OMG Philippines unifies creative, social, activations, and PR under new content powerhouse

Omnicom Media Group (OMG) Philippines has consolidated its creative, social, activations, and PR and influencer marketing capabilities under a single content offering: OMG Content Philippines.

The move positions the agency as a market-leading, data-driven creative powerhouse, delivering end-to-end solutions designed to help brands cut through a fast-evolving media landscape. The unified offering aims to drive innovation, agility, and cohesion across campaigns.

As part of the consolidation, the PR and influencer marketing pillar, previously operating under FUSE, will now be rebranded CREO, Omnicom’s global influencer marketing platform launched in April 2025.

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Each pillar will have a dedicated leader: Agatha Sio (Creatives), Jeremy Guinid (Socials), Agnes Chuapoco (Activations), and Ayel Agbanlog (CREO). All report to Mary Buenaventura, president and CEO of OMG Philippines.

“As audience behaviors continue to evolve rapidly in today’s dynamic media landscape, content has become more critical than ever in capturing and retaining attention. 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," Buenaventura said.

"Omnicom Media Group has always been a trailblazer, leading the market in offering in-house content, social, activations, public relations, and influencer marketing services to our valued client partners. 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," she added. 

OMG Content Creatives transforms insights into bold, ownable ideas that strengthen brand distinctiveness and visibility across all platforms. Using a data-backed creative process, the team delivers integrated storytelling that powers everything from high-impact ATL campaigns to full 360 activations, ensuring ideas resonate and expand brand influence.

OMG Content Activations turns cultural intelligence into on-ground experiences that spark meaningful engagement and drive conversions. By leveraging always-on trend and community insights, the pillar designs integrated campaigns with clear, trackable KPIs, connecting brands to audiences in ways that are culturally relevant and measurable.

OMG Content Socials combines storytelling with performance marketing to create platform-native content that maximizes reach, community engagement, and discoverability. With deep expertise across channels such as TikTok and Meta, the pillar crafts agile content that resonates with audiences while driving tangible results across social ecosystems.

CREO positions influencer marketing as a fully-fledged media channel, rather than just an add-on. Supported by a network of 300+ in-market specialists across more than 30 countries, CREO offers fully integrated influencer and PR solutions, combining global insights, strategic planning, creativity, and governance to deliver measurable results, elevate brand love, and generate earned media at scale.

“Creo is a powerful proposition for clients seeking to shape culture and forge authentic connections with consumers. We’re excited to launch Creo in the Philippines and bring the full breadth of OMG Content to the market, delivering end-to-end solutions that give our clients the strategic edge to elevate campaigns and deliver measurable impact. We look forward to helping them lead and innovate in the content space," said Georgina McKinnon, CEO, Content for OMG APAC. 

This comes as OMG Philippines made strategic appointments to its leadership team in April this year. The agency named Warren Armada its investment head, while Maita Consulta will take on the role of head of data and analytics.

Armada, a returnee to OMG, will spearhead the company's media investment strategies, overseeing the planning, execution, and performance of media campaigns. His role will also focus on expanding the company' digital services and developing a new trading and accountability team. Armada's extensive experience spans digital and media strategy, business development, event activations, and marketing.

On the analytics front, Consulta joins OMG Philippines with expertise in communications strategy and media research and over three decades of experience across media agencies and the news and entertainment sectors. She will focus on ensuring that data-driven insights continue to inform and optimise the company's marketing strategies, while also serving as a trusted advisor to clients looking to enhance their media effectiveness through innovative research.

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