WPP and TikTok Announce First-of-Its-Kind Global Agency Partnership

Rhea-AI Summary

WPP (NYSE: WPP) has entered a global partnership with TikTok to enhance advertising capabilities for its clients. This collaboration will allow WPP to access new advertising products and integrate marketing APIs, ensuring they stay at the forefront of innovation. They aim to leverage TikTok's creator community and develop best-in-class training programs. GroupM, WPP’s media arm, will work on brand safety solutions and conduct research on best practices for TikTok advertising. WPP's CEO highlighted the need for creative and engaging ways to reach consumers via mobile video.

Positive

• Global partnership with TikTok enhances WPP's advertising capabilities.
• Early access to innovative advertising products and marketing APIs.
• Partnership with TikTok's creator community for exclusive collaboration.
• Co-creation of a training program to enhance creative solutions.
• Focus on brand safety and research for TikTok best practices.

Negative

• None.

WPP (NYSE: WPP) and TikTok, a leading destination for short-form mobile video, today announced an innovative global partnership to enable WPP agencies and clients to tap into the culture-shaping impact and reach of the platform. The partnership allows WPP clients to benefit from unique access and capabilities on the TikTok platform.

Recognizing the significant opportunities for brands that both short-form video and digital content continue to present, 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. 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.

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

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

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.”

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

About WPP

WPP is a creative transformation company. We use the power of creativity to build better futures for our people, clients and communities. For more information, visit www.wpp.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20210201005466/en/

FAQ

What is the significance of the WPP and TikTok partnership?

The partnership allows WPP to enhance advertising capabilities for clients by gaining early access to new TikTok advertising products and collaborating with creators.

How will WPP benefit from its partnership with TikTok?

WPP will benefit from unique access to TikTok's platform, innovative advertising solutions, and training programs designed to improve creative campaigns.

What role will GroupM play in the WPP and TikTok collaboration?

GroupM will focus on developing brand safety solutions and conducting research to guide brands in effectively using TikTok for advertising.

When was the partnership between WPP and TikTok announced?

The partnership was announced recently, aligning with WPP's strategy to engage consumers through innovative mobile video solutions.

What are the goals of WPP's collaboration with TikTok?

The goals include leveraging TikTok for creative marketing, improving brand safety, and providing deeper insights into creator partnerships.