Omnicom Media NZ launches CREO – a first to market influencer marketing capability

Omnicom Media (OM) New Zealand has launched a first-of-its-kind influencer marketing capability, CREO, redefining how brands plan, execute and measure creator-led campaigns.

Attendees at the Marketing Association’s #OnSocial conference, being held today in Auckland, will be seeing the new technology first hand during the event.

CREO is a performance-first tool, streamlining the entire influencer marketing process, from strategy, audience analysis, talent discovery and contracting right through to content approval, live reporting and final measurement. The end to end capability aggregates real-time data to support strategic planning, bringing the same level of rigour to influencer marketing typically reserved for traditional media channels.

Angela Spain, managing director of the content team at Omnicom Media NZ, said the intention is to drive a shift in how marketers should evaluate the creator economy, influencer marketing and its effectiveness: “Influencer marketing has scaled quickly, but the way investment is decided and evaluated, ensuring that marketing spend delivers measurable results, has not developed at the same pace. Too often the approach is fragmented, riddled with personal bias, with little or no analysis or tracking to assess the business impact.

“CREO gives brands a more consistent way to manage creator activity, so they can see what’s working, what’s not, with the potential for live optimisation informing where to invest more or less. It’s adding media agency rigour to the investment decision.”

The capability will also be fuelled by unrivalled access to measurement tools through partnerships with Meta, TikTok and Google.

Omnicom Media in Australia launched CREO in 2025 and in less than 12 months in market, CREO won “Best Influencer Marketing Technology” at the AiMCO Awards (Australian Influencer Marketing Council) with more than 200 campaigns successfully delivered through the capability.

The content team have also undertaken research conducted in partnership with TikTok and Amplified Intelligence, comparing creator or influencer content with standard social media advertising and measured attention and brand impact. These results will be shared with Omnicom Media’s clients at a series of events following #OnSocial26.

Mike Delaney, group product director, Omnicom Media New Zealand, believes that CREO gives true value to influencer work outside of what people see on screens: “Most creator activity sits outside the core media and data stack, which makes it hard to compare and optimise. CREO brings that activity into the same measurement framework as the rest of media, giving our clients a clearer view of performance and a stronger basis for investment decisions.”

The CREO offering is live from today and the agency encourages any marketers interested in finding out more, to get in touch.

Pictured (L-R): Kelly Umberfield, Head of Agency,Tiktok; Amanda Cox, GM, Outspoken; Steph Pearson, National Head of Social and Innovation, OM Content, Australia; Jenny Appel, General Manager, OM Content NZ.

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