TikTok, ByteDance’s musical social network which has grown rapidly over the course of the past year recently sent its Global Media Account to Omnicom’s PHD. The appointment of PHD comes after a very competitive review. According to sources close to the review, other agencies like Dentsu, Publicis and WPP participated in the review. Before the review, Interpublic Group of Cos.’ Initiative in the U.S. worked with the social network. According to the agency spokesman, the agency declined to participate in the review.
TikTok Sends Global Media Account to Omnicom’s PHD
As the official global media agency of TikTok, PHD will be handling media planning and buying duties across all channels in international markets outside of China. They will be working closely with the social network’s global leadership team in Beijing. The agency will operate TikTok’s account out of its various offices in Singapore, Dubai, Los Angeles, Mumbai, Tokyo and Seoul. The brand’s London market is the only one that will be handled by PHD sibling agency Hearts & Science.
PHD will start handling the account immediately. With TikTok and Douyin already hitting an estimated one billion regular users, the media agency will be tasked with trying to keep the growth momentum going. PHD will be expected to leverage “key network capabilities and expertise in areas such as technology, data and digital content” to keep the growth momentum going.
Omnicom Media Group and PHD Speak on the Appointment
Omnicom Media Group China’s chief operating officer, Claudine Kwek spoke about the appointment. She stated that the appointment is another validation of their brand-led, group-powered approach in delivering market-leading solutions for their clients. She also stated that it is also a testament to all the transformation efforts they have undertaken as a Group in China attracting a new breed of clients with their agile systems and highly focused Centers of Excellence. Kwek expressed the Group’s excitement to be deploying their services for TikTok
Anna Chitty, chief executive of PHD China also spoke about the appointment. She described the app “as a challenger brand at scale.”She stated that the agency is looking to continue to help the app break records. This appointment comes after the NFL sent its media duties to Omnicom Media Group’s OMD without a review last week.