Short-form video and digital content continue to present significant opportunities for brands. No other platform has shaped culture this past year like TikTok has. WPP, with a newly cemented TikTok partnership, will be able to tap into the creative capabilties of the platform for brands and agencies.
According to the firms, “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.”
They will partner on marketing API integrations and next-generation formats, such as augmented reality offerings. Subvrsive, a WPP company, was one of the first TikTok Effects Partners.
TikTok will collaborate with its creator community to build a diverse network of creators to partner with WPP and facilitate exclusive opportunities for collaboration with select advertisers.
WPP will be the 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. 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 an industry-leading 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.
