Dentsu Asia Pacific and TikTok partners to offer leading performance & commerce capabilities for brands
Dentsu Asia Pacific and TikTok have announced a regional partnership, kickstarted in SEA, aimed at driving media and commerce excellence for clients. This partnership will enable dentsu clients to leverage TikTok’s strengths as a platform to deliver best in class capabilities across commerce, creativity and creator marketing to drive brand outcomes at scale.
A key aspect of the partnership is ‘Test with TikTok’ programme, that brings together leading performance specialists from dentsu and product innovators from TikTok to test several performance and commerce hypotheses on the platform. With a fixed set of exclusive clients on the pipeline, dentsu clients will enjoy access to new features and best practice optimization opportunities on TikTok to uncover new learnings. The efforts around this initiative are already underway where select dentsu clients are currently participating in an exclusive hypothesis test around effectiveness of different audience strategies on the platform.
Delilah Chan, Head of Channel Revenue Partnerships SEA, TikTok, said: “We are delighted to partner with dentsu as by complementing the strengths of our two organisations – TikTok’s product and platform capabilities with dentsu’s world-class performance and commerce capabilities, we can truly put the needs of the clients at the heart of our partnership. Through this collaboration, dentsu’s clients will get custom product testing opportunities, giving them actionable insights that present advantage when developing growth strategies on our platform. We look forward to the outcomes of these product tests and are excited to see the number of important regional brands already onboard, with more of dentsu’s clients on the roadmap to join as the partnership develops.”
The dentsu–TikTok partnership sets the tone for future engagements as the focus shifts to enablement through collaboration.
Sunil Naryani, President of Product, Commercials & Partnerships, dentsu Asia Pacific, said: “Genuine commitment between dentsu and TikTok has allowed us to expand our partnership beyond standard training programs into progressive and tangible areas of product testing for performance and commerce outcomes. We appreciate the strong collaboration from TikTok with dentsu advertisers for exclusive hypothesis testing and generating actionable insights on their platform through ‘Test with TikTok’ programme. With more than 10 client tests already in the works, we hope to lay the foundation for an industry-leading media best practice around audience strategies which we are building alongside TikTok. The longer-term objective is for these tests and best practices to culminate into client-centric commerce and performance strategies on the platform.”