New agentic tool from Omnicom Media’s influencer marketing arm leverages Google’s advanced models, including GeminiVeo and Nano Banana, to add post-production editing to Creo’s suite of AI-powered creator discovery, briefing and vetting tools

Creo, the influencer marketing arm of Omnicom Media announced a collaboration with Google Cloud to transform the content creator lifecycle. This partnership introduces advanced post-production editing capabilities to Creo’s suite of AI-powered tools, drastically reducing the time and cost associated with brand compliance in influencer channels.

By integrating Google Cloud’s generative AI, Creo is evolving its Content Vetting Agent from a diagnostic tool into a proactive editing solution. Built on Google Cloud’s Gemini Enterprise Agent Platform, the tool now leverages the multimodal power of Gemini and Veo to analyze and instantly modify creator content.

As brands scale influencer investments, ensuring content meets strict brand standards has become more complex and time-consuming, with traditional manual review processes slowing production times and limiting scalability. This new capability addresses that challenge by combining Gemini Enterprise and its advanced AI models from Google with Creo’s proprietary influencer marketing platform to enable automated content analysis, real-time feedback, and seamless editing at the touch of a button.

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“This is a breakthrough moment for influencer marketing,” said Kevin Blazaitis, President, Creo. “For the first time, we’re not just identifying issues in creator content – we’re resolving them instantly, enabling our clients to move at the speed of culture while maintaining control and compliance.”

This first-mover capability represents the latest advancement in Creo’s suite of AI-powered tools designed to accelerate the full creator lifecycle from discovery to activation. In addition to the Content Vetting Agent, the suite also includes the Creator Discovery Agent, which surfaces and vets creators aligned to brand objectives and the Creator Briefing Agent, which analyzes creator submissions against bespoke brand suitability guidelines and Creo best practices.

How It Works

Creo’s Content Vetting Agent – enabled by Gemini –  evaluates submitted content, assigns a suitability score, and flags specific issues – such as the presence of restricted items (e.g., an alcoholic beverage in the background that violates brand guidelines).

With the new enhancement, Creo takes this process a step further, enabling light-touch, non-substantive edits in real time—such as removing restricted objects, blurring logos, or adjusting wardrobe elements (e.g., changing a competitor’s brand color to a neutral alternative).

For regulated industries such as alcohol and gambling, the tool also ensures adherence to bespoke requirements, including persistent visibility of disclaimers like “Age 21+.”

Edited content is returned to creators within minutes for final approval, eliminating the need for costly and time-intensive reshoots while preserving the integrity of the creator’s original storytelling.

“This collaboration with Creo brings our latest AI models directly into the creator workflow,” said Tarun Rathnam, Director of AI & Cloud for Marketing at Google Cloud. “The integration empowers brands and creators to collaborate at the speed of culture, unlocking faster, higher-quality content production and near-instant automated refinements at scale.”

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Delivering Measurable Impact for Clients

The new capability delivers tangible benefits across cost, speed, and quality:

• Better Content: AI-driven screening using Gemini ensures alignment with brand, legal, and compliance standards, catching details that human review may miss.
• Faster Turnaround: Reduces content review and approval timelines by two-to-three days, with same-day turnaround now possible.
• Lower Production Costs: Eliminates additional creator revision fees, reshoot and  editing costs.
• Operational Efficiency: Reduced time spent on manual review and coordination.

The capability is currently available in the United States, with global expansion planned in Q3.

Creator Authority, a B2B-focused influencer marketing agency, has joined the LinkedIn Marketing Partner Program, bringing its expertise, proprietary data, and full-service campaign capabilities to help brands leverage LinkedIn’s professional audience.

Creator Authority works with brands including SAP, Notion, Dropbox, HubSpot, Webflow, Upwork, Amazon, and Canva. The agency handles everything from strategy and creative direction to creator sourcing, paid amplification, compliance, and reporting.

The timing reflects a significant market shift. Investment in creator marketing has seen a 171% year-over-year increase, and 61% of B2B marketing leaders plan to increase their creator content spend. According to LinkedIn’s research, 87% of B2B buyers refer to thought leaders when making purchase decisions and 82% say creator content directly influences them.

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Brendan Gahan, CEO and founder of Creator Authority, said: “We built Creator Authority because we saw what was coming. LinkedIn plays a critical role in B2B buying decisions, and creators are becoming the most trusted voices in that environment. Being part of the LinkedIn Marketing Partner Program means we can help our clients move faster, with better tools and closer collaboration with the platform.”

LinkedIn represents a unique opportunity in B2B marketing. The platform’s audience carries twice the buying power of the average web user. Thought Leader Ads deliver 252% higher CTR than conventional single-image ads. Creator-led campaigns reduce cost-per-lead by 23%. For Fortune 100 brands, creator content generates 20x the Earned Media Value of brand-owned channels.

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The market is moving fast. Most B2B budgets haven’t caught up. Leading B2B brands are recognizing that success on LinkedIn isn’t about being the loudest voice, it’s about amplifying the right voices.

Jonathan Hunt, VP of HubSpot Media, said: “Creator Authority has been an incredible partner. They’ve helped HubSpot Media uncover emerging creator opportunities on LinkedIn and maximize those relationships. Their understanding of the space is unmatched, and their ability to turn that insight into a smart, scalable strategy is why we work with them.”

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Substack’s subscriber base skews toward educated, high-intent audiences with deep topical interests spanning finance, technology, culture, and politics. These are consumers who don’t just scroll, but subscribe, read, and act. StatSocial clients can now:

• Discover and validate Substack creators whose subscriber bases align with brand and campaign goals.
• Enrich audience profiles by incorporating Substack signals into StatSocial’s Identity Graph alongside Instagram, TikTok, YouTube, X, and other platforms.
• Activate newsletter audiences across the broader digital ecosystem, connecting Substack readership to paid media and influencer programs.

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“Substack has created a new class of creators, one with a direct, trusted relationship with their audience that most social platforms can’t replicate,” said David Barker, CEO of StatSocial. “Bringing Substack into our platform means our clients can see and act on those relationships, with the same depth of intelligence they rely on across every other channel.”

QYOU Media Inc. a creator marketing and performance media company operating in North America and India producing and distributing social media marketing content for leading brands, announced the launch of QYOU Amplify, a new business unit dedicated to scaling creator and influencer content through paid media, advanced targeting and performance analytics.

As brands allocate a growing share of marketing budgets to social and creator aligned media, they are embedding paid distribution directly into creator campaigns to extend reach, enhance targeting precision and unlock greater performance efficiency. QYOU Amplify was built to support this evolution.

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QYOU Amplify ensures the right creator content reaches the right audience at the right time, with the ability to optimize in real time. Because QYOU integrates creator strategy, creative development and media distribution from inception, the company can identify breakout content early, shift investment quickly and scale what is performing, maximizing media efficiency and extending the life of high-impact storytelling.

Rather than treating influencer marketing as a standalone tactic, QYOU Amplify transforms creator content into a full-funnel growth driver, supporting awareness, consideration and conversion through precision targeting and continuous optimization.

“Creator marketing has matured, and brands expect it to perform like every other core media channel,” said Glenn Ginsburg, President of QYOU. “QYOU Amplify reflects how we have evolved, integrating creative, creators and media from the start so client investments work harder and drive measurable business outcomes.”

QYOU Amplify formalizes QYOU’s paid media and analytics capabilities, uniting certified media buyers, platform expertise and structured campaign measurement into a scalable offering. By applying data and platform intelligence to distribution decisions, not just reporting on them, QYOU helps brands move at the speed of culture while maintaining performance accountability.

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The launch builds on QYOU’s recent announcement as a Badged TikTok Agency Partner and strengthens its integrated model, aligning creator strategy and media execution to meet the growing demand for performance-led influencer marketing.

Peggy Lin, currently VP of Account Management and Planning, has been promoted to General Manager to lead QYOU Amplify. In this expanded role, she will continue to oversee the integrated paid practice, playing a central role in evolving influencer marketing from a top-of-funnel engagement tool into a measurable driver of ROI.

“The platforms evolve daily, and so do client expectations,” said Lin. “Because we are embedded in the day-to-day with creators, we can see performance signals immediately and act on them. We know when to boost, when to pivot and when to reallocate spend to maximize impact. That level of agility ensures our clients’ media investments go further.”

With QYOU Amplify, QYOU deepens its commitment to performance accountability, aligning creator strategy and paid media within a unified operating model designed to drive both cultural relevance and measurable commercial impact.

Company will use new funding, led by Volition Capital, to expand its AI-powered platform to meet the rising demand for social SEO and product discovery across agentic search

– Addition enhances PMG’s ability to connect culture, media, technology, and creator marketing to drive greater impact for customers globally –

Sprout Social, an industry-leading provider of cloud-based social media management software, has been named as a Leader in the 2025-26 IDC MarketScape on Worldwide Influencer Marketing Platforms for Large Enterprises*.

Sprout Social’s comprehensive influencer marketing solution helps organizations identify the right influencers, build authentic partnerships and maximize the ROI of their campaigns. With powerful AI-driven natural language discovery, data analysis capabilities and centralized campaign management, Sprout helps brands scale their efforts and deliver what influencer marketing is best known for–driving unparalleled awareness and revenue.

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“Influencer marketing is now one of the most powerful ways for organizations to reach and convert consumers,” said Ben Newell, Vice President of Product Management at Sprout Social. “People trust people—and that shift is forcing brands to double down on authentic, relationship-driven campaigns. Sprout gives organizations the intelligence and tools to build cohesive, data-backed influencer programs that drive real business impact. We’re honored to be recognized by IDC MarketScape and remain committed to pushing the industry forward.”

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Sprout Social’s influencer solution is purpose-built for enterprise organizations that demand brand safety, comprehensive analytics and fast, precise creator discovery at scale. The platform enables brands to build trusted creator partnerships and drive measurable business impact through:

• AI-powered, topic-led creator discovery that mirrors native social platform algorithms, allowing brands to identify creators based on content themes and audience interests for more authentic and high-performing partnerships.
• Enterprise-grade brand safety and creator vetting, including automated content scanning, customizable safety parameters and Brand Fit Scoring to ensure creators align with brand values, risk tolerance and messaging standards.
• Customizable research and campaign reporting to create data-backed influencer strategies, extract more campaign insights, and understand campaign ROI all in a way that fits your business.

As influencer marketing investment outpaces traditional channels, Sprout Social is evolving its Influencer Marketing platform to meet the needs of the world’s breakthrough brands. Driven by the conviction that strong relationships are the ultimate driver of business outcomes, Sprout is focused on expanding its AI-powered capabilities to further equip brands with the technology needed to secure high-value, brand safe, authentic partnerships at scale.

IDC MarketScape vendor analysis model is designed to provide an overview of the competitive fitness of technology and suppliers in a given market. The research methodology utilizes a rigorous scoring methodology based on both qualitative and quantitative criteria that results in a single graphical illustration of each supplier’s position within a given market. The Capabilities score measures supplier product, go-to-market and business execution in the short-term. The Strategy score measures alignment of supplier strategies with customer requirements in a 3-5-year timeframe. Supplier market share is represented by the size of the icons.

Later–the world’s most intelligent influencer marketing company, announced new growth milestones and expanded client momentum one year after acquiring and fully integrating Mavely, the leading Everyday Influencer Platform®. The combined platform surpassed a $2.4+ billion GMV run rate, up more than $1 billion since 2024, and delivered more than $250 million in lifetime creator payouts, reinforcing Later’s position as the category leader in full-funnel creator marketing and commerce. The milestone follows a historic holiday shopping weekend where creator-driven content across all platforms generated more than $50 million in sales during Black Friday and Cyber Monday, underscoring how Later and Mavely have become core performance drivers behind today’s most successful creator-led brand campaigns.

The last 12 months also marked the expansion of Later’s enterprise footprint with significant new enterprise client partnerships that will bring Later’s creator commerce infrastructure to multiple globally recognized brands. These wins reflect a broader shift in the industry as large brands consolidate their influencer marketing needs onto platforms with the scale, intelligence and performance depth that Later provides. Later continues driving the industry forward by being named a Leader in the G2 Winter 2026 Reports, achieving this recognition for the fifth year in a row for Influencer Marketing Platforms with its first recognition for Affiliate Marketing since the acquisition of Mavely. This reinforces its position as the category leader in full-funnel creator marketing and commerce.

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“Later is setting the pace for the next decade of influencer marketing,” said Scott Sutton, CEO of Later. “The success of the Mavely integration, combined with our expanding roster of global partners, signals a clear shift in the market. Enterprise brands are choosing Later because we offer the scale, AI tools, data intelligence and full-funnel infrastructure that no other platform can match. This is only the beginning as we redefine what influencer marketing can deliver.”

With more than 3,000 leading brands and retailers on the platform, Later continues to grow both brand and creator adoption. The Mavely creator community now includes more than 180,000 creators who collectively generated more than 100% year-over-year GMV growth. During the Black Friday and Cyber Monday weekend alone, creators on Mavely earned $3 million dollars across the four-day period, demonstrating the economic power the platform delivers for everyday influencers. The creator community has  brought in more than $250 million in earnings to date across Later and Mavely.

“Later has become an important partner in helping our team manage creator programs more efficiently and has enabled us to see consistent growth and success,” said Brandi Briggs-Freeman, Social and Influencer Manager at Southwest Airlines. “The combination of their platform, data, and services give us a clearer visibility into performance and help us streamline how we work across channels so we can move quickly and strategically at scale.”

“Working with Mavely by Later has completely transformed how I earn and support my family,” said Influencer, Taylor Moore. “As a mom of three, the platform has given me real economic freedom and the ability to build long-term partnerships with brands I love. It’s brought stability, consistency, and the confidence to scale my income in ways I never imagined possible. Before Mavely, I made just enough to help with diapers and groceries; now I am my family’s primary income.”

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Later’s growth is supported by ongoing product innovation. The company recently introduced Later EdgeAI, its predictive intelligence engine that uses a decade of proprietary influencer and commerce data to forecast performance and optimize campaigns. Later also continues to expand its portfolio of AI-driven products, social listening technologies and brand safety offerings to meet the needs of enterprise clients.

“We continue to be impressed by Later’s execution, category leadership and vision,” said Michael Medici, Managing Director at Summit Partners and board director at Later. “The company has demonstrated the ability to deliver scale and earnings for creators, as well as measurable value for enterprise brands. We believe Later is building a leading platform serving the creator economy.”

The milestone year reflects Later’s multi-year strategy to unify influencer marketing, creator commerce and AI-driven intelligence into one platform. As the market grows more crowded with point solutions, Later stands out as the long-term system of record for brands that need scale, performance, data depth and global activation.

Allison Worldwide, part of Stagwell (STGW), has announced the appointment of Jeremy Lucas as CEO, Europe.

Based in London, Lucas will integrate and grow the agency’s presence across the region, including C-suite-level support to clients and expanding the agency’s offerings in reputation, stakeholder engagement, crisis, influencer, analytics and marketing. He reports to Allison Global CEO Jonathan Heit.

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With more than 20 years of experience, Lucas most recently served as the UK CEO at Hotwire. He previously held senior leadership positions at Edelman, Ogilvy and Teneo, where he provided counsel to such clients as Meta, FedEx, McDonalds, Coca-Cola and Disney.

“Jeremy is a proven leader who is passionate about turbocharging our presence throughout Europe.” said Ray Day, Allison Worldwide executive chair and Stagwell vice chair. “His addition to our senior leadership team is another example of our dedication to every client’s success with a world-class team delivering world-class results.”

Earlier in his career, Lucas worked as a journalist and producer for Sky News and the BBC before moving to consultancy. For the past seven years, he has been included in PRWeek’s PowerBook.

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“Allison embodies the creativity and ambition that clients require from their agencies during times of transformation,” said Jeremy. “I’m hugely excited by the opportunity to create a more connected and dynamic European region, within a business that has an enviable client portfolio, formidable consultative talent and a strong culture. Sat within the broader Stagwell portfolio, Allison is uniquely placed to build communications solutions at a time of complex and fragmenting reputational environments. I look forward to collaborating with teams across the agency to shape the future.”