The agency, named Accelerator, aims to develop the profiles of TikTok influencers both on and offline as well as identify suitable brand collaborators. It’s a bid to catalyse the careers of a new generation of untapped talent on the platform. The Face will work closely with both established names and exciting new creatives to help amplify their cultural impact on TikTok, which now boasts over one billion users worldwide.

As part of the new initiative, The Face will also offer its consulting services to brands, presenting them with advice on ways to create innovative TikTok-specific content and how to maximise the potential of the platform.

“The talent we work with are always drawn to new formats, new ideas and new ways of doing things — and for us, that’s what makes TikTok so interesting right now,” said The Face managing director Dan Flower in a statement. “The creative spirit remains the same, but it gives our community a completely new way to communicate, and a bigger audience than ever to do it to. They want their work to be seen there, and we can make sure it gets noticed.”