TikTok has partnered with IPG Mediabrands in a three-year global deal to create custom programs for Mediabrands’ clients.
At the crux of the partnership is a ‘Creator Collective’ – essentially, a group of TikTok creators who will provide advice to IPG Mediabrands’ clients.
They will also host ‘Creator Camps’ every quarter, where creators “provide IPG Mediabrands clients [with] strategic counsel and feedback on their upcoming campaigns,” according to a statement from TikTok. As a result, there is the potential for increased monetised opportunities for TikTok creators as they help brands develop and improve their campaigns.
Daryl Lee, Global CEO of IPG Mediabrands said, “I am excited to announce that IPG Mediabrands clients will now get unique access to the immense content and entertainment capabilities of TikTok.”
Dani Benowitz, President of IPG Mediabrands’ MAGNA said, “as audience reach declines in traditional formats, it is critical that client budgets fund new ways to connect with audiences. This partnership will deliver incredible value to our clients and, as importantly, will help all of us learn the power of creating content communities at scale.”
Ads on the platform have been available since early 2019, with brands like KFC, Nike and Apple Music making use of the platform’s potential.
In the statement, Blake Chandlee, President of Global Business Solutions for TikTok said, “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.”
“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.”
