TikTok partners with IPG on custom creator-brand relationships

Anne Freer | April 12, 2021

App Business

TikTok has partnered with IPG Mediabrands to create customised programs for clients of the ad agency.

As part of the Creator Collective, IPG and TikTok hope to help advertisers establish a more authentic presence on the popular short-form video app and among its creators.

“On TikTok, brands have the unique ability to become creators and storytellers by listening to the community and adopting an always-on approach to their content,” explained Blake Chandlee, TikTok’s President of Global Business Solutions.

“We’re delighted to partner with IPG Mediabrands and help their clients tap into trends, create a steady stream of content that resonates with our community, and embrace the creativity and culture that makes TikTok such an incredible platform.”

Brands will be able to work with a range of creators on the platform to ensure that their content is more connected to their target audiences and resonates with viewers.

So called Creator Camps are quarterly sessions where creators can provide IPG clients with strategic feedback on their campaigns.

Advertisers also gain access to additional training and first-to-market opportunities.

In addition, the Collective is committed to finding ways to boost diversity and equality on and off the platform.

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