WPP's global deal with TikTok

Chris Pash
By Chris Pash | 3 February 2021

WPP has closed a deal with TikTok 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 world's biggest advertising groupo will have early access to advertising products in development.

“Our clients want new and innovative ways to reach consumers," says CEO Mark Read. 

"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.”

In Australia, Ryan Menezes, chief technology and transformation officer for GroupM, is excited about the broader WPP partnership. 

"TikTok is the fastest growing social media platform in the world which has also seen 50% more Australian users in 2020," he says. 

"While the TikTok Platform continues to grow in Australia at lightning speed, our global partnership provides WPP AUNZ and  GroupM clients with a strategic and competitive advantage across first in market initiatives, creativity, content and data, and we look forward to collaborating further to drive value for WPP clients.

"Our clients will continue to be at the forefront of innovation when it comes to new product development and existing solution enhancements. Exclusive data access and in-depth analytics will deliver accountability across every dollar spent. 

"Our bespoke creator collaboration program provides our amazing clients the canvas to partner with some of the leading content creators to create captivating brand experiences that cut through. All of this will be underpinned by our market leading brand safety framework.

"Our co-created industry leading training will also ensure our talent are accredited to deliver best practice platform capabilities across media and content."

The deal includes partnering 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 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.

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.

WPP and TikTok also 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.

This program certifies that WPP’s talent is leading the development of best-in-class creative and media solutions on the TikTok 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.

The companies also intend to jointly conduct market-leading research to guide brands on TikTok best practices and assist  with 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.

Blake Chandlee, VP of Global Business Solutions of TikTok, says 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 fueling these creative campaigns, and we're excited to partner with a global innovator like WPP as we build for the future," he says.

"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.”

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