WPP has forged what it calls a “first-of-a-kind global agency partnership” with China’s TikTok, a short-form mobile video platform.
CEO Mark Read said 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.”
The partnership gives WPP shops early access to advertising products under development at TikTok to ensure that they remain at the forefront of innovation as the platform develops a new suite of products for brands, according to the ad/PR holding company.
TikTok has agreed to develop a training program for WPP agencies to help them create best-in-class content for the video platform.
WPP owns BCW, Hill+Knowlton Strategies, Finsbury Glover Hering, and Ogilvy.