OMG Australia has launched CREO, an innovative influencer marketing platform designed to streamline the end-to-end process and position creators as a powerful tool for media effectiveness. With a performance-first approach, CREO applies data-driven insights and strategic planning to influencer activity, ensuring it is measured and executed with the same rigor as traditional media channels.
The platform consolidates real-time data to enhance strategy and provides a seamless experience for talent discovery, evaluation, contracting, approvals, feedback, and live reporting—all within a single integrated system.
Thomas Hutley, Managing Director of OMG Content, emphasized the importance of treating influencer marketing as a key media channel:
“We need to be viewing influencer marketing as a vehicle for media effectiveness. This means treating it as a key media channel; planned, executed and measured with the same rigour as any other channel. We are excited about the potential of CREO in making our end-to-end creator process much more efficient and effective for our clients”.
To mark the launch, OMG hosted a national thought leadership event series exploring the cultural impact of creator-led brand partnerships. The series also introduced Australia’s first-ever study on influencer attention, conducted in collaboration with Amplified Intelligence and TikTok.
The study, which examined passive and active attention across Instagram and TikTok, delivered compelling insights:
Influencer-led campaigns generate a 116% increase in active attention compared to standard social advertisements.
Service and automotive industries saw the most significant gains, with a 300% boost in active attention versus industry benchmarks.
Creators drive a 21% increase in spontaneous brand recall and a 9% increase in long-term mental availability.
Aligning content with cultural moments boosts active attention by 246%, extending engagement from 3 seconds to 10 seconds and improving short-term effectiveness by 55%.
Steph Pearson, National Head of Social and Innovation at OMG Content, highlighted the power of creator-led strategies:
“By applying principles in content duration and brand presence, brands can supercharge the attention advantage of creator activity versus standard ads. 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”.
As influencer marketing continues to evolve, CREO sets a new benchmark in harnessing data, strategic planning, and creator partnerships to drive media effectiveness.
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