WPP jumps aboard TikTok with global ad partnership

Marketing services giant WPP has signed a global deal with video sharing phenomenon TikTok in a move designed to give WPP agencies and their clients early access to new advertising platforms as they are being developed – including formats such as augmented reality – to tap into the exponential growth of the site.

The partnership will also see TikTok collaborate with its creator community to build a network of “artists” with WPP and create exclusive opportunities for collaboration with select advertisers.

As such, WPP will be the lead agency development partner to new creator-focused APIs, which will incorporate WPP’s brand safety methodology, while tapping into brand and marketer “data signals”. The goal of these new solutions will be to enable brands to gain deeper insights on creators, connect with diverse voices and have early access to these creators for their campaigns.

Additionally, 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. This programme certifies that WPP’s “talent” is leading the development of creative and media solutions on the TikTok platform.

To further build brand safety solutions on the platform, WPP’s media agency Group M and TikTok will continue to work on brand safety features, while also conducting research to guide brands on TikTok best practices and assist them with employing data-informed strategies for driving engagement on the platform.

TikTok was launched in 2016 by Bytedance but over the past two years has become the social media destination of choice for hundreds of millions of teenagers and young adults, in the US and UK, although China remains its biggest market.

The app has been downloaded 1.65 billion times and has an estimated 800 million monthly active users.

TikTok vice-president of global business solutions Blake Chandlee 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.

“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.”

WPP global chief executive Mark Read added: “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.”