TikTok has appointed PHD as its global agency of record for all markets outside of China.
ByteDance’s musical-social network has appointed the Omnicom-owned media agency to handle its media planning and buying duties. It will report into a global leadership team in Beijing.
With Bytedance's video apps TikTok and Douyin reportedly hitting an estimated one billion regular users, the media agency will be tasked with trying to keep the growth momentum going.
Anna Chitty, chief executive of PHD China, described the app "as a challenger brand at scale” and said she will look to continue breaking records with the app.
The agency will leverage “key network capabilities and expertise in areas such as technology, data and digital content” to do this.
Omnicom Media Group China’s chief operating officer, Claudine Kwek, said: “This is yet another validation of our brand-led, group-powered approach in delivering market-leading solutions for our clients. It is also a testament to all the transformation efforts we have undertaken as a Group in China, attracting a new breed of clients with our agile systems and highly focused Centres of Excellence. We look forward to deploying these services for TikTok and working with them on the continuation of their global success story.”
TikTok's data and safety protocols have attracted international scrutiny. These troubles haven't seriously affected user growth yet but could impact brands considering the platform. The Drum recently investigated if it is doing enough to clean up the platform.
At this early stage in the app’s life, marketers are still experimenting with the best tactics and outcomes that can be expected from the platform. Brands can set challenges and have court creative responses from users.
Alex Malafeev, co-founder of Sensor Tower, an app analytics company, said that he expects TikTok to grow by around 40 to 50 million first-time users each month for the remainder of 2019.
There will be greater growth with the rollout of another global advertising. The appointment of a global media agency indicates that there will be one.