Omnicom Media Group (OMG) announces a partnership with Snap Inc., leveraging the platform’s creator network for brand campaigns. 

The collaboration facilitated through OMG’s influencer marketing agency, Creo, aims to connect marketers with Snapchat’s top creators, known as Snap Stars. The partnership grants OMG access to Snap’s Collab Studio, a managed service designed to match brands with suitable creators and develop aligned content. 

In a press release, Creo President Kevin Blazaitis said that the agency will utilize Omni, Omnicom’s data and insights operating system, to inform decision-making across all stages of creator campaigns.

​​​​​​“As our global community of 432M Daily Active Users continues to grow and engagement across the platform increases, we are excited to expand our multi-faceted partnership with OMG in the Creator space,” added Jesse Mitchell, Senior Manager, Global Agency Development, Snap Inc.​​

Mitchell emphasized that recent research indicates creator campaigns boost sales and brand lift.

The research, conducted by Eye Square and overseen by OMG’s Chief Intelligence Officer Joanna O’Connell, reveals significant findings:

1. Exposure to a creator’s ad before a product-focused ad increases brand purchases on e-commerce sites.
2. 67% of respondents report that creators’ opinions are relevant during the customer journey.

Stefan Schönherr, Eye Square’s EVP of brand and media experience, highlighted the company’s AdtoCart technology, which measures users’ real-time reactions to ads and determines whether they take action after exposure.

Megan Pagliuca, OMG’s Chief Activation Officer, frames the Snap partnership as the final piece in the agency’s strategy to establish creator partnerships across major social platforms. Earlier this year, OMG struck similar deals with Google, TikTok, Amazon, and Meta.

As part of the agreement, OMG will be able to layer customized audience data from Omni across all stages of clients’ creator campaigns on Snapchat.