Ad giant WPP has been named the first agency augmented reality (AR) partner by Snapchat to deliver a new generation of marketing and commerce solutions for brands. The companies plan to target e-commerce brands with the partnership for leveraging Snap’s expertise in terms of immersive augmented reality experiences and WPP’s capabilities across creative, media, commerce, and technology.
Moreover, existing WPP clients gain an ideal solution for connecting with their customers on Snapchat, swiftly picking back momentum. A Snap survey found that 94% of Snapchat users expect to use the platform for enhanced shopping experiences at least as much in 2022 as they did in 2021.
The deal also includes a technology-sharing agreement that gives WPP access to Snap’s creative production and measurement tools, such as Snapchat Trends and its AR Lab Strategy Guide. Both companies will work on building an optimization solution to help brands create better campaigns.
Sanja Partalo, executive vice-president, strategic development and partnerships at WPP, said, “AR has a major role to play in the future of marketing and commerce, from virtual try-on to immersive digital experiences. Snap has built an impressive AR platform, and we are delighted to partner with them to ensure our people can access Snap’s latest AR technology and in turn develop richer, more innovative commerce solutions for our clients and their customers.”
David Roter, vice-president, global agency partnerships at Snap Inc, added, “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.”
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