TikTok has become a power source for brands and WPP has grabbed hold of it. The network has signed a deal with Tik Tok that allows its clients to gain early access to new TikTok products, including partnering on data exchange applications and next-generation formats, such as augmented reality offerings.   

TikTok will also collaborate with its diverse group of influencers/creators on projects for WPP clients.

WPP will be the lead agency development partner to new creator data (APIs) to enable brands to gain deeper insights on creators, connect with diverse voices and have early access to these creators for their campaigns.  

WPP and TikTok will also co-create an industry-leading training and accreditation program for WPP agencies, which will provide it with priority access to content that will ensure that WPP’s talent is leading the development of best-in-class creative and media solutions on the TikTok platform. 

GroupM and TikTok will work together to continue to fortify brand safety solutions and create data-informed strategies for driving engagement on the platform. GroupM has already engaged TikTok on niche auction training and will continue advancing buying capabilities through its large network of specialists.  

Mark Read, chief exeucitve officer, WPP, stated “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. I am delighted that we have formed this global partnership, a first in our industry, and look forward to working with TikTok to ensure our clients continue to benefit from what its platform has to offer.”    

Blake Chandlee, VP of global business solutions at TikTok, commented,  “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. 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.”