STOCKHOLM — Social media platform TikTok has appointed BCW as its first agency of record in the Nordic region, after a competitive pitch.

The agency has been briefed to handle consumer and corporate communications, to help the app build brand awareness among potential users across the region, as well as stakeholders including advertisers and agencies.

According to a report from the Swedish Internet Foundation, almost half of all Swedes aged 16-25 now use TikTok, where users create and watch creative content clips, often including music, dance and comedy.

BCW Nordics CEO Marta Karlqvist said: “TikTok is a platform that provides enormous opportunities for companies, organisations and individuals. We have seen this so clearly over the past year, with everything from people expressing their creativity to vaccine researchers sharing information.

“We are really proud of this win; it required an in-depth knowledge of Gen Z marketing and the advertisers' needs, and these data and insights will enable us to move the people most important to TikTok.”