We talk to Claire Baker, the Group Creative Director of Omnicom’s content and entertainment agency Drum, about what marketers are looking for right now in the world of content, and the current trends driving content innovation and ideas. And as Condé Nast signs a deal that will see brands like Vogue and GQ creating content for TikTok, we ask PHD US Director of Digital & Social Caren Axelrod what this tells us about the social platform’s plans and how marketers can get the most from the world of TikTok.