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.


University of Hong Kong hosts the first Saudi Economic Forum to boost China–Saudi ties

Updated 17 December 2025
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University of Hong Kong hosts the first Saudi Economic Forum to boost China–Saudi ties

  • The high-level event served as a new platform for bilateral dialogue and cross-sector collaboration

RIYADH: The University of Hong Kong (HKU) has hosted the first-ever Saudi Economic Forum in Riyadh, bringing together nearly 100 senior officials, academics, and business leaders to deepen cooperation between China and Saudi Arabia in education, innovation, and economic growth.

Held under the theme “Enhancing the Global Competitiveness of Chinese and Saudi Institutions,” the forum marked a significant milestone in advancing strategic alignment between China’s Belt and Road Initiative and Saudi Vision 2030.

The high-level event served as a new platform for bilateral dialogue and cross-sector collaboration, with participants exploring joint opportunities in investment, technology, renewable energy, and artificial intelligence.

Professor Hongbin Cai, dean of the faculty of business and economics at HKU, said the university aspires to become a “knowledge bridge” between the two nations, leveraging its global standing and extensive international networks. He noted that educational collaboration would be a cornerstone of the Saudi–Chinese partnership.

Saudi Arabia’s Assistant Deputy Minister of Investment, Fahad Al-Hashem, emphasized the depth of the China–Saudi partnership, noting that bilateral trade now exceeds $150 billion, with a growth rate of around 30 percent annually.

He reaffirmed the Kingdom’s openness to partnerships with China’s leading universities and technology companies, particularly in future-focused sectors aligned with Vision 2030, including education, digital transformation, AI, and clean energy.

The forum featured panel discussions on cross-border education, global city development, and technology transfer, with experts stressing the importance of joint ventures in the digital economy and smart infrastructure.

Participants said Saudi Arabia could benefit from China’s successful experiences in energy transition, infrastructure modernization, and innovation ecosystems as it builds globally competitive cities and institutions.

The Saudi Economic Forum concluded with calls for sustained academic and corporate partnerships to enhance institutional excellence and global competitiveness. Organizers said the initiative will continue to facilitate knowledge exchange and support national transformation goals in both countries, namely in the fields of technology and innovation.