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WPP, DailyMail, Snapchat partner to launch content marketing company Truffle Pig

MUMBAI: WPP, DailyMail and Snapchat, three of the world’s biggest names in marketing, content and community, have set up Truffle Pig, a joint content marketing venture combining the best of global agency, newsroom and social media talent.

The new company will offer brands unprecedented reach and opportunity through content planning, development and creation as well as amplification across digital media sites and platforms.

WPP founder and CEO Sir Martin Sorrell said, “In a digital world overflowing with content, consumers crave quality. A next-generation company, Truffle Pig combines the best in media, content and user experience to satisfy people’s appetite for great storytelling and inspire brand engagement, loyalty and sales.”

Daily Mail North America CEO Jon Steinberg, who will join the board of Truffle Pig, stated, “A truffle pig finds the rare and tasty. With the need for story-driven marketing on our sites and those of other media companies and new ad formats like Snapchat, brands need a truffle pig. We are excited to work with the world’s leading brands, their media agencies and all digital platforms to bring a unique take on digital marketing.”

Snapchat CEO Evan Spiegel added, “It’s been an amazing experience to work with the Daily Mail on their Discover channel and innovate alongside them. We couldn’t ask for a better opportunity than to partner with Daily Mail and WPP to create the best mobile video content.”

Truffle Pig will use, Elite Daily and Snapchat as test beds for original concepts in story-driven marketing, but its content and services will extend to any digital properties the client brands wish to market on.

The new agency will also work closely with Snapchat to create best of breed ‘3v’ (vertical video view) ads on Snapchat.

SJR Group managing partner Alexander Jutkowitz has been appointed Truffle Pig’s CEO. Truffle Pig will initially launch in US, with headquarters in New York City, and will utilise Snapchat’s 3V video production space in Los Angeles.