Influencer relations
A creator is a medium, and the same rule applies as with a newsroom: a one-off paid post is advertising; a long-term relationship is something else. The audience spots the difference before the advertiser does — a recommendation from someone who has used the brand for a year works differently from one who unboxed it on camera for the first time.
What we deliver
- Selecting creators by audience composition, subject and credibility
- Vetting audiences against bought followers and inactive accounts
- Product seeding and long-term ambassador partnerships
- Contracts with clear scope, content rights and labelling rules
- Checking that partnerships are labelled according to advertising rules
- Evaluating reach, audience quality and response
Who delivers it within the group
This service is led by OMNIA PR. You contract with that company and it invoices you — OMNIA GROUP is a brand umbrella, not an entity you could contract with.
Follower count is the worst metric there is
An account with a hundred thousand followers, half of them outside the target country and a quarter inactive, delivers less than a creator with eight thousand people who actually read them. On the invoice it looks exactly the other way round.
So selection is built on audience composition, engagement and what the creator did before. An account that switches sectors according to who pays does not carry the credibility the advertiser is buying.
Labelling a partnership is not a formality
A paid partnership has to be labelled — advertising law and platform rules both require it. An unlabelled post is a risk for creator and advertiser alike, and in regulated fields it can mean a fine.
So labelling rules go into the contract and are checked before publication, not after. A well-made partnership loses nothing by being labelled: an audience that trusts the creator trusts them with the disclosure too.
Frequently asked
- How does this differ from creator work under social media?
- It is about what you are buying. Under social media the subject is content and campaign — the creator is part of the media plan and the post is paid for and amplified. Here a relationship is built: seeding with no quid pro quo, long-term ambassadorship, early access to the product. Both can be booked, but they are measured differently.
- Can we use a creator’s content in our own advertising?
- Only if the contract says so — copyright stays with the creator, including for photographs of your own product. So scope and duration are agreed in advance; renegotiating after a post does well costs several times as much.
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