To help enable WPP agencies and clients to embrace the “culture-shaping impact” and the reach of TikTok, the short-form mobile video platform, WPP and TikTok have entered into a global partnership. The collaboration will let WPP clients to harness the benefits accruing from the access and capabilities on the platform, that will in turn ensure that the company gets early access to advertising products in development.
As part of this strategy, WPP will be the Lead Agency Development Partner to new creator-focussed application programming interfaces (API), which will incorporate its market-leading brand safety methodology while leveraging unique brand and marketer data signals. The primary goal of the strategy is to help brands gain deeper insights on creators, connect with diverse voices, and have early access to these creators for their campaigns.
Moreover, WPP and TikTok will co-create a training and accreditation programme for WPP agencies, which will secure priority access to content tailored to media and creative disciplines.
Commenting on this future-focussed strategy, Mark Read, Chief Executive Officer, WPP, said, “Our clients want new and innovative ways to reach consumers. TikTok has quickly demonstrated the power of mobile video and the many opportunities that exist for brands to engage in meaningful and creative ways on its platform.”
Speaking about the collaboration, Blake Chandlee, Vice President, Global Business Solutions, TikTok, said, “More and more brands all over the world are experiencing the impact TikTok has to create moments that not only shape culture but also drive business value. Creative and media agencies play a major role in fuelling these creative campaigns, and we’re excited to partner with a global innovator like WPP as we build for the future.”