It comes after WPP tripled its investment into the platform in 2016. Its clients spent $90m on Snapchat last year, around $60m more than it predicted would be spent on the app.

Speaking to CNBC, Sorrell said it will continue to plough advertising budgets into Snap although admitted it is paltry in comparison to the sums going on Facebook and Google.

"But it's at very low levels. It's $200 million versus $6 billion [on Google] or $2 billion for Facebook. So, you're talking about a flea on the elephant's backside," he said.

"I think [Snap is] potentially more competitive as the third force.”

WPP spent $1.7bn on Facebook last year but it will be "well over" $2bn in 2017, Sorrell added.

News that the world’s biggest advertising group would be doubling down on Snapchat led to a 4.5% jump in its stock price on Friday (4 August), welcome relief given the company's stock has hit a near all-time low as it prepares to report its second quarter results next week.