TikTok and IPG Mediabrands form Creator Collective partnership

David Murphy

TikTok is partnering with IPG Mediabrands to co-create a series of custom programs for the agency's clients, helping them build an authentic presence on TikTok by tapping into the platform's community of creators.

The two companies will form a Creator Collective, bringing together a select group of diverse creators who will provide hands-on guidance to IPG Mediabrands’ clients, with the aim of ensuring that their content is culturally connected, inclusive and resonates with the TikTok community. “Creator Camps,” a quarterly session where creators will provide IPG Mediabrands clients with strategic counsel and feedback on their upcoming campaigns, will be the first program of the series.

The Creator Collective forms the central pillar of a three-year, global partnership between IPG Mediabrands and TikTok that focuses on providing IPG Mediabrands’ agencies and clients with access to TikTok insight and training, first-to-market opportunities, resources and best practices, and research and media trial opportunities.

TikTok and IPG Mediabrands have also committed to identifying new ways to foster diversity, equity and inclusion on and off the platform. The two companies will collaborate to develop strategies to benefit nonprofit organizations and elevate underrepresented communities on the platform.

"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, TikTok’s President of Global Business Solutions. “We're delighted to partner with IPG Mediabrands and help their clients tap into trends, create a steady stream of content that resonates with our community, and embrace the creativity and culture that makes TikTok such an incredible platform.”