Omnicom Media Group strikes partnership with Snap for creator collaboration
Having cut creator and influencer partnerships with most of the major platforms over the last year, Omnicom Media Group has aligned with Snap — while generating research that shows Snap creators have a strong likability factor that could resonate well with clients.
Omnicom Media Group’s no-longer-so-new-but-new-in-name influencer marketing agency Creo is partnering with Snapchat’s Snap Star Collab Studio to develop brand campaigns with the platform’s creators, known as Snap Stars, Digiday has learned. OMG’s CPG clients are most likely first in line to make use of the program — although the agency declined to say which.
The Collab studio is designed to be marketer-friendly, in that it’s a managed service production program meant to pair marketers with the right creator/influencer, as well as to craft aligned content for the brand in question.
Kevin Blazaitis, Creo’s president, said the agency will be able to layer customized audience data from Omni, the operating system that powers all of parent Omnicom’s data and insights, across all stages of OMG clients’ creator campaigns, from discovery to content creation to activation, to inform decisioning and optimize outcomes.
“We are looking at how intimate and how trustworthy those Snap influencers are,” said Blazaitis. “The ability to validate that with our own data that is only available through Omni, makes it a really nice quantifiable step to tie creator actions back to those consumers’ journey.”