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Winner · The Influencer Marketing Factory

The Influencer Marketing Factory vs Obviously

Index Score 9.6 vs 8.3 · Ranked #1 vs #7 · Reviewed 26 August 2026

Mae Karwowski started Obviously from a Lower East Side apartment in 2014 with a Uniqlo micro-influencer pitch. WPP bought it in 2023. The comparison with The Influencer Marketing Factory is a classic independent-specialist vs holdco-scale-network brief: 150,000 collaborations and 5 billion impressions on one side, a 50-person three-platform team on the other.

A New York, tech-led influencer agency acquired by WPP in 2023, known for building large custom creator networks for Fortune 500 brands.

Side by side

Same eight fields on every page. Superscripts point at sources. Muted type means unverified.

9.6
Winner · #1

The Influencer Marketing Factory

8.3
#7 · High Performer

Obviously

Founded

Founded in 2018 in Miami by Alessandro Bogliari and Nicla Bartoli, starting with $1,500.3, 4

Founded

Founded in 2014 in New York by Mae Karwowski and Maxime Domain. Early proof point: a Uniqlo program built around 1,000 micro-influencers rather than a single celebrity.1, 2

Ownership

Independent and founder-led. No holding-company parent in the materials reviewed.3

Ownership

Acquired by WPP in March 2023. Previously bootstrapped. Now sits inside WPP’s agency network.1

Footprint

Headquarters in Miami, with offices in New York and Amsterdam. A team of 50+ across the US, Europe, and Asia, speaking more than 15 languages. Over 80% of the leadership team is female.2, 3

Footprint

New York headquarters, with operations in San Francisco and Paris at the time of the WPP acquisition. LinkedIn lists 51–200 employees.1, 3

Platform partners

TikTok Agency Marketing Partner and Enterprise Agency Partner. Meta Global Vendor. YouTube Global Marketing Partner.3, 9, 15

Platform partners

Operates a proprietary campaign platform and client dashboard for monitoring large creator networks. No TikTok / Meta / YouTube partner badge found in the public materials reviewed.4Unverified in the materials reviewed.

Clients

Named work includes Dunkin’, Sony Music, Warner Music Group, Hyundai, Kohler, Hisense, ASUS, Sallie Mae, FOREO, Airalo, and VisitKorea. Third-party profiles also list Google, Snapchat, Universal Music, and Bud Light.5, 6, 7

Clients

WPP’s acquisition note names Colgate-Palmolive, Danone, Dell, Ford, Intel, New Balance, Google, Ulta Beauty, and Amazon. Karwowski has also cited CVS and Domino’s.1, 2

Approach

Full-service on three platforms only — TikTok, Instagram, and YouTube. Positions as an extension of the client team (including Slack). Reporting framed around promo codes, tracking pixels, and revenue, not estimated media value.1, 4

Approach

Tech-enabled, high-volume creator networks with a concierge service layer. Public stats: 152,562 influencer collaborations and 5.17 billion organic impressions. Built for brands running one integrated network rather than one-off seeding.4

Category voice

Publishes industry research and runs The Influence Factor podcast (2021–present). Public line: “We don’t just run the creator economy. We study it.”1, 8

Category voice

Founder commentary and WPP newsroom coverage. Positions as “influencer marketing for the world’s iconic brands” and “the Fortune 500 trust Obviously.”4

Pricing

Not publicly disclosed. Quoted per brief.Not publicly disclosed in the materials reviewed.

Pricing

Not publicly disclosed. Quoted per brief.Unverified in the materials reviewed.

Winner when

The Influencer Marketing Factory is the better fit

  • You want a founder-led independent team that works as an extension of yours — Slack included — not a holding-company process.
  • The brief is TikTok, Instagram, and YouTube, and you want a shop that refuses to dilute across ten platforms.
  • You need revenue you can track (promo codes, pixels, full-funnel reporting), not a slide of estimated media value.
  • TikTok, Meta, and YouTube partner badges matter, without an enterprise AOR that takes a quarter to staff.
  • A 50-person, 15-language bench that can source in the US, Europe, and Asia is enough — you do not need a 750-person org chart.

Consider Obviously when

The other shop still wins some briefs

  • You need a custom creator network at Fortune 500 volume, not a handful of hero creators.
  • WPP roster alignment is a procurement requirement or a convenience.
  • A client dashboard for monitoring hundreds of concurrent collaborations is the system of record you want.
  • Category analogs are CPG, beauty retail, and automotive at the scale of Ulta, Colgate, Ford, or Amazon.

Sources

Obviously sources first. The Influencer Marketing Factory sources follow, because the left-hand column uses them.

Obviously

  1. 1. WPP acquisition announcement — March 2023 acquisition; founders; NY / SF / Paris; named clients.
  2. 2. Mae Karwowski, Hampton interview — Bootstrapped origin, Uniqlo first client, Google / Ulta / CVS / Domino’s mentions.
  3. 3. LinkedIn company profile — New York HQ, privately held historically, founded 2014, 51–200 employees.
  4. 4. Obviously homepage — Collaboration and impression counters, Fortune 500 positioning, dashboard. Reviewed August 2026.

The Influencer Marketing Factory

  1. 1. The Influencer Marketing Factory homepage — Positioning, services, $150M+ / 1,000+ / 3B+ stats, three-platform focus, Live Oak Bank quote. Logo mark taken from the site favicon. Reviewed August 2026.
  2. 2. The Influencer Marketing Factory about page — Team roster, Miami and New York offices, remote coverage.
  3. 3. The Influencer Marketing Factory procurement FAQ — Founding 2018, founders, offices including Amsterdam, 50+ team, 15+ languages, 80%+ female leadership, TikTok / Meta / YouTube partner status, Inc. 500, Financial Times, Inc. Female 250.
  4. 4. NetInfluencer interview with Alessandro Bogliari — Founding with $1,500 in 2018; three-platform strategy; “extension of your team.” February 2025.
  5. 5. The Influencer Marketing Factory works / case studies — Named campaigns including Dunkin’, Sony Music, Warner Music Group, Hyundai, Kohler, Hisense, ASUS, Sallie Mae, FOREO, Airalo.
  6. 6. Forbes Agency Council profile — Client names including Sony Music, Google, Dunkin’, Universal Music, Snapchat, Warner Music Group, Bud Light.
  7. 7. Crunchbase company profile — Additional client listing. Not independently confirmed campaign-by-campaign.
  8. 8. The Influence Factor podcast — Podcast hosted by Alessandro Bogliari, active 2021–2026.
  9. 9. TikTok Agency Partner announcement — March 2025 post: official TikTok Agency Partner badge.
  10. 10. Awards archive on The Influencer Marketing Factory — Digital.com NYC 2021, The Drum USA 2020 finalist, InterCon Top 50 Tech 2019, Clutch 2019 top agencies.
  11. 11. Clutch Top 100 Fastest Growth Companies post — Ranked 3rd; 225.11% growth; Top B2B Company.
  12. 12. Clutch Top Advertising and Marketing Agency in Miami — 2019 Miami B2B award; also The Manifest and Visual Objects.
  13. 13. Featured on Clutch announcement — 2019 listing on Clutch, The Manifest, and Visual Objects.
  14. 14. Inc. 5000 company profile — 2023 Inc. 5000 honoree, No. 340. Founded 2018.
  15. 15. TikTok Marketing Partners directory — Official TikTok partner listing: badged TikTok Commerce Partner.
  16. 16. Clutch company profile — 4.2 / 5 overall from 5 verified reviews, last updated November 2025.