WPP strike global advertising partnership with TikTok
Global agency, WPP has announced a global partnership with video-sharing social networking service—Tik Tok to focus on delivering new creative opportunities for WPP agencies and clients.
WPP, the holding company that owns agencies including Ogilvy, MediaCom, and Wavemaker amongst others, launched this global partnership to enable its agencies and their clients to tap into the culture-shaping impact and reach of the short form video and digital platform. The partnership will also allow WPP to gain early access to advertising products in development, such as augmented reality.
Blake Chandlee, VP Global Business Solutions, TikTok said: “Creative and media agencies play a major role in fueling 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.”
Chandlee added that 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.
Mark Read, CEO, 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,” Read added.
In a collaborative effort, WPP and TikTok will carry out market research together to guide brands who are already leveraging the TikTok towards the practices that will assist them with employing data-informed strategies for driving engagement on the platform.
GroupM, WPP’s media buying arm, and TikTok will work on complete integration with third party verification vendors, developing first party inclusion and exclusion controls, and alignment with the GARM Brand Safety and Suitability Framework. GroupM has already engaged TikTok on niche auction training and will continue advancing buying capabilities through its large network of specialists.
WPP will become the Lead Agency Development Partner to new creator-focused Application Programming Interfaces (API). The development will incorporate WPP’s brand safety approach while leveraging unique brand and marketer data signals. New solutions such as these work to enable brands to gain deeper insights into creators, as well as connecting with diverse voices.
TikTok will also collaborate with its creator community to build a diverse network of creators to partner with WPP. The aim here is to facilitate exclusive opportunities for collaboration with select advertisers.
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