TikTok, IPG Mediabrands in Global Partnership to Help Brands Connect Better with Culture

Marketing | April 8, 2021 | News

TikTok IPG Mediabrands

ByteDance’s short video app TikTok, which is currently banned in India along with several other Chinese apps, has announced a global partnership with IPG Mediabrands, the media arm of advertising network IPG.

IPG Mediabrands and TikTok will co-create a series of custom programs for clients, helping them build their presence on TikTok by tapping into the platform's community of creators,  informed an official statement.

The two companies will form a ‘Creator Collective’, bringing together a selected group of ‘forward-thinking and diverse creators’. These creators will provide guidance to IPG Mediabrands’ clients to ensure their content is culturally connected, inclusive and resonates with the TikTok community, the communication added.

Quarterly ‘Creator Camps’ to that end will be the first programme of the series. The initiative has been signed for three years. Agencies and clients will access TikTok insight and training, first-to-market opportunities, resources and best practices, and research and media trial opportunities, the statement further said.

Daryl Lee, Global CEO, 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. As the most improved platform from a media responsibility perspective based on our latest Media Responsibility Index, TikTok has earned this partnership through backing its words with action and integrity.”

"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,” said Blake Chandlee, President of Global Business Solutions, TikTok.

Dani Benowitz, President, 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.”

The two companies have stated their intent to also collaborate to develop strategies to benefit non-profit organizations and elevate underrepresented communities on the platform.

The short video app is currently banned in India; globally, the duo will host immersive sessions to match brands with creators and provide strategic counsel for co-creation

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