WPP and TikTok have partnered to be the first advertising and marketing services company to integrate Symphony, the social platform’s generative AI tools, into WPP Open, its AI-enabled marketing platform.
The collaboration gives WPP teams early access to TikTok’s cutting-edge innovations, empowering clients to connect with TikTok’s massive audience through dynamic and engaging content.
The Symphony integration turbocharges WPP Open, enabling teams to develop AI-driven content strategies that transform how brands connect with TikTok’s over a billion users. WPP teams will be among the first to explore and leverage new Symphony API features as they roll out, ensuring clients stay ahead of the curve and capitalise on the latest trends.
The partnership unlocks exciting new capabilities within WPP Open, equipping teams with fresh ways to ideate and create content that resonate with TikTok’s unique audience.
Clients will have 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 for WPP clients include Symphony Digital Avatars that are licensed and consensual, AI-generated representations of real people to help scale and globalise branded content with a personalised, AI dubbing translation tool that produces multi-language content in a hyper-realistic style and supports over 15 languages worldwide and that is expanding.
WPP Clients will also have access to 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.
“With TikTok’s Symphony Suite, we’re giving our creatives even more firepower to push boundaries and experiment for our clients,” Rob Reilly, Chief Creative Officer at WPP, said.
“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, Global Head of Creative & Brand Products at TikTok, said: “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.”
Global client Danone has already leveraged the suite of Symphony tools in WPP Open for an upcoming campaign, demonstrating the immediate impact and value of the integration.
Catherine Lautier, VP, Global Head of Media & Integrated Brand Communication for Danone, said: “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, EVP, Global Head of Strategic Partnerships & Solutions at WPP, added: “This expanded partnership with TikTok is a game-changer 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.”
The integration of Symphony’s tools into WPP Open builds on the companies’ successful partnership and track record of delivering best-in-class solutions for clients. Earlier this year, Ogilvy PR & Village Marketing became the first TikTok-accredited creative agency of its size, demonstrating its deep understanding of TikTok’s ecosystem.
The news follows the announcement of WPP’s increased £300m annual investment in AI, data, and technology earlier this year. TikTok’s Symphony Suite is a key partner integration within WPP Open, enabling WPP’s global marketers to transform and accelerate business growth.