Moritz Bartsch from TikTok: "Creative is the new targeting"
In Cannes, TikTok is positioning itself as a business partner for brands. In an exclusive m&k video, Moritz Bartsch explains—from the sunny terrace of the Carlton Hotel—how the platform is rethinking marketing with AI tools like «Symphony» and new creator formats—and what that means for agencies and advertisers.
The sun is glistening in the pool, but what TikTok presented in Cannes has little to do with splashing around. On the terrace of the Carlton Hotel, the platform showed how it is transforming itself from viral entertainment to strategic advertising partner - and at speed. At the heart of its development: AI-supported tools, strong creator collaborations and a clear commitment to marketing as a business.
In conversation with m&k Moritz Bartsch explains how TikTok is radically simplifying content production with the new "TikTok Symphony" toolset. Appealing video ads can be generated from simple images or texts within seconds - tailored to the logic and aesthetics of the platform. This not only increases efficiency, but also gives smaller brands access to high-quality creative. The partnership with Adobe Express, including the integration of the image-to-video API, aims to anchor these possibilities in agencies and brand teams in a scalable way.
Bartsch pays particular attention to TikTok searches: "Many users come with a clear intention - they are looking for ideas, products and solutions." According to Bartsch, advertisers must learn to understand this moment and fill it with relevant content. This is precisely where the interplay between AI, creative and creator comes into play: "Creative is the new targeting" - what counts is not so much who you reach, but how.
This is why TikTok's Creator Marketplace is also being further developed. The platform is making targeted investments in tools and interfaces that bring brands together with suitable creators. The premise: Creators know best how to present brands credibly and effectively. This makes TikTok not just a stage, but a business hub - creative, efficient and data-driven at the same time.
