Social media platform TikTok has picked PHD as its global agency of record. The other agencies believed to be in the fray were Carat, GroupM and Publicis. PHD’s mandate will include media planning and buying duties across channels in markets outside China.
TikTok is among the fastest growing social media platforms and hit one billion downloads globally in February 2019. The app recently claimed to have 500 million global monthly active users.
It was the world’s most downloaded iOS app through the first half of 2018 and has remained among the top four global apps on all mobile operating systems.
PHD China CEO Anna Chitty said: “As a ‘challenger brand at scale’, PHD shares common values and thinking with TikTok, which has broken records in the social media landscape to become the fastest-growing platform in history.
“We are honoured to partner with such an incredible success story and look forward to the challenge of accelerating their global momentum further.”
PHD worldwide CEO Philippa Brown said: “We’re delighted to be partnering with TikTok at this exciting stage in the platform’s growth journey. The global assignment utilises PHD’s key network capabilities and expertise in areas such as technology, data and digital content.”
Omnicom Media Group China’s chief operating officer Claudine Kwek added: “This is yet another validation of our brand-led, group-powered approach in delivering market-leading solutions for our clients.
“It is also a testament to all the transformation efforts we have undertaken in China, attracting a new breed of clients with our agile systems and highly focused centres of excellence. We look forward to deploying these services for TikTok and working with them on the continuation of their global success story.”