Waze has teamed up with WPP to make it easier for retail brands to run campaigns on the Google-owned social navigation app. The partnership aims to direct drivers to retail locations through messaging during their journeys using the Waze app.

As part of the tie-up, WPP will work with Waze to make it simpler for its clients to advertise on Google, collaborating on new ad formats with the intention of driving store footfall and product sales. The partnership will launch in the UK, US, Canada, France, and Italy.

“Through our innovative partnership with Google, we’re now able to give clients exclusive access to Waze software that puts them in the driving seat to influence the shopping habits of the future,” said Stephan Pretorius, chief technology officer a WPP.

Samuel Keret, global director of Waze Ads, added: “We are excited about the opportunity to collaborate closely with WPP and its global client base, sharing best practice and creating optimal solutions to drive in-store foot traffic for WPP’s many consumer product clients. This is the first collaborative relationship Waze has undertaken with agency partners to explore and identify shopper marketing-specific creative solution needs.”