The Symphony integration upgrades WPP Open, enabling teams to develop AI-driven content strategies. WPP teams will be among the first to explore and leverage new Symphony API features as they roll out, ensuring clients stay ahead of the curve and capitalise on the latest trends, says WPP. 

WPP says this partnership unlocks new capabilities within WPP Open, equipping teams with ways to ideate and create content that resonates with TikTok's audience. With TikTok's Symphony tools, clients gain access to a wider range of content variations, more personalised and localised brand messaging, intuitive editing tools and stronger brand connections with key audiences, maximising campaign impact.

According to WPP, key features available to WPP clients include:

Symphony Digital Avatars

With WPP, clients can leverage licensed and consensual, AI-generated representations of real people to help scale and globalise branded content with a personalised, human feel and variety of gestures, expressions, nationalities, ages and languages.

Global Reach, Local Impact

Symphony's AI dubbing translation tool produces multi-language content in a hyper-realistic style, supporting over 15 languages worldwide and dramatically expanding global and regional reach for brands and making their messages more impactful.

Effortless Content Creation

Brands can streamline content creation by using a video generator that provides advertisers with video-based product details and assets pulled directly from a product detail page (PDP) URL, incorporating TikTok's best practices for optimal engagement.

Rob Reilly, Chief Creative Officer at WPP, says, "With TikTok's Symphony Suite, we're giving our creatives even more firepower to push boundaries and experiment for our clients. It's about making creativity smarter, faster and more effective, blending the magic of the human touch with the power of AI to deliver killer results for the world's biggest brands."

Andy Yang, Global Head of Creative and Brand Products at TikTok, says, "To realise our vision of creativity powered by technology that supercharges productivity and drives real results, we are continuing our commitment to the entire creative ecosystem. We are partnering with leaders in marketing content creation to bring the power of TikTok Symphony into more tools and solutions to unlock unparalleled return on creativity. We're not just evolving the space — together we're redefining what's creatively possible."

Elav Horwitz, EVP of Global Head of Strategic Partnerships and Solutions at WPP, says, "This expanded partnership with TikTok is a game-changer for WPP and our clients. Integrating TikTok's Symphony AI suite into WPP Open allows us to deliver high-impact solutions that truly resonate with TikTok's massive audience. This collaboration will transform how we create, unlocking unprecedented levels of creativity, personalisation and energy. We're excited to be the first to market with these cutting-edge tools that will help our clients build powerful ideas that drive growth."

The integration of Symphony's tools into WPP Open builds on the companies' partnership and track record of delivering solutions for clients, adds the brand. 

WPP concludes that TikTok's Symphony Suite is a key partner integration within WPP Open, enabling WPP's global marketers to transform and accelerate business growth.

For more information, visit www.wpp.com. You can also follow WPP on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor