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Snapchat, WPP and The Daily Mail team up to launch global content marketing agency

Snapchat has partnered with the world’s largest advertising agency holding group, WPP, and The Daily Mail to form Truffle Pig, a new global content marketing agency.

WPP chief executive Sir Martin Sorrell announced the partnership on the third day of the Cannes Lions International Festival of Creativity alongside social app Snapchat’s co-founder Evan Spiegel, and Jon Steinberg, chief executive of Daily Mail North America.

The new agency aims to combine the “best of global agency, newsroom and social media talent”, offering digital content planning, development and creation, as well as insights and analysis, social media management and audience development.

It will at first test content and marketing on Snapchat, The Daily Mail and sibling brand Elite Daily.

“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,” said Sorrell.

Truffle Pig will initially launch with about 12 employees and will be headquartered in New York. It will also use Snapchat’s vertical video production space in Los Angeles.

“We are going to totally evolve the way media planning and creative is done,” said Steinberg. “We are not the only ones who are going to do this, but we wanted to be the first.”

The agency will be led by Alexander Jutkowitz, managing partner of WPP-owned digital marketing company Group SJR. All three companies are equity owners with no single party in control, Sorrell said.

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