WPP partners with TikTok

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 16, 2021, 2:59 PM UTC

This first-of-its-kind global agency collaboration will deliver new opportunities for the British holding company's agencies and clients. 

London-based WPP announced an innovative global partnership with Chinese short-form video sharing platform TikTok. This collaboration would let WPP agencies and clients to tap into TikTok's culture-shaping impact and reach. It would also enable WPP clients to capitalise on ByteDance-owned platform's unique access and capabilities. 

Because of the partnership, WPP agencies and clients would have early access to TikTok's advertising products. The agency's holding company and the video-sharing platform would co-create a training and accreditation program for WPP agencies. 

WPP's GroupM and TikTok would continue to work on building brand safety solutions on the platform. WPP's CEO Mark Read said they are looking forward to working with TikTok to ensure their "clients continue to benefit from what its platform has to offer.

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