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.
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.
Omnicom's move is spurred in part by recent research it conducted that showed the purchase funnel is no longer a linear downward path.
"Those that are specifically under the age of 30 are increasingly trustworthy of social selling experiences," explained Kevin Blaizitis who oversees Omnicom's infl
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