WPP, Snap Inc. collaborate to deliver AR solutions for brands
Creative transformation Company, WPP and Snap Inc. has announced a global partnership in a move to deliver state-of-the-art marketing and commerce solutions for brands.
Relying on Snap’s Augmented Reality teachnology and WPP’s integrated capabilities across creative, media, commerce and technology, the partnership will implement a co-developed custom optimisation scorecard for WPP clients, which will be used to generate more effective campaigns. WPP and Snap’s methodology will provide insights into the performance of these campaigns, allowing teams to measure success and adapt in real-time.
Sanja Partalo, Executive Vice President, Strategic Development & 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.”
According to David Roter, Vice President, Global Agency Partnerships at Snap Inc., with over 200m Snapchatters engaging with AR every day, the 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,” Roter said.
The partnership will further develop WPP’s AR capability through a structured learning and development curriculum via the AR Lab Academy, an industry-first training programme centred on AR technology and products. With support from a dedicated team at Snap, the programme aims to certify a minimum of one thousand WPP employees by the end of this year. In addition, Snap will sponsor a quarterly AR production competition for WPP clients. The competition will focus on clients in key markets, including Australia, Canada, Denmark, France, the United Kingdom and the United States, and for the most innovative AR experiences, Snap will provide funding to bring the winning campaigns to life on Snapchat at scale.
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