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Manila Bulletin devider Business devider Trade & Industry devider Play it forward: OMG Philippines houses creative and marketing services under one unified offering known as OMG Content Philippines

Play it forward: OMG Philippines houses creative and marketing services under one unified offering known as OMG Content Philippines

The new powerhouse introduces four dynamic pillars: Creatives, Socials, Activations, and PR and Influencer Marketing. Previously operating under FUSE, the PR and Influencer Marketing pillar will now be rebranded to CREO.

Published Sep 2, 2025 10:33 am
(L-R): OMG Socials Lead, Jeremy Guinid; General Manager for CREO, Ayel Agbanlog-Lim; OMG Philippines President and CEO, Mary Buenaventura; Head of OMG Content Creatives, Agatha Sio; and General Manager for OMG Activations, Agnes Chuapoco
(L-R): OMG Socials Lead, Jeremy Guinid; General Manager for CREO, Ayel Agbanlog-Lim; OMG Philippines President and CEO, Mary Buenaventura; Head of OMG Content Creatives, Agatha Sio; and General Manager for OMG Activations, Agnes Chuapoco
Omnicom Media Group (OMG) Philippines is housing its four key pillars of Creatives, Socials, Activations, PR and Influencer Marketing under OMG’s content offering. OMG Content Philippines is a market-leading, future-ready, and data-driven creative powerhouse that delivers strategic, end-to-end solutions. The unified offering also aims to help OMG Philippines lead the way in innovation, driving agile, cohesive, and impactful campaigns that win in today’s fast-evolving landscape.
Following the consolidation of the four pillars, the PR and Influencer Marketing capabilities, which previously operated under FUSE, will be rebranded as CREO, Omnicom’s global influencer marketing capability, unveiled in April this year.
The pillars will each have a dedicated leader: 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 of them report into Mary Buenaventura, President and CEO of OMG Philippines.
Mary Buenaventura, President and CEO of OMG Philippines, said, “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. 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.”
Each pillar takes pride in various expertise.
Transforming deep insights into successful brand distinctiveness and awareness with OMG Content Creatives
This pillar enhances creativity by transforming deep insights into bold, ownable ideas that serve as the foundation for driving brand impact and visibility across all platforms. Its ideas do not only move brands—they expand, grow, and become icons, igniting the messaging and powering integrated storytelling, giving the current media landscape its own creative flame. The Creatives pillar utilizes a data-backed creative process rooted in real consumer behaviors to produce impactful big ideas crafted for seamless cross-platform amplification—from bold ATL efforts to full-blown 360s—leading to success in driving brand distinctiveness and awareness.
Creating on-ground impact that connects and converts with OMG Content Activations
The Activations pillar represents the heartbeat of media, turning cultural intelligence into relevant experiences, connecting brands with audiences through data-informed, trend-driven moments that spark engagement and build community. The pillar presents trackable KPIs that align with brand engagement and conversion goals, resulting from always-on cultural listening that fuels significance and integrated executions tailored to target communities. It complements digital reach throughout the funnel with on-ground impact that connects, convinces, and converts.
Delivering agile content that resonates and boosts discoverability with OMG Content Socials
The Socials pillar delivers platform-native excellence by crafting strategic content marketing that connects, on-point community management, and shoppertainment that sells. With deep platform expertise across channels such as TikTok and Meta, and by blending storytelling with performance marketing to maximize reach and engagement, the Socials pillar creates agile content that resonates with the audience, using organic content and engagement to increase reach, build community, and boost discoverability across platforms.
Unlocking a new era of influence powered by strategy, creativity, and governance with CREO
Derived from the Latin word “To create”, CREO signals OMG’s commitment to elevating influencer marketing as a true media channel. This move also recognizes that influencer marketing is no longer just a layer, but a lever and that PR continues to be a vital credibility driver for major brand moments, from product launches to executive profiling.
With a global network of 300+ in-market specialists across more than 30 countries, CREO unlocks a new era of influence—one powered by regional and global insight, strategy, creativity, and governance. Through first-mover data partnerships across the influencer ecosystem and an integrated influencer-PR playbook, CREO empowers clients with full-scope publicity solutions that deliver measurable results, brand love, and earned media at scale.
In APAC, OMG Content is led by Georgina McKinnon, CEO, Content for OMG APAC.
CEO, Content for OMG APAC Georgina McKinnon
CEO, Content for OMG APAC Georgina McKinnon
“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,” says McKinnon.
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