Snap Inc has selected digital marketing agency New Engen as its creative partner for campaigns across the U.S., and international markets.   

The selection followed a formal procurement-led review that included multiple agencies. It was not immediately clear if there was an incumbent on the assignment.  

Snap Inc spent $57.7 million on ad expenditures in 2024, according to its annual report for that year.  

Snap will tap New Engen’s in-house content studio, Donut Studios, for building scaled, creator-driven campaigns.  

The companies said work under the partnership would span both in-app and cross-channel creative. New Engen will also lead creative insights and analytics for user acquisition campaigns. 

The agency is tasked with supporting Snap’s dual goals of new customer acquisition and long-term retention and a focus on strengthening daily engagement. 

The agency said its U.S. creative team will work with regional creators worldwide to “ensure content reflects authentic local voices.”  

“Snap’s community values content that feels real, relevant, and instantly recognizable,” stated Rahul Adwalpalkar, product marketing manager at Snap Inc. “Partnering with New Engen allows us to scale that authenticity across markets while preserving the iconic brand identity our users know and love.”