Advertising giant WPP and social short-form video site TikTok have announced a first-of-its-kind global partnership. The collaboration will allow WPP agencies and their clients to benefit from unique access and capabilities on the platform.
WPP will have early access to advertising products in development, ensuring WPP and its clients remain at the forefront of innovation as TikTok further develops its suite of products for brands. This includes partnering on marketing API integrations and next-generation formats, such as augmented reality offerings. TikTok will also collaborate with its talented creator community to build a diverse network of creators to partner with WPP and facilitate exclusive opportunities for collaboration with select advertisers.
Mark Read, CEO, WPP, said: “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.”
As part of the agreement, WPP will become TikTok’s Lead Agency Development Partner to new creator-focused APIs, which will incorporate WPP’s market leading brand safety methodology while leveraging unique brand and marketer data signals. Additionally, WPP and TikTok will co-create a training and accreditation program for WPP agencies, which will secure priority access to content tailored to media and creative disciplines.
To further build brand safety solutions on the platform, GroupM, the media buying arm of WPP, and TikTok will continue to work on complete integration with third party verification vendors, developing meaningful first party inclusion and exclusion controls, and alignment with the GARM Brand Safety and Suitability Framework.
Blake Chandlee, VP of Global Business Solutions of 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.”