What a difference a year makes. Last year at the Cannes Lions International Festival of Creativity in the South of France, all TikTok had to worry about was a shaky ad economy. This year, while the entertainment platform is heavily focusing on business as usual, it still has to contend with whether or not it will exist in the U.S. for the long term.
It could be argued that since TikTok filed to sue the U.S. government over the “divest or ban” bill in May, there’s not much to tell. The platform’s legal battle is currently tied up in paperwork, and it probably will be for the foreseeable future. But instead of addressing this metaphorical elephant in the room, the TikTok team doesn’t seem to acknowledge it at all anymore.
In a TikTok presentation at Cannes on Monday, during which the company shared upcoming trends on the platform, neither Haley Paas (head of global marketing solutions) nor Dan Connor (global creative solutions lead) mentioned the fact that their product still faces a ban in the U.S.
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The original post is at Marketing Archives – Digiday
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