Omnicom Media wrapped up its four-day CES news series with a new partnership with Pinterest aimed at strengthening how brands influence consumer choice by combining creator authenticity, intent-driven discovery and commerce. The collaboration connects Omnicom Media’s Creo influencer agency with Pinterest’s creator ecosystem, content planning tools and shoppable experiences, while feeding new behavioral and commerce signals into Omnicom’s Omni platform. Built around Pinterest’s intent-centric user base – where people actively search for ideas and solutions – the partnership enables enhanced creator discovery, Pinterest-native content strategy and creator-led shoppable boards amplified with paid media. Early test campaigns exceeded engagement and return-on-ad-spend benchmarks, signaling strong potential to drive both influence and sales. The deal reflects insights from Omnicom Media’s Future of Brand Influence research, which highlights a shift toward people and trusted voices as key drivers of influence, and complements other CES partnerships with Google, Walmart/Meta and Amazon/Roku by adding richer signals into Omni to power more holistic, predictive insights for clients.
“Pinterest has long been an important platform for consumers, where they find inspiration on projects as big as kitchen renovations or as simple as a fresh coat of paint. We aim to provide the tools and resources they need to make their DIY dreams a reality through radical helpfulness. This integration allows us to bring together organic inspiration and the world of both influencers and social commerce to maximize impact.” Allison Kolber, VP of Integrated Media at The Home Depot.
“The results we got from [the test campaign] were quite incredible. From an engagement perspective, completely blew our benchmarks out the water. Also, from a ROAs perspective, we saw really strong results. The fact that this can unlock sales outcomes, even if we’re not using it at its full potential yet, just really speaks volume to the expectations we see long term with the shoppable boards.” Zaryn Sidhu, SVP of Social, Omnicom Media North America.
“This uniquely connects creator authenticity, predictive intelligence, and commerce features to give Creo’s planners a new arsenal of Pinterest tools. We’re providing brands with a new cultural radar, powered by Pinterest creators, to inspire shoppable experiences for users and results for advertisers.” Soniya Monga, VP and Global Agency Leader at Pinterest.