Category: In the News

The timing couldn’t have been better for a charm offensive.

Weeks after TikTok closed a deal to establish a new majority American-owned entity – ending a years-long legal battle over its future in the U.S. – TikTok gathered around 65 senior marketers at the Four Seasons Hotel in Hampshire, England, for its inaugural CMO Collective. The guest list spanned CMOs and top execs from brands and agencies across the U.K., Europe and Israel, including Adobe, The Magnum Ice Cream Company, Shield Legal and Welltech. The stated goals: strengthen client relationships and drive commercial growth.

A team of onsite videographers captured the event in real time, uploading TikToks throughout to a private CMO Collective account accessible via QR code to show just how easy getting a brand on the platform can be.

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Air purifier brand BlueAir and the New York Knicks make an odd couple.

The Unilever-owned Swedish manufacturer recently signed up to become the NBA franchise’s first “air care” partner, part of a broader effort to reposition its range of purifiers, dehumidifiers and household fragrances as a personal wellness solution rather than a mere white goods label.

“They provide for us a space to really speak to a massive fanbase; they’re one of the most influential sports and cultural markers in the world,” said CMO Lara Kerbaj.

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