Roblox is embarking on a global partnership with London-based advertising firm WPP (Wire and Plastic Products) to help agency teams and brand partners leverage the immersive gaming platform more effectively and unlock new opportunities for tween and teen consumer engagement.

As part of the collaboration, WPP and its media investment company, GroupM, have joined the official Roblox Partner Program as agency partners.

Working together, they’ll undertake a wide range of initiatives, including the formation of a long-term measurement advisory council to set new standards for 3D environments and immersive media. Key goals will be to develop new ways for WPP’s creative agencies to partner with Roblox creators and apply the Roblox platform as a creative engine.

WPP and Roblox are also planning to pilot a brand-new multi-module Roblox certification program for marketers to expand their expertise in the platform’s ecosystem. Additionally, the companies will host a series of one-day client sprint events, bringing together experienced Roblox community creators, developer studios and agency strategists to brainstorm unique activations.

Roblox has previously leveraged WPP’s advertising and gaming experience in partnerships with clients including Paramount, Nickelodeon, Adidas, Church & Dwight and Danone.

Founded in 1971, WPP is arguably the world’s largest advertising agency group. Although it reported an organic revenue decline of 1.6% to US$3.5 billion in Q1—attributed to tech clients spending less, a downturn in China, and the loss of Pfizer’s business—revenue increased by 9.5% in the company’s biggest category, consumer packaged goods.