Sabrina Sanchez
Aug 4, 2021

Publicis Groupe partners with TikTok on social commerce

The holding company will test the platform’s new social commerce products and access exclusive research.

Publicis Groupe partners with TikTok on social commerce

Publicis Group is the latest holding company to ink a global partnership with TikTok, the companies said Tuesday. 

Under the partnership, Publicis Groupe’s clients will gain early access to test new e-commerce products on TikTok and gain access to exclusive research on the social commerce space. 

Publicis Groupe will also participate in an incubator program called Community Commerce Sprint, which will help inform brands’ TikTok campaigns ahead of the holiday shopping season. 

“TikTok is still a very young platform, despite its prominence,” said Jeremy Cohen, VP and head of global content partnerships at Publicis Groupe. “We identified TikTok commerce as an area of focus very early on in conversations.”

The partnership comes as TikTok doubles down on social commerce efforts. Last year, the tech platform partnered with Shopify to enable users to make purchases through the app. 

At it NewFront presentation in May, TikTok also emphasized to marketers that the #TikTokMadeMeBuyIt trend turns impressions into purchases. Sales from social commerce are expected to rise nearly 35% this year to more than $36 billion, according to eMarketer

As for the benefit to TikTok, Cohen said “Publicis Groupe has large brands, medium-sized brands and smaller brands in every category you can imagine.”

TikTok has also partnered globally with WPP to gain early access to products and partner on brand safety initiatives. The platform has also partnered with IPG Mediabrands with a focus on creators. 

TikTok signed its first partnership with a U.S. agency in November when it teamed up with Horizon Media to provide the agency and its clients with first looks at products, media incentives and opportunities for co-product development

 

 

Source:
Campaign US

Related Articles

Just Published

1 day ago

Documentary on McCann copywriter Ilon Specht makes ...

Specht is behind the iconic L’Oréal slogan, ‘Because I’m Worth It’ created during the ‘Mad Men’ era.

1 day ago

Why it's a great time to be an indie right now

Brands are searching for faster, nimble agencies that really understand the nuances of cultural behaviour.

1 day ago

Publicis scoops Coca-Cola media in North America

WPP has lost the account after a closed review.

1 day ago

A tale of two holding companies: WPP and Publicis

WPP’s loss of the Coca-Cola North America media biz to Publicis is a wake-up call for the former to beef up its media capabilities.