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NZEconomy12 days ago

The Fold: The creator economy goes mainstream

The article discusses the rise of influencer marketing and the challenges it poses for traditional media planning and measurement tools. It highlights Omnicom's new platform, CREO, which aims to provide a comprehensive solution for managing creators as a core media channel rather than a supplementary strategy. The episode features interviews with industry professionals from Omnicom Media and PHD Aotearoa.

The latest development in the growing world of influencer marketing.

In the age of influencer marketing, the strict planning and measurement tools long honed by the media industry and expected by brands have been effectively thrown to the wind in favour of likes, shares, and attractive people spruiking brands. Omnicom’s development and recent launch of CREO to the NZ market aims to correct that by offering a single solution for planning, deploying and measuring creators as a media channel – not an add-on tactic.

In this episode of The Fold, Duncan Greive is joined by James Davidson (Chief Strategy & Planning Officer, PHD Aotearoa), Lisa Leicester (Head of Social & Innovation, Omnicom Media) and Mike Delaney (Group Product Director, Omnicom Media), in partnership with PHD Aotearoa.

This episode of The Fold is presented by PHD. Listen on Apple , Spotify or wherever you get your podcasts.

Read the full article at The Spinoff →
Source document: PHD Aotearoa

1 reports

The SpinoffIndependentCenter12 days ago
The Fold: The creator economy goes mainstream

The article discusses the rise of influencer marketing and the challenges it poses for traditional media planning and measurement tools. It highlights Omnicom's new platform, CREO, which aims to provide a comprehensive solution for managing creators as a core media channel rather than a supplementary strategy. The episode features interviews with industry professionals from Omnicom Media and PHD Aotearoa.

Bias read (Center): The article focuses on developments in the creator economy and influencer marketing without taking a stance on any political issue. It provides information about a business initiative and includes perspectives from industry experts without apparent bias.

Official sources cited

  • organisation PHD Aotearoa
  • organisation Omnicom Media

Go to the primary sources (2)

The official sources this coverage is built on. Read them directly to bypass framing.

  • organisationPHD Aotearoa
  • organisationOmnicom Media