TikTok has sealed its largest ad world partnership with WPP, the ad agency announced on Monday, which comes just as TikTok is about to host what is being called an “upfront” presentation by ad execs who expect to be in attendance this week.
On Monday, TikTok and WPP, one of the top media holding companies, announced the tie-up. The partnerships are a sign that TikTok, which is a Chinese-owned app, is putting 2020 in its rear view, when there were some reputational risks for major firms, discouraging them from working with the company. Agencies and brands were intrigued by TikTok but worried about turbulence from its fight with the Trump administration, which is now out of power and no longer able to threaten TikTok’s operations in the U.S.
TikTok is even hosting a conference called the “#ForYor Summit” on Wednesday, which is billed as an event for brands and agencies. The online conference invited many of WPP’s rivals, too, and attendees, who spoke on background said it feels like an upfront. Upfronts are shows from media companies, like TV networks and digital publishers, where they show off the upcoming programs and ad offerings. The media companies look to attract big-time sponsorships.
“TikTok has quickly demonstrated the power of mobile video and the many opportunities that exist for brands to engage in meaningful and creative ways on its platform,” said Mark Read, CEO of WPP, in Monday’s announcement. “I am delighted that we have formed this global partnership, a first in our industry, and look forward to working with TikTok to ensure our clients continue to benefit from what its platform has to offer.”