• by Gavin O'Malley , Staff Writer @mp_gavin, February 2, 2017

Strengthening its ties with Madison Avenue -- and possibly the next killer app -- Snap just signed on as the lead partner for the R/GA Marketing Tech Venture Studio with IPG.

Stephen Plumlee, R/GA global chief operating officer and managing partner of R/GA Ventures, said Snap brings a unique strategic value to the program. Said value “will provide a crucial differentiation for startups developing the next wave of innovation in marketing technology and mobile video," Plumlee stated.

Focused on the future of mobile marketing, the program should ultimately consist of ten or so lucky startups.

R/GA is promising to provide the chosen ones with product development, business transformation, marketing, branding, design, and tech services.

Participants are also expected to collaborate with each other, while receiving feedback from Snap’s senior product and strategy leaders.

They should get access to experts from across IPG’s operating companies, and the global networks of R/GA and IPG including clients, partners, mentors, and investors.

Selected startups will likely specialize in video creation and other engaging mobile experiences, optimizing ad delivery, measuring data analytics, and applying AI and machine learning concepts to marketing.

R/GA and Snap are encouraging startups from around the world to apply. The application period has been extended through March 6.