Marketing and corporate communications firm, Omnicom Group, has announced a partnership with livestream commerce and shoppable video platform provider Firework.

This will give clients across all Omnicom agencies access to Firework's enterprise suite of proprietary short-form video and livestreaming technology, delivering shoppable livestreaming video directly to brand websites.

Omnicom is the first agency holding company to form a strategic partnership with Firework and gain this level of access to its platform.

"Brands today are in a race with the market to build the best commerce value proposition, while at the same time racing against the clock to build direct relationships with customers that will not simply replace cookies, but actually be more effective," says John Schorr, Managing Director, Commerce at Omnicom Media Group North America.

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“This agreement opens up a wide lead for Omnicom clients in these races, giving them technology that makes their websites and other owned destinations more shoppable, and helps them deliver the more personalised and relevant experiences that build stickiness."

The tie up follows a March announcement naming Frank Kochenash as the holding company's CEO E-commerce.

Kochenash says: "This collaboration exemplifies our mandate to build and innovate at the group level, driving the evolution and optimisation of Omnicom's e-commerce offering across media, commerce and precision marketing.”

“Our capability with Firework will enhance consumer interaction, optimise conversion and build invaluable direct connections throughout the purchase journey."

Under the terms of the partnership, Omnicom will also have first look access to Firework beta products and research.

Firework CEO Vincent Yang says: "As brands deal with concurrent seismic shifts in how they reach and engage with consumers, and how consumers buy their products, Omnicom and Firework will bring the full force of our combined strategic and technological expertise to turn these market wide challenges into category wide opportunities for Omnicom clients."

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