WPP and TikTok Announce Global Partnership

WPP and TikTok have announced a global partnership that will allow WPP agencies and clients to leverage the impact and reach of the TikTok platform. This partnership will provide WPP clients with unique access and capabilities on TikTok, enabling them to benefit from the platform's advertising products and stay at the forefront of innovation.

As part of the partnership, WPP will have early access to advertising products in development on TikTok, ensuring that WPP and its clients can take advantage of new opportunities. This includes collaborating on marketing API integrations and next-generation formats like augmented reality offerings. Subvrsive, a WPP company, is already one of the first TikTok Effects Partners.

TikTok will also work with its creator community to build a diverse network of creators who can collaborate with WPP and its clients. WPP will be the Lead Agency Development Partner for new creator-focused APIs, incorporating WPP's brand safety methodology and leveraging unique brand and marketer data signals. The aim is to enable brands to gain deeper insights on creators, connect with diverse voices, and have early access to these creators for their campaigns.

In addition, WPP and TikTok will co-create a training and accreditation program for WPP agencies, providing them with priority access to tailored content for media and creative disciplines. This program will certify that WPP's talent is leading the development of top-notch creative and media solutions on the TikTok platform.

To enhance brand safety on TikTok, GroupM (WPP's media buying arm) and TikTok will continue to integrate with third-party verification vendors, develop inclusion and exclusion controls, and align with the GARM Brand Safety and Suitability Framework. The companies also plan to conduct market-leading research to guide brands on TikTok best practices and help them employ data-informed strategies for driving engagement on the platform. GroupM is already working with TikTok on niche auction training and will continue to enhance buying capabilities through its network of specialists.

Mark Read, CEO of WPP, expressed his excitement about the partnership, stating that clients are looking for new and innovative ways to reach consumers, and TikTok has demonstrated the power of mobile video and the opportunities it offers for brands to engage with their audience. Blake Chandlee, VP of Global Business Solutions at TikTok, emphasized the shared goal of driving amazing campaigns that resonate with the growing audience in an authentic and creative way.

Overall, this partnership between WPP and TikTok aims to provide WPP agencies and clients with access to TikTok's unique advertising products, collaborate with creators, enhance brand safety, and deliver exceptional campaigns that connect with the audience.