Omnicom’s Flywheel gets certified with TikTok Shop as it ties creators to sales results
Omnicom kept up its raft of announcements and partnerships during Cannes Lions this week. The latest move has the holding company’s social commerce specialist Flywheel getting certification from TikTok Shop, Digiday has learned.
The move is important because by doing so, Omnicom and Flywheel can connect creator content to sales, another example of the holding company striving to move beyond media metrics to reach sales metrics for its clients investments. In a way, when it comes to social commerce, it’s a way of finally answering the famous Wanamaker quote on which part of advertising works.
Through the certification, Flywheel aims to help Omnicom clients leverage TikTok for its e-commerce benefits in much the same way it would Amazon, Walmart, or other e-marketplaces — namely to drive incremental sales. The holding company is combining a cross-network team that can incorporate Flywheel’s ability to manage and scale digital commerce executions with Omnicom’s influencer investment practice along with an AI-powered Q cultural insights solution (from Omnicom Media Group’s Sparks & Honey) in a bid to connect commerce, content, and culture to drive sales on TikTok Shop.
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Source:: Digiday
