WPP and TikTok strike first-of-its-kind global agency partnership

WPP and TikTok announce global partnership

WPP and TikTok have announced an innovative global partnership to enable WPP agencies and clients to tap into the culture-shaping impact and reach of the platform. The partnership allows WPP clients to benefit from unique access and capabilities on the TikTok platform.

Recognizing the significant opportunities for brands that both short-form video and digital content continue to present, WPP will have early access to advertising products in development, ensuring WPP and its clients remain at the forefront of innovation.

To further build brand safety solutions on the platform, GroupM and TikTok will continue to work on complete integration with third party verification vendors, developing meaningful first party inclusion and exclusion controls, and alignment with the GARM Brand Safety and Suitability Framework. The companies also intend to jointly conduct market-leading research to guide brands on TikTok best practices and assist them with employing data-informed strategies for driving engagement on the platform.

Additionally, WPP and TikTok will co-create an industry-leading training and accreditation program for WPP agencies, which will secure priority access to content tailored to media and creative disciplines.