According to a recent LinkedIn post from Later, the company recently engaged marketing leaders at POSSIBLE in a private dinner and fireside chat with Omnicom Media to discuss evolving purchase behavior. The post suggests the discussion focused on how creators influence product discovery and drive real-time movement from awareness to transaction when they feature retailers or favorite stores.
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The company’s LinkedIn post highlights commentary from CEO Scott Sutton that stresses outcome-based briefs for creators rather than tightly scripted advertising-style directives. For investors, this emphasis on creator-led, trust-based commerce indicates Later is positioning its platform around performance-focused creator marketing, which could enhance its relevance to brands shifting budgets from traditional ads toward measurable, influencer-driven customer acquisition.
The post also underscores Later’s efforts to build relationships with major agency players such as Omnicom Media and senior brand marketers. This kind of ecosystem engagement may support enterprise adoption, larger campaign budgets, and deeper integration into media planning workflows, potentially strengthening Later’s competitive position within the broader social and creator marketing technology landscape.