Campaign US interviewed Colleen Saporito, GALE VP of Marketing Strategy, on the agency’s approach to navigating TikTok’s uncertain future. 

For Saporito, a co-leader of the agency’s social-first marketing team, GALE’s emphasis on audience-centric strategies is more relevant than ever. "There’s always the possibility of one platform being relevant today and another platform being super relevant tomorrow. We want to ensure that regardless of the cause, there’s flexibility and agility in our broad strategies, and that we’re looking at things from a multi-channel perspective.” 

Although TikTok’s future might be in flux, GALE’s commitment to fostering relationships with brands–both on and off social media–is as steadfast as ever:  “We’re definitely trying to build and continue to create great experiences for our communities,” says Saporito. “I think that’s honestly the most important thing of being an agency, advising our brands to be on the platforms that work and provide value for the communities that they’re trying to reach.”

Read the full piece here.