Advertising holding company Dentsu has formed a new partnership with Snap Inc. to offer augmented reality (AR) ad solutions powered by Snapchat’s technology. The initiative, called “Catalyst,” will provide Dentsu’s UK clients with access to Snap’s AR tools and data analytics capabilities, Campaign UK confirmed.

Catalyst aims to help brands create more immersive and measurable AR ad campaigns by combining Snap’s AR platforms with Dentsu’s creative services. Clients will be able to develop custom AR experiences and quantify their performance using Snap’s data.

“This partnership aligns with our goal of innovating to drive impact for brands,” Dilshan Swaris, Managing Director at Dentsu UK, told Campaign. He cited Snap’s strengths in community building and the creator economy as key benefits.

The offering includes creative strategy resources from Snap, which will work closely with Dentsu teams through “immersion sessions.” Snap has recently advanced its AR capabilities by integrating generative AI models.

David Norris, Snap’s European creative strategy head, said the partnership intends “to accelerate the understanding of our technology to unlock creativity.” Separately, Dentsu has invested in an AI-focused partnership with Meta to enhance services like media buying and brand activation.