Omar Oakes
Nov 20, 2018

R/GA, Grey, TBWA, VMLY&R join as Snapchat Lens creative partners

Lens Creative Partners Program features more than 30 creators.

R/GA, Grey, TBWA, VMLY&R join as Snapchat Lens creative partners

Snapchat has enlisted some of the biggest ad agencies to join its augmented-reality Lens creator programme in an attempt to woo more brands to its platform with quality content.

Today’s official launch of the Lens Creative Partners Program includes more than 30 "creators", which comprise large ad agencies, smaller AR shops and individuals. 

Globally, R/GA and Grey are part of the programme, as well as Sir Martin Sorrell’s recent aquired content shop MediaMonks.

In Australia TBWA Melbourne, VMLY&R and Clemenger are onboard. Under APAC, Snapchat listed ExAR, a Malaysia startup, as the only agency.

In the UK, network agencies such as Adam & Eve/DDB, AKQA and Wunderman have signed up, as well as independent shops VaynerMedia and We Are Social.

US partners include Red Interactive, which has created a Lens for Under Armour, and Block Party, which has made work for music group The Chainsmokers.

Snapchat parent Snap wants to give brands easy access to expert AR ad creators – a key part of the ephemeral messaging platform’s business. It claims that more than a third of its 186 million daily active users play with AR Lenses on the app each day.

Lenses were launched in 2016 and prompted a flurry of brand activity from the likes of Nationwide, EE, Virgin Media and Burberry, which sponsored Lenses or filters.

The format has since evolved with last year’s 3D World (object) Lenses, following the viral dancing hot dog meme, and this year’s Shoppable AR Lens that added a button to drive an action.

Snap Pixel, which was released for all advertisers in June, allows brands to measure the ROI of their AR ad by tracking the purchases made after engaging with it. 

Source:
Campaign UK
Tags

Related Articles

Just Published

22 hours ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

23 hours ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

23 hours ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

23 hours ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.