brand, which shows how they are trying to offer clients a simpler and more straightforward way to handle influencer marketing. By making use of the latest tools, data analysis, and knowing what people in the MENA region like and care about, Creo can help companies create campaigns that connect with people and make a real difference.