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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.
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