MANILA, PHILIPPINES – In a digital world where influence has become a currency of connection, Omnicom Media Group (OMG) Philippines has relaunched its influencer and PR arm under a bold new name: CREO. Unveiled on August 14, 2025 at The Manila House in Taguig City, the rebrand marks the evolution of FUSE into a fully aligned extension of OMG Philippines’ global influencer marketing capability. The move also completes the consolidation of OMG Philippines’ four key pillars — Creatives, Socials, Activations, and PR & Influencer Marketing — into a unified powerhouse: OMG Content Philippines.
This new structure is led by Mary Buenaventura, President and CEO of OMG Philippines, with Agatha Sio (Head of OMG Content Creatives); Jeremy Guinid (OMG Socials Lead); Agnes Chuapoco (General Manager for OMG Activations); and Ayel Agbanlog (General Manager for CREO) all reporting directly to her.
More than a name change
For Mary, the move from FUSE to CREO represents more than fresh branding. Rooted in the Latin word for “to create,” the name embodies the company’s ambition to lead in innovation and measurable creativity. The rallying call during the launch, “Play It Forward,” sets the tone for how the group intends to engage clients, partners, and even its own people.
“The proposition is to encourage our internal teams, clients, and media partners to elevate their integration mindset,” Mary told adobo Magazine in an exclusive interview.
Integration, she added, means embedding a data-led approach across every step of the workflow: from briefing and insights, to execution and measurement. “By embedding integration end-to-end, we ensure that every idea is not only creative but also connected, accountable, and impactful.”
The focus on accountability comes at a pivotal time. According to Statista, influencer advertising spend in the Philippines is projected to reach USD 127.68 million in 2025. In APAC, the figure climbs to over USD 27.20 billion. In this light, CREO’s philosophy of “Play It Forward” isn’t just positioning; it’s a response to the market’s demand for demonstrable impact.
Mary was clear that CREO’s philosophy applies as much to ways of working as it does to external campaigns.
“This is more than a rebrand. It’s a commitment to elevate our processes and integration across every stage of campaign creation and management, ensuring that every initiative drives meaningful and measurable brand success,” she said.
OMG Philippines positions CREO as a platform for sustained innovation — a hub where creative ideas are constantly refined against data, audience behavior, and measurable results.
The big opportunity
The Philippines is fertile ground for such an approach. According to a Meltwater 2025 report, Filipinos are among the most active social media users in the world, spending an average of 8 hours and 52 minutes daily on platforms on the internet, with 5 hours and 21 minutes on smartphones only.
This high level of engagement underscores both the potential and the challenge: brands need to cut through the noise with content that is relevant, timely, and measurable.
As Mary put it, “In this age of user-generated content and influencer-driven engagement, our impactful content, media efforts, activations, and influencer strategies — powered by technology to deliver the right messaging at the right moment — have become essential to effective communications and media marketing.”
Playing it forward
Ultimately, the launch of CREO in the Philippines is part of OMG’s broader commitment to future-proof its content business. By consolidating Creatives, Socials, Activations, and PR & Influencer Marketing into OMG Content Philippines, the group is signaling that integration and measurement are not add-ons, but core to how influence should work.
“Omnicom Media Group has always been a trailblazer,” Mary said. “Today, we take another significant step forward by formally launching our consolidated offering under OMG Content — a testament to our continued investment in top-tier talent, cutting-edge tools, and innovation in this space.”
With CREO, OMG is not just rebranding. It is reframing how influence is created, believed in, and measured. And in choosing to “Play It Forward,” the company is setting a marker for the Philippine advertising landscape: influence is only as powerful as the impact it leaves behind.
