Obviously Company Profile

Background

Company Overview

Obviously is a full-service influencer marketing agency founded in 2014 and headquartered in New York City. The company specializes in creating authentic connections between brands and social media influencers, aiming to enhance brand visibility and engagement through strategic influencer partnerships.

Mission and Vision

Obviously's mission is to develop authentic influencer communities for the world's most iconic brands, leveraging technology and strategic acumen to deliver maximum exposure and improved return on investment for clients.

Industry Significance

As a leader in the influencer marketing industry, Obviously has been recognized for its rapid growth and innovative approach. The company was listed on the Inc. 5000 in 2022, ranking No. 3,703, and No. 1,217 in 2021.

Key Strategic Focus

Core Objectives

Obviously focuses on building custom networks of influencers tailored to each brand's target audience, providing clients with extensive exposure and access to on-brand content for marketing purposes.

Areas of Specialization

The company specializes in influencer identification, content creation, campaign management, and reporting and analysis, catering to regulated industries including pharma, healthcare, finance, and insurance.

Key Technologies Utilized

Obviously integrates advanced tools such as Bing Ads, Google Ads Conversion Tracking, and InVision to optimize influencer campaigns, demonstrating a commitment to leveraging technology for enhanced marketing outcomes.

Primary Markets Targeted

The company operates globally, with a presence in New York, San Francisco, and Paris, serving a diverse range of clients across various industries.

Financials and Funding

Revenue

As of January 2025, Obviously's annual revenue is estimated to be $35 million, indicating robust financial performance and growth.

Funding History

Specific details regarding Obviously's funding history are not publicly disclosed.

Acquisition

On March 27, 2023, Obviously was acquired by WPP, a leading global advertising and public relations company, enhancing its capabilities and market reach.

Technological Platform and Innovation

Proprietary Technologies

Obviously's platform automates processes and streamlines workflows between influencers, clients, and internal teams, enhancing data to deliver real-time campaign and audience insights.

Significant Scientific Methods

The company employs advanced analytics and machine learning algorithms to optimize influencer selection and campaign performance, ensuring data-driven decision-making.

Leadership Team

Key Executives

Mae Karwowski: Co-Founder & Chief Executive Officer

Leonzo Cuiman: Chief Operating Officer

Maxime Domain: Co-Founder & Chief Technology Officer

Karen Weeks: Global Chief People Officer

These leaders bring extensive experience in marketing, technology, and operations, driving Obviously's strategic initiatives and growth.

Competitor Profile

Market Insights and Dynamics

The influencer marketing industry is experiencing significant growth, with increasing demand for authentic brand-influencer collaborations. The market is characterized by rapid innovation and a growing number of startups entering the space.

Competitor Analysis

Key competitors in the influencer marketing sector include:

Mavrck: An influencer marketing platform with estimated revenue between $50M and $100M.

Sideqik: A marketing technology company with estimated revenue between $10M and $50M.

Traackr: An influencer marketing platform with estimated revenue between $10M and $50M.

Influential: An AI-powered influencer marketplace with estimated revenue between $50M and $100M.

Klear: An influencer marketing platform with estimated revenue around $10M.

Lumanu: A marketing technology company with estimated revenue around $10M.

Upfluence: An influencer marketing platform with estimated revenue between $10M and $50M.

CreatorIQ: An influencer marketing platform with estimated revenue between $50M and $100M.

Meltwater: A media intelligence company with estimated revenue between $100M and $1B.

These competitors offer various influencer marketing solutions, contributing to a dynamic and competitive landscape.

Strategic Collaborations and Partnerships

Obviously's acquisition by WPP in 2023 signifies a strategic collaboration that enhances its market position and innovation capacity, providing access to WPP's extensive resources and client base.

Operational Insights

Operating in a highly competitive market, Obviously differentiates itself through its proprietary technology platform, strategic acumen, and personal relationships with influencers, enabling the delivery of customized and effective influencer marketing campaigns.

Strategic Opportunities and Future Directions

With the backing of WPP, Obviously is well-positioned to expand its global footprint, enhance its technological capabilities, and explore new markets and industries, leveraging its strengths to achieve future objectives.