Olivia Scott-Perkins’ approach to marketing varies from most. In fact, her integrated marketing business Omerge Alliances is one that operates as a consultancy. Officially launched yesterday, Omerge Alliances specializes in branding and partnerships, and creating opportunities for entertainment properties, specifically in music.
Taking her career in marketing and advertising to another level, Scott-Perkins went from freelancing — while working and in grad school — to forming a business that utilizes skilled individuals in a unique way. Currently, Omerge Alliances has a team of three project managers. Gathering individuals she’s worked with in the past — a videographer, graphic designer and other branding professionals — Scott-Perkins combines their skills in accordance to client needs.
“It’s very different when you have a freelance business and when you have a company with a mission and you’re standing for something. Omerge Alliances in 2009 and 2010 was very synonymous with Olivia Scott-Perkins because I didn’t have a mission,” Scott-Perkins told Madame Noire via phone. “It was, ‘I’m Olivia Scott-Perkins, I’ve been doing solid work for the past 15 years, people are calling me so I’m going to do independent work until I figure out my next step.’”
While vice president of alliances at Live Nation, Scott-Perkins completed business filing and paperwork for Omerge Alliances. However, the following year (2009), she took a position as head of marketing/associate publisher at Vibe. After the publication folded she was recommended and interviewed to be CMO at Carol’s Daughter. Shortly before then, Omerge Alliances was revived as Scott-Perkins worked on a freelance basis. Now revamped with a mission Omerge Alliances is taking on the task to create opportunities.
So, What’s Omerge Alliances All About?
The creative marketing industry is one that has seen rapid growth as the digital space has become more dominant. Within the online, TV and print realm, Omerge Alliances works to create partnerships. Musician/brand alliances are easy to come by these days, but in order to pass them as genuine, Scott-Perkins says a bit more work is required.
“It’s important to find what the artist is already into, then work beyond that. Then it’s believable. When you’re coming up with the actual communications marketing campaign, it’s coming up with how to create a campaign that will not look contrived, “ she said.
A die-hard music fan since the age of ten, she was drawn to the entertainment side of marketing because it’s what shaped her upbringing.
“I grew up in music and around music. When you’re creating a business one of the things you consider is the type of people you would like to work with. When I launched with this concept, my friends said, ‘That makes so much sense for you,’” Scott-Perkins added.
At Omerge Alliances, Scott-Perkins and her team work to pair musicians with corporate partners, ultimately elevating the stance of everyone involved. Omerge also uses social media, public relations and digital campaigns to spotlight underrepresented clients with great potential.