IPG Mediabrands and TikTok are teaming up today to launch a first-of-its-kind creator and content accelerator program aimed at propelling brands to the forefront of culture. IPG Mediabrands and TikTok will collaborate to develop a series of custom programs for IPG Mediabrands clients, assisting them in establishing an authentic presence on TikTok by leveraging the platform’s community of creators. The two companies will form a bespoke Creator Collective, which will put together a small group of forward-thinking and diverse creators to offer hands-on feedback to IPG Mediabrands clients, ensuring that their content is culturally related. It’s welcoming and resonates with the TikTok audience. The first program in the series will be “Artist Camps,” a quarterly session in which designers will provide IPG Mediabrands clients with strategic advice and input on upcoming campaigns. The Creator Collective is the centerpiece of a three-year global partnership between IPG Mediabrands and TikTok, which aims to provide IPG Mediabrands’ agencies and clients access to TikTok expertise and training, first-to-market opportunities, tools and best practices, as well as research and media trial opportunities.
The Creator Collective forms the central pillar of a three-year, global endeavor between IPG Mediabrands and TikTok that focuses on providing IPG Mediabrands’ agencies and clients with access to TikTok insight and training, first-to-market opportunities, resources and best practices, and research and media trial opportunities.
“I am excited to announce that IPG Mediabrands clients will now get unique access to the immense content and entertainment capabilities of TikTok”, said Daryl Lee, Global CEO, IPG Mediabrands. “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.”
“As audience reach declines in traditional formats, it is critical that client budgets fund new ways to connect with audiences,” added Dani Benowitz, President of IPG Mediabrands’ MAGNA. “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.”
“On TikTok, brands have the unique ability to become creators and storytellers by listening to the community and adopting an always-on approach to their content,” said Blake Chandlee, President of Global Business Solutions, TikTok. “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.”
On and off the web, TikTok and IPG Mediabrands have committed to finding new ways to promote diversity, equality, and inclusion. TikTok was a recent participant in the Equity Upfront, organized by IPG Mediabrands’ MAGNA, and the two companies will partner to create new, creative strategies to support nonprofit organizations and elevate underrepresented communities on the platform.
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