Snapchat has enlisted some of the biggest ad agencies to join its augmented-reality Lens creator programme in an attempt to woo more brands to its platform with quality content. Today's official launch of the Lens Creative Partners Program includes more than 30 "creators", which comprise large ad agencies, smaller AR shops and individuals. Globally, R/GA and Grey are part of the programme, as well as Sir Martin Sorrell's recent aquired content shop MediaMonks. In Australia TBWA Melbourne, VMLY&R and Clemenger are onboard. Under APAC, Snapchat listed ExAR, a Malaysia startup, as the only agency. In the UK, network agencies such as Adam & Eve/DDB, AKQA and Wunderman have signed up, as well as independent shops VaynerMedia and We Are Social. US partners include Red Interactive, which has created a Lens for Under Armour, and Block Party, which has made work for music group The Chainsmokers.