You might enjoy looking at some of our other Spikes Asia 2019 coverage and videos while you're at it, check out our videos on what industry leaders would eliminate from their jobs, storyteching, chatbots, music and playing it safe, and our quick-fire 'Keeping pace with...' series with R/GA's Tuomas Peltoniemi, Google's Tara Mckenty and Brave Bison's Kate Burns.
With a significant and ever-growing youth userbase, TikTok is fast becoming one of the most sought-after platforms for brands to reach the gen Z audience.
But many brands and agencies are still wrapping their heads around how the short video platform works, and how they can authentically insert themselves into it.
So we caught up with Norio Ichikawa, the creative director of X Design Centre, its planning and creative unit, to shed some light on how brands can experiment with the platform, the role that music plays in campaigns, and what differentiates TikTok from other media platforms. Stick around till the end for a fun little TikTok nugget featuring Akira Suzuki, head of X Design Centre.
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