WPP is expanding its partnership with TikTok, becoming the first ad and marketing agency to integrate TikTok’s generative AI tools, Symphony, into its AI-powered platform, WPP Open.
This collaboration gives WPP early access to TikTok’s innovations, empowering clients to connect with TikTok’s massive audience through dynamic and engaging content.
Supercharge content creation with AI
The Symphony integration enables WPP Open’s teams to develop AI-driven content strategies that transform how brands connect with TikTok’s more than a billion users.
WPP teams will be among the first to explore and use new Symphony API features as they roll out, ensuring clients stay ahead of the curve and capitalise on the latest trends.
WPP Open gets a unique creative boost
This partnership also unlocks exciting new capabilities within WPP Open, equipping teams with fresh ways to ideate and create content that resonate with TikTok’s unique audience.
With TikTok’s Symphony tools, clients gain access to a wider range of content variations, more personalised and localised brand messaging, intuitive editing tools and stronger brand connections with key audiences, maximising campaign impact.
Key features available to WPP clients
- Symphony Digital Avatars: With WPP, clients can use licensed and consensual, AI-generated representations of real people to help scale and globalise branded content with a personalised, human feel and variety of gestures, expressions, nationalities, ages and languages.
- Global Reach, Local Impact: Symphony’s AI dubbing translation tool produces multilanguage content in a hyper-realistic style, supporting more than 15 languages worldwide and dramatically expanding global and regional reach for brands and make their messages more impactful.
- Effortless Content Creation: Brands can streamline content creation by using a video generator that provides advertisers with video-based product details and assets pulled directly from a product detail page (PDP) URL, incorporating TikTok’s best practices for optimal engagement.
Redefine what’s possible
Rob Reilly, WPP’s chief creative officer, says: “With TikTok’s Symphony Suite, we’re giving our creatives even more firepower to push boundaries and experiment for our clients.
“It’s about making creativity smarter, faster and more effective, blending the magic of the human touch with the power of AI to deliver killer results for the world’s biggest brands.”
Andy Yang, TikTok’s global head of creative & brand products, says: “To realise our vision of creativity powered by technology that supercharges productivity and drives real results, we are continuing our commitment to the entire creative ecosystem.
“We are partnering with leaders in marketing content creation to bring the power of TikTok Symphony into more tools and solutions to unlock unparalleled return on creativity. We’re not just evolving the space – together we’re redefining what’s creatively possible.”
A gamechanging partnership
Global client Danone is already using the suite of Symphony tools in WPP Open for an upcoming campaign, demonstrating the immediate impact and value of the integration.
Danone’s global head of media & brand communications Catherine Lautier says: “As a launch partner for this groundbreaking announcement, Danone is incredibly excited to pilot TikTok’s Symphony tools within WPP Open for Alpro, our plant-based brand in Europe.
“This partnership empowers us to connect with consumers on TikTok in even more authentic, localised and impactful ways, accelerating our AI driven content strategy and ensuring Alpro and many of our brands resonate at the speed of culture.”
Elav Horwitz, WPP’s global head of strategic partnerships & solutions, adds: “This expanded partnership with TikTok is a gamechanger for WPP and our clients.
“Integrating TikTok’s Symphony AI suite into WPP Open allows us to deliver high-impact solutions that truly resonate with TikTok’s massive audience.
“This collaboration will transform how we create, unlocking unprecedented levels of creativity, personalisation and energy. We’re excited to be the first to market with these cutting-edge tools that will help our clients build powerful ideas that drive growth, says Horwitz.
