TikTok has announced a new partnership with IPG Mediabrands, which will see the two entities create a series of new programs to connect IPG’s slate of brands to expanded promotional opportunities on the short video platform.

As explained by TikTok

“Today, IPG Mediabrands and TikTok are joining forces to spearhead a first-of-its-kind creator and content accelerator initiative designed to drive brands to the center of culture. IPG Mediabrands and TikTok will co-create a series of custom programs for IPG Mediabrands’ clients, helping them build an authentic presence on TikTok by tapping into the platform’s community of creators.”