British advertising and marketing conglomerate WPP has announced a global partnership with TikTok that the two companies say will enable WPP-owned ad agencies and their clients to gain unique access to and capabilities on the hit micro-video platform.
WPP will have early access to advertising products in development at TikTok, and the companies will also partner on marketing API (application programming interface) integrations as well as new ad formats, including augmented reality ads. To this end, WPP-owned Subvrsive — an AR, VR, and 360 content studio — was one of the first TikTok Effect Partners, which specialize in the production and ideation of AR effects, and work with TikTok to help brands in this field.
The partnership will also call for TikTok to build a diverse and brand-safe network of creators who will receive exclusive opportunities to collaborate with select advertisers that WPP works with. And several WPP-owned agencies will participate in a training and accreditation program co-created by TikTok and WPP, which will certify best advertising practices.
Finally, GroupM, WPP’s media buying arm, will work with TikTok to bolster brand safety by helping TikTok integrate third-party verification vendors to ensure that ads are in alignment with the GARM Brand Safety Floor and Suitability Framework.
“More and more brands all over the world are experiencing the impact TikTok has to create moments that not only shape culture but also drive business value,” Blake Chandlee, TikTok’s VP of global business solutions, said in a statement. “Our clients want new and innovative ways to reach consumers. Creative and media agencies play a major role in fueling these creative campaigns, and we’re excited to partner with a global innovator like WPP as we build for the future.”