Jun 15, 2022
In Self Help Forum
WPP and TikTok began a global partnership Coinbase User List that grants the agency holding group early access to the social video app’s latest advertising products and mobile innovations, among other perks, according to a press release. As part of Coinbase User List the tie-up, WPP will receive exclusive access to some TikTok creators, opening collaboration opportunities for select advertising clientele. The agency conglomerate, for its part, is developing creator-focused applications for TikTok as the platform’s Lead Agency Development Partner, including ways for brands to glean Coinbase User List deeper insights into talent and more easily connect with diverse voices. GroupM, WPP’s media-buying arm, will continue its work on TikTok brand safety solutions and integrating third-party Coinbase User List verification vendors. The agreement notches a victory for WPP as short-form mobile video continues a meteoric ascent and amid a broader quest to reignite growth at the agency giant. Dive Insight: WPP scores a big win in securing early access to TikTok advertising products and partnerships with platform creators, which include some big-name influencers as well as lesser-known Coinbase User List names that can also provide value for brands. TikTok is in high demand with marketers as the video-sharing platform — the most-downloaded app of 2020 — continues to command consumer attention and set broader cultural trends. The companies will collaborate on training and accreditation programs for WPP that aim to lend agency talent more credibility across media and creative disciplines on the app.