TikTok Turns Its Content Creators Into Brand Advisers Through Deal With IPG Mediabrands

Creator Collective connects clients with the platform's top talent

Quarterly Creator Camps will bring together TikTok creators and IPG Mediabrands clients.
Lorenzo Di Cola/NurPhoto via Getty Images

TikTok will partner with IPG Mediabrands to offer the agency network more direct access to creative talent on the platform.

The creator and content accelerator initiative will be named The Creator Collective and aims to help guide brands to build “an authentic presence” on the platform that will resonate with TikTok’s community, according to the company’s statement.

The three-year initiative will involve the founding of Creator Camps—sessions with TikTok creators who will meet each quarter with the agency’s clients to offer advice and feedback on their campaign plans.

Also available through the partnership will be training, access to resources and advice on best practices and research and media trial opportunities.

“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 for TikTok.

For agency clients, the partnership is aimed at keeping their messaging and tactics relevant.

“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’ investment arm, 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.”

The partnership will also see the pair aim to identify new diversity and inclusion initiatives on and off the platform while also looking to benefit nonprofit organizations.

In March it was announced that TikTok had joined the Coalition to End Wildlife Trafficking Online with the platform having guidelines in place that prohibit content that depicts or promotes poaching or illegal trade of wildlife.

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