Welcome back to this special three-part podcast miniseries in collaboration with TikTok. Over the course of three episodes, IAB UK’s CMO James Chandler is joined by guests from TikTok to explore three of its big priorities: measurement, creative performance and policy & brand safety.  First up was measurement, but in today’s episode of the podcast, James chats creative performance with TikTok’s Marketing Strategy Lead, Callum Smith. James and Callum explore brand loyalty, return on creative, attention and how TikTok has disrupted storytelling.  Watch the video version of this episode via our YouTube channel: https://youtu.be/3ln02I3nbME Stay tuned for the final episode dropping later this week and discover more about TikTok here: https://www.tiktok.com/about?lang=en  Hosted on Acast. See acast.com/privacy for more information.