Tik Tok appoints PHD to global media account

Short-form video platform Tik Tok has named PHD as its global media agency of record to manage all media planning and buying duties in international markets outside of China.

The appointment, effective immediately, will see PHD work closely with Tik Tok’s global leadership team in Beijing.

“We’re delighted to be partnering with Tik Tok at this exciting stage in the platform’s growth journey. The global assignment utilises PHD’s key network capabilities and expertise in areas such as technology, data and digital content,” said PHD’s worldwide CEO Philippa Brown.

Tik Tok hit 1bn downloads globally in February this year, and became the most-downloaded iOS app in the world in the first half of last year, remaining among the top four global apps on all mobile operating systems since.

“As a ‘challenger brand at scale’, PHD shares common values and thinking with Tik Tok, which has broken records in the social media landscape to become the fastest-growing platform in history,” said PHD China’s CEO, Anna Chitty.

“We are honoured to partner with such an incredible success story and look forward to the challenge of accelerating their global momentum further.”

Omnicom Media Group China’s COO, Claudine Kwek, added that the appointment is a validation of the Omnicom approach.

“This is yet another validation of our brand-led, group-powered approach in delivering market-leading solutions for our clients. It is also a testament to all the transformation efforts we have undertaken as a group in China, attracting a new breed of clients with our agile systems and highly focused centres of excellence,” Kwek said.

“We look forward to deploying these services for Tik Tok and working with them on the continuation of their global success story.”


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