Three of the world’s biggest names in marketing, content and community – WPP, DailyMail and Snapchat have come together to create a joint content marketing venture. Called Truffle Pig, this 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.
Truffle Pig will use DailyMail.com, 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. Truffle Pig will work closely with Snapchat to create best of breed “3v” (vertical video view) ads on Snapchat.
Alexander Jutkowitz, managing partner of Group SJR, has been appointed Truffle Pig’s CEO. According to his LinkedIn Jutkowitz is also currently chief global strategist of H+K Strategies.
Sir Martin Sorrell, founder and CEO of WPP, 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.”
Jon Steinberg, CEO, Daily Mail North America, who will join the board of Truffle Pig, said: “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.”
“It’s been an amazing experience to work with the Daily Mail on their Discover channel and innovate alongside them,” said Evan Spiegel, CEO of Snapchat. “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 initially launch in the US.