Global Business Solutions, UK

TikTok launched in the UK in 2018, offering an entirely new platform for inspiration, discovery and community. Five years on, TikTok is now used by 150 million people across Europe every month, along with millions of businesses and brands, and is the number one platform for people aged 16-24 in the UK.

But the past five years have not been without its challenges for the advertising industry. As a relatively new player, TikTok was determined to not take its growth for granted, and set itself up for success for the next five years of growth. We conducted a client and partner review process, which informed a root and branch review of its entire sales operation. This put our sales team on a new path and strategy - reorganising teams to give people capacity to forge deeper connections with clients, investing in tools like the Creative Exchange and Attribution Analytics to solve some of our agency partners' biggest challenges around creativity and measurement, driving innovation in traditional advertising formats through TikTok Out of Phone, and initiating partnerships to drive sustainability, diversity and accessibility in the industry. This new approach is already paying off; we've helped more than 800 advertisers save millions in advertising costs, and we can now measure the value of their work more effectively. Our sales team has already surpassed its growth rate compared to this time last year.