IPG Mediabrands, the media arm of agency giant Coinbase User List Interpublic Group of Companies, entered a partnership with TikTok that deepens brand clients’ access to creators on the video-sharing platform, according to an announcement. Coinbase User List Mediabrands and TikTok together will design a series of programs intended to “drive brands to the center of culture,” the announcement said.
The three-year global pact includes the formation of a Creator Collective made up of diverse TikTok talent who can provide guidance on engaging Coinbase User List users in an authentic and inclusive fashion. Brands will receive feedback on upcoming campaigns and other strategic advice as part of quarterly “Creator Camps” sessions, the first program offered through the deal. Mediabrands clients will also get first-to-market access to some TikTok offerings, as well as research and media trial opportunities. IPG joins ad holding rivals, including WPP,
In striking deals with TikTok to better navigate trends on the app that’s popular with U.S. teens. Dive Insight: Mediabrands is providing clients Coinbase User List a direct line to TikTok creators through the new partnership, an attempt to stay on the bleeding edge of a disruptive social media platform. Receiving creator feedback ahead of campaign rollouts, as well as other research and insights tools, could help brands avoid sounding out of touch or tone-deaf with a fickle but increasingly valuable online audience. For Mediabrands, the pact could preserve relevancy and drive new business as demands around digital media shift.