WPP and Snap Launch Augmented Reality Partnership

WPP and Snap Inc. (the camera company behind messaging app Snapchat) have partnered to help brands engage with more than 200 million 'Snapchatters' and deliver immersive experiences using augmented reality (AR).

The alliance - to be known as The AR Lab - will combine Snap's AR technology with WPP's capabilities across creative, media, commerce and technology, allowing the latter's clients to connect with their customers on the Snapchat platform. In addition, WPP will collaborate with Snap on new products and technology, such as the recently launched Snapchat Trends tool, which allows teams to use insights and data to inform creative and campaign development.

The partners have also developed an optimisation scorecard for WPP clients, including insights into the performance of campaigns and allowing teams to measure 'success' and adapt those campaigns in real-time. Snap's VP, Global Agency Partnerships David Roter (pictured) comments: 'Over 200 million Snapchatters engage with AR every day. This partnership will help brands reach that community through the camera in ways that are engaging, impactful and drive real business results. We are thrilled to debut this initiative with WPP and look forward to driving this important frontier in marketing and commerce together with their clients around the globe'.

Web sites: www.wpp.com and www.snap.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.