TikTok has joined forces with WPP to give WPP agencies and clients special access to the short form video app’s capabilities.

WPP will gain early access to advertising products in development and partner with TikTok on marketing API integrations and future features, such as augmented reality formats. Meanwhile, TikTok will turn to its creator community to build a network of creators to partner with WPP – with the holding company becoming the ‘Lead Agency Development Partner’ for creator-focused APIs.

“More and more brands all over the world are experiencing the impact TikTok has to create moments that not only shape culture but also drive business value. Creative and media agencies play a major role in fuelling these creative campaigns, and were excited to partner with a global innovator like WPP as we build for the future,” said Blake Chandlee, VP of Global Business Solutions at TikTok. “We both share a common goal: to drive amazing campaigns for our clients that resonate with our growing audience in a way that is authentic, inspires creativity and brings joy. We look forward to delivering on this shared goal for WPP, its agencies and clients.”

The pair will also co-create a training and accreditation programme for WPP agencies and jointly conduct research to guide brands on TikTok best practices and assist them with employing data-informed strategies on the platform.

“Our clients want new and innovative ways to reach consumers. 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, WPP CEO. “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.”