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TikTok and WPP ink deal for training and product access

TikTok will collaborate with its creator community to build a network of creators to partner with WPP

TikTok has formed a global partnership with agency holding group WPP to train network’s executives, give its clients a first-hand look at products, and work on brand safety.

The platform’s global head of agency Lionel Sim previously told The Drum that aside from brand safety and data privacy education, TikTok is also educating agencies on its offerings and how to leverage them effectively.

He had also pointed out that marketers tend to simply use content produced for social media platforms and repost it on TikTok – without understanding the need for a bespoke approach that considers music, hashtags, or an active call-to-action.

The platform has taken a proactive approach in Asia Pacific, setting up training programmes for media agencies, so that they better understand its capabilities for advertisers.

“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,” said Blake Chandlee, the vice president of global business solutions of TikTok.

“We both share a common goal: to drive amazing campaigns for our clients that resonate with our growing audience in a way that is authentic, inspires creativity and brings joy. We look forward to delivering on this shared goal for WPP, its agencies and clients.”

How will TikTok and WPP work together?

  • WPP and TikTok will use data to create brand safe solutions to work with creators on campaigns

  • Both parties will train WPP’s executives to be well-versed in using tools on TikTok for their clients.

  • WPP’s media agency GroupM and TikTok will work to integrate third-party vendors, develop first-party data and topic exclusion controls.

  • GroupM will conduct research with TikTok to determine best practices for advertisers to use the platform.

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