Snapchat Joins Daily Mail and WPP Agency in Marketing Venture

Snapchat is teaming up with the advertising conglomerate WPP and the Daily Mail website to form a new company, called Truffle Pig, that will create social content for brands. The venture, announced June 23 on the Daily Mail yacht during the Cannes Lions advertising festival, is the latest attempt to capitalize on a desire among marketers for campaigns that reach young consumers and look less like traditional ads. Truffle Pig aspires to appeal to brands by offering a combination of WPP’s advertising expertise, Snapchat’s social reach and The Daily Mail’s news coverage.

“It is creating the content, understanding mass audience, which Daily Mail brings, and what it’s like to be fluent in millennials, which is what Snapchat is,” said Alexander Jutkowitz, the chief executive of Truffle Pig. “This is the only place where we’ve been able to bring all of this together in one place.” Jutkowitz is also the managing partner of Group SJR, a digital consulting firm that WPP acquired two years ago, which works with companies to create social content for brands. Truffle Pig will introduce its branded content on DailyMail.com; Elite Daily, which is owned by Daily Mail; and Snapchat, but will push it onto other digital properties based on the client’s strategy.