Snap has launched a first-of-its-kind partnership with Dentsu to advance the creative agency’s capabilities in artificial intelligence (AI), augmented reality (AR), and performance advertising.

As a result, the move dubbed the ‘Catalyst’, offers Dentsu’s clients access to the platform’s AR technologies and will create immersive experiences that captivate audiences, and drive engagement, awareness and performance.

According to the company, one of the key differentiators of Catalyst is its “ability to quantify the impact of AR advertising campaigns with precision”.

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It said: “Through advanced analytics and data-driven insights, clients will gain a deeper understanding of the effectiveness of their AR initiatives, allowing for informed decision-making and optimisation of future campaigns.”

Meanwhile, Dentsu will also continue to invest in innovation that drives new behaviours and shapes society for better business outcomes.

Snap Inc., European Head of Creative Strategy, David Norris said: “We’re excited about the launch of Catalyst, and to work even closer with the team at Dentsu. The ambition here is to accelerate the understanding of our technology to enable greater creativity and impact on their clients, and we can’t wait to get started.”

Dentsu UK&I Managing Director of Strategic Partnerships, Dilshan Swaris, added: “Dentsu is dedicated to building brands for what’s next, and our partnership with Snap aligns with our ambition of innovating for impact. Our shared commitment to empowering brands to build communities, make connections, and leverage the creator economy has huge potential to drive brand growth.

“We’re pioneering new and distinctive opportunities for clients to have genuine social influence. Snapchat’s reputation for creative possibilities, especially through AR, is well-established and its role in driving bottom-line results is increasingly recognised by brands.”