Advertising agency IPG Mediabrands is partnering with TikTok on a first-of-its kind accelerator program for content creators.
The ensuing Creator Collective will comprise a series of sessions matching advertisers with TikTokers, who will provide strategic counsel and co-creation opportunities for upcoming campaigns.
The first of the so-called Creator Camp meetings — which will take place quarterly, the companies say — will see diverse creators providing hands-on guidance to Mediabrands clients to ensure that their ad campaigns are both culturally connected and inclusive.
Creator Collective marks the central pillar of a three-year-old relationship between Mediabrands and TikTok that also provides the agency’s clients access to TikTok insights and training, first-to-market ad opportunities, resources and best practices, and research and media trial opportunities. The companies are also working together to foster diversity solutions both on and off the platform, including developing strategies for nonprofits that are working to elevate underrepresented communities.
This isn’t TikTok’s first partnership with a major ad agency. In February, it teamed with British advertising and marketing conglomerate WPP to give clients early access to advertising products in development. That partnership also called for TikTok to build a diverse and brand-safe network of creators for brand deals with WPP clients.