IPG Mediabrands and TikTok partner to enhance client experience

IPG Mediabrands has partnered with TikTok to co-create a series of custom programs that will help its client build a legitimate presence on the content platform by tapping into its community of creators.

TikTok will create a bespoke ‘Creator Collective’ that will provide guidance to IPG Mediabrands’ clients to ensure their content is culturally relevant and inclusive. The ‘Creator Camps’ will take place quarterly and give clients strategic counsel and feedback on their upcoming campaigns, will be the first program of the series.

“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,” said IPG Mediabrands’ global CEO, Daryl Lee.

The Creator Collective sits at the heart of a three-year, global effort from IPG Mediabrands to provide its agencies and clients with access to TikTok insight and training, first-to-market opportunities, resources and best practices, and research and media trial opportunities.

The partnership between TikTok and IPG Mediabrands will also see the two companies commit to identifying and promoting new ways to foster diversity and inclusion on and off the platform, and develop strategies to assist in elevate underrepresented communities on the platform.

“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,” president of IPG Mediabrands’ MAGNA, Dani Benowitz, added.

Blake Chandlee, TikTok’s president of global business solutions, said: “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.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.