WPP and Snap Inc. Launch Augmented Reality Partnership
September 30 2021 - 9:00AM
Business Wire
The AR Lab will deliver state-of-the-art
marketing and commerce solutions for brands
WPP (NYSE: WPP) and Snap Inc., the camera company behind
Snapchat, today announced a global partnership (“The AR Lab”) to
help brands build and deliver immersive experiences for consumers
using Augmented Reality (“AR”). With a particular focus on
e-commerce, the partnership combines Snap’s leading AR technology
with WPP’s integrated capabilities across creative, media, commerce
and technology, allowing WPP clients to better connect with their
customers on the Snapchat platform and drive meaningful business
results through AR.
According to a recent study commissioned by Snap, 94% of people
are expecting to use AR for shopping purposes the same as or more
than 2022 versus 20211. With advertisers on the Snap platform
finding AR campaigns to be significant drivers of business, the
partnership will give WPP and its clients access to and mastery of
Snap’s AR technology end-to-end, including creative production and
measurement.
As Snap’s inaugural Agency AR partner, WPP will collaborate with
Snap on new products and technology, such as the recently launched
Snapchat Trends tool, which allows teams to use proprietary
insights and data to inform creative and campaign development. WPP
will also gain access to a custom AR Lab Strategy Guide, which
includes best practices to inform creative development using Snap’s
AR technology while ensuring that branded AR experiences can be
brought to market faster and more easily than ever before.
In addition, WPP and Snap 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.
WPP was an early adopter of AR technologies and has led the
market by investing in its AR capability and partner ecosystem.
GroupM, WPP’s media buying arm, has doubled its 2021 social AR
investment in the last year and continues to pave the way for AR
and commerce media activations.
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.
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.”
David Roter, Vice President, Global Agency Partnerships at
Snap Inc., said: “Over 200m 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.”
12021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=6,878) Q: Will you use AR while browsing and/or
shopping more or less than last year?
About WPP WPP is a creative transformation company. We
use the power of creativity to build better futures for our people,
planet, clients and communities. For more information, visit
www.wpp.com.
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Martina Suess, WPP +1 917 456 5049 Martina.suess@wpp.com
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