IPG Mediabrands is working with TikTok to help brands tighten their relationships with content creators. IPG is teaming up with the social app to design a series of programs intended to “drive brands to the center of culture.” The three-year global pact will include the development of a Creator Collective made up of diverse TikTok talent “who can provide guidance on engaging users in an authentic and inclusive fashion.” Through the collaboration, brands will be able to receive feedback on upcoming campaigns and other strategic advice as a part of quarterly “Creator Camps” sessions, which will be the first program offered through the deal. IPG’s clients will also get “first-to-market access” to some TikTok offerings, and research and media trial opportunities. (Marketing Dive, Adweek)
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