IPG Mediabrands and TikTok Partner to Connect Brands with Top Creators

IPG Mediabrands and TikTok have partnered to launch a unique creator and content accelerator initiative aimed at placing brands at the forefront of culture. Together, they will develop customized programs for IPG Mediabrands' clients, enabling them to establish an authentic presence on TikTok by leveraging the platform's community of creators. The collaboration will establish a specialized Creator Collective, comprising a select group of forward-thinking and diverse creators who will offer hands-on guidance to IPG Mediabrands' clients, ensuring that their content is culturally relevant, inclusive, and resonates with the TikTok community. The first program in this series will be 'Creator Camps,' where creators will provide strategic advice and feedback to IPG Mediabrands' clients on their upcoming campaigns.

The Creator Collective is a central component of a three-year global partnership between IPG Mediabrands and TikTok. This partnership aims to provide IPG Mediabrands' agencies and clients with access to TikTok insights, training, first-to-market opportunities, resources, best practices, and research and media trial opportunities.

Daryl Lee, Global CEO of IPG Mediabrands, expressed excitement about the partnership, highlighting TikTok's commitment to media responsibility and integrity. Dani Benowitz, President of IPG Mediabrands' MAGNA, emphasized the importance of finding new ways to connect with audiences as traditional formats experience declining reach. She believes that this partnership will deliver significant value to clients and help everyone understand the power of creating content communities at scale.

Blake Chandlee, President of Global Business Solutions at TikTok, emphasized the unique ability of brands on TikTok to become creators and storytellers by listening to the community and adopting an always-on approach to content creation. He expressed delight in partnering with IPG Mediabrands to help their clients tap into trends, create engaging content, and embrace the creativity and culture that make TikTok such an incredible platform.

In addition to their collaboration on content creation, TikTok and IPG Mediabrands are committed to fostering diversity, equity, and inclusion both on and off the platform. They will work together to develop innovative strategies that benefit nonprofit organizations and elevate underrepresented communities on TikTok. TikTok recently participated in the Equity Upfront, hosted by IPG Mediabrands' MAGNA.

Overall, this partnership between IPG Mediabrands and TikTok aims to empower brands to connect with audiences in new and creative ways, while also promoting diversity and inclusivity on the platform.