Global social platform TikTok has appointed PMG as lead social strategy agency for TikTok for Business. The agency is tasked with promoting the platform’s monetization capabilities, which cater to advertisers around the world.
PMG will be responsible for cross-channel strategy, creative, content development and production.
“There is massive untapped business potential for marketers within TikTok, which is unlike any other platform available to advertisers today,” PMG CEO George Popstefanov said in a statement. “As the authentic option for those seeking entertainment and unexpected moments of joy, we couldn’t be more excited to partner with them to spread the TikTok effect and deliver a unique value proposition to advertisers globally.”
The appointment comes as the platform continues to gain popularity and notice from brands and arrives in the wake of Nathan Apodaca‘s TikTok video of skateboarding to work, sparking a cultural moment for Ocean Spray (and Fleetwood Mac).
‘Advertisers and agencies are drawn to TikTok because it is defining the new cultural conversation. The platform’s community of creators is inspiring new, more authentic brand-building opportunities, and its reach continues to escalate well beyond Gen Z,” PMG senior creative director Scott Everett said in a statement. “We’re excited to be creating highly impactful content that will fuel TikTok’s global mission to inspire creativity and bring joy.”