The advertising giant WPP, the social app Snapchat & the British publisher Daily Mail team up to launch a content marketing agency called Truffle Pig.
The venture was announced Tuesday morning at the Cannes Lions International Festival of Creativity by the three companies, pooling resources to rein with equal partnership and no single-party control in the new entity.
Truffle Pig, a name that takes reference from a type of pig that hunts for truffles, will focus on providing services such as content projects, positioning and messaging, video and photography, data and analytics, audience development and planning, among many others. It will also use new formats such as the 3V (vertical video view) made popular by Snapchat to serve its clients.
The new entity will be led by WPP’s Alexander Jutkowitz, managing partner at Group SJR. The shop is to be headquartered in New York, focusing on the US market in its early days, with a small team of employees. The content will be tested first on Snapchat, the DailyMail and sibling brand Elite Daily, however it will not be limited to the clients of WPP.
Mr. Jutkowitz added that one of the benefits of Truffle Pig is that it will allow ad clients to work with an entity that single-handedly covers content, strategy and distribution as opposed to numerous different ones. He said,
When you put all these things together in one place, it will turn into something different. It isn’t up to every agency to create every single piece of content under its roof in the new era.