Omnicom Media Group consolidates influencer marketing services in Mideast

The agency will also leverage exclusive partnerships with platforms such as Amazon, TikTok, Instagram and Snapchat in the region. (Supplied)
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Updated 15 May 2025
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Omnicom Media Group consolidates influencer marketing services in Mideast

DUBAI: Omnicom Media Group has announced that it will consolidate its influencer marketing capabilities in the Middle East and North Africa region under influencer management agency Creo following a global directive last month.

The move “ensures our clients can harness the full potential of this communication channel” as digital consumption grows in the region and influencers play an “instrumental role in shaping brand perceptions,” said CEO Elda Choucair.

Creo will give the group’s clients “access to the same advanced tools, talent and technology we’ve developed globally, but adapted to our region’s unique landscape,” she added.

These include tools such as the Creo Influencer Agent, an AI-powered influencer selection tool; the Omni Creator Performance Predictor, which uses machine learning to predict the performance of content on Instagram; and the Creator Briefing Tool, which helps influencers create and get feedback on their content through Google’s AI chatbot Gemini.

The agency will also leverage exclusive partnerships with platforms such as Amazon, TikTok, Instagram and Snapchat in the region.

Anthony Nghayoui, head of social and influencer at Omnicom Media Group, has been appointed to lead Creo.


Spain seeks removal of ads for rentals in Israeli settlements

Updated 31 December 2025
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Spain seeks removal of ads for rentals in Israeli settlements

  • The consumer affairs ministry identified 138 listings on platforms operating in Spain and notified the companies to “immediately remove or block” the content

MADRID: Spain’s leftist government has ordered seven online platforms to remove more than 100 listings for vacation rentals in Israeli-occupied Palestinian territories.
The consumer affairs ministry said Tuesday it has identified 138 listings on platforms operating in Spain and notified the companies to “immediately remove or block” the content.
If they fail to comply, the platforms could face further government action, the statement said without specifying what the consequences would be.
The move is part of measures adopted by Socialist Prime Minister Pedro Sanchez’s government backing Palestinians and condemning Israel’s military campaign in Gaza.
A decree approved by lawmakers in October includes an arms embargo on Israel and a ban on the advertising of products “coming from illegal colonies in Gaza and the West Bank.”
Consumer Affairs Minister Pablo Bustinduy said the listings help “normalize and perpetuate a colonial regime considered illegal under international law.”
In October, France’s Human Rights League filed complaints against Airbnb and Booking.com accusing them of promoting “occupation tourism” by featuring properties in settlements.
Most of the international community considers Israeli settlements in the West Bank illegal under international law, while Israel views them as largely legal.
Spain recognized a Palestinian state in 2024 and has become one of the most outspoken European critics of Israel’s actions in Gaza, launched after the October 7, 2023 Hamas attacks in southern Israel.