Omnicom Media Group (OMG) Australia has launched a first-of-its-kind influencer marketing platform, CREO, redefining how brands plan, execute and measure creator-led campaigns.
Positioned as a performance-first tool, CREO streamlines the entire influencer marketing process, from talent discovery and contracting through to content approval, live reporting and final measurement. The platform aggregates real-time data to support strategic planning, bringing a level of rigour to influencer marketing typically reserved for traditional media channels.
Thomas Hutley, managing director at OMG Content, said the new platform marks a turning point for how the industry approaches influencer campaigns.
“We need to be viewing influencer marketing as a vehicle for media effectiveness,” Hutley said. “This means treating it as a key media channel; planned, executed and measured with the same rigour as any other. We are excited about the potential of CREO to make our end-to-end creator process much more efficient and effective for our clients.”
To celebrate the launch, OMG hosted a national thought leadership event series focused on how creators can drive cultural impact through brand partnerships. As part of the event, OMG unveiled Australia’s first-ever influencer attention study, conducted in partnership with Amplified Intelligence and TikTok.
The research examined human attention on Instagram and TikTok, measuring passive and active attention, short- and long-term brand impact, and emotional responses to creator content versus standard social ads.
The findings revealed a powerful case for creators as the new creative engine in media campaigns:
• 116% increase in active attention when creators are used versus standard social ads
• 300%+ uplift in active attention for services and automotive campaigns
• 21% improvement in spontaneous brand recall
• 9% boost in long-term mental availability
The study also highlighted the impact of cultural relevance. When creator content is aligned with cultural moments, active attention surged by 246%, jumping from an average of 3 seconds for standard content to 10 seconds. This alignment also delivered a 55% increase in short-term effectiveness.
Steph Pearson, national head of social and innovation at OMG Content, said the research reinforces the power of creators to deliver outcomes across the funnel.
“By applying principles in content duration and brand presence, brands can supercharge the attention advantage of creator activity versus standard ads,” Pearson explained. “Creators are effective partners in driving increased attention, with both short- and long-term outcomes, and leveraging cultural moments is critical to gain maximum share of attention.”