LONDON — Digital specialist Coolr has been named as an official creative marketing Partner to TikTok, with the agency helping brands to develop platform-first content programmes.

The partnership follows the activation of a number of TikTok campaigns by Coolr on behalf of brands including Burger King, Pepsi and Quaker Oats. Under the agreement, the agency is creating original branded content series and collaborating with UK and international influencers.

The agency’s TikTok offering includes strategy, creative, content production, influencer sourcing and management and campaign delivery.

Coolr founder and CEO Adam Clyne told PRovoke Media: “We knew TikTok was going to be the next scaled digital entertainment platform and launched some of our clients on there as early as January 2020. By becoming a TikTok creative marketing partner, we’re excited to help brands grow their presence on the world’s fastest growing short-form video and entertainment platform.

“I love the creativity emerging from TikTok; it has a huge impact on culture and the scale of its growth is incredible. We are looking forward to being a formal partner across numerous global locations and helping clients make the most of this incredible platform.”

At the same time, Coolr – PRovoke Media’s EMEA digital agency of the year – has boosted its team with a series of new creative and strategy hires.

Joe Goulcher joins Coolr as a senior creative, following stints at Rise at Seven, Saatchi & Saatchi and as head of content at He has worked with global brands including PlayStation, P&G, Disney, Reebok, EE, and Durex. At Coolr, he will be tasked with developing first-class creative social campaigns to the client portfolio.

In a first for the agency, Oliver Colegrave comes on board as a creative strategist. Colegrave previously worked at VCCP and Gravity Road and will bring together creative ideas with innovative strategic thinking to deliver brilliant social-first campaigns for Coolr’s clients.

Clyne said: “Both Joe and Ollie bring so much to the table in terms of creativity and innovative thinking. Not only are they experts in their respective fields, have worked on impressive client accounts and both have their fingers on the pulse of all things social.”

Two new account directors have also recently joined the Coolr ranks: Lottie Boniface comes on board with previous agency experience at Oliver and MullenLowe, while Giulietta Avenia worked agency-side at Eulogy and Red.

The agency, which last week unveiled a brand refresh, has also made two internal senior promotions, with Lauren Sarginson being promoted to director of client services, and Olivia Blairman becoming head of activation.