By Andrea Hernandez and Sherry Noik
WPP is expanding its partnership with TikTok by being the first advertising firm to incorporate Symphony, TikTok’s generative AI capabilities, into its own AI-powered marketing platform, according to the agency.
The partnership brings new capabilities to WPP Open, allowing clients to generate content tailored to TikTok’s audience.
Clients can access a wider range of content variations, and more personalized messaging and editing tools, including Symphony’s digital avatars, which are AI-generated representations of real people that are licensed and consensual. WPP said in a news release that these avatars can help scale and globalize branded content with a personalized touch, offering diverse gestures, expressions, nationalities, ages and languages.
Additionally, Symphony’s AI dubbing translation tool will be available, allowing for the creation of multilingual content in a hyper-realistic style across more than 15 languages. And brands would be able to streamline content creation by using a video generator that provides advertisers with video-based product details and assets pulled directly from the URL of a product detail page.
The integration of Symphony’s tools into WPP Open builds on the company’s existing partnership, with its Ogilvy PR and Village Marketing division having previously received TikTok accreditation.
The news follows WPP’s announcement earlier this year of a £300 million ($550 million CAD) annual investment increase in AI, data and technology.
Fuel Digital Media chosen to rep automotive platform RPMWeb.ca
Fuel Digital Media has been chosen by automotive platform RPMWeb.ca as the exclusive representative of its digital ad inventory.
Fuel Digital Media will oversee the sales and management of RPMWeb.ca’s full range of digital advertising offerings, including display advertising – both standard and high-impact formats – pre-roll video, native ads, podcasts, newsletters, dedicated emails, custom integrations and content marketing programs.
RPMWeb.ca is the website and digital platform of the popular RPM automotive TV show, airing on Bell Media’s Noovo French-language TV network.
RPMWeb.ca features automotive news, road tests, advice and expert columns, attracting nearly 430,000 unique visitors each month, and generating more than 2.75 million page views.
Quebec-based Fuel Digital Media’s existing roster of automotive web publishers includes Auto123.com, AutoExpert.ca, Otogo.ca and Autoaubaine.com. With the addition of RPMWeb.ca starting June 26, the agency will now offer advertisers exclusive access to more than 1.6 million car buyers and owners in Quebec.
