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Brands ponder TikTok's future, and Publicis axes exec over cringey tweets: Wednesday Wake-Up Call

Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. If you’re reading this online or in a forwarded email, here’s the link to sign up for our Wake-Up Call newsletters.

TikTok’s acquisition dance craze

Ad Age looks at the possible ramifications of a Microsoft purchase of TikTok, and finds that plenty of brands would welcome the stability of a U.S. owner. President Donald Trump has been applying serious pressure to ByteDance, the Chinese company that owns TikTok, to relinquish its U.S. holdings.

Meanwhile, U.S. brands are already feeling out rival apps like Triller, to see if it could have similar appeal with Gen Z audiences, Ad Age reports. “Brands that are on TikTok’s platform are calling their marketing teams to get status reports on whether ad campaigns are still good to go,” Ad Age writes. “Also, Brands and video creators are looking for new outlets just in case the ban happens.”

• Ad Age’s Adrianne Pasquarelli looks at a litany of brands—Old Navy, Eddie Bauer and PacSun—that are running TikTok campaigns for back-to-school marketing. Eddie Bauer, which is trying TikTok ads after boycotting Facebook, says it has “no concerns” about a ban, yet.

• ByteDance is getting pushback in China about potentially giving up its U.S. holdings, with people worried the company is caving to Washington, Reuters reports.

• There could still be other suitors out there, too, although it looks that Apple is not among them, Axios reports.

• The Wall Street Journal reports on some of the competing apps that are attracting skittish TikTok stars.

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