Daily Mail to team with Snapchat and WPP on launch of content marketing agency, Truffle Pig
Truffle Pig. Yep, that is what they are going to call it. I do hope that these folks realize that in the U.S. most people think a truffle is a piece of chocolate, not an edible fungus.
OK, what are we talking about here? We’re talking about the new native advertising agency about to be created by the UK tabloid Daily Mail, the ad agency WPP, and Snapchat. It is to be called Truffle Pig. Really.
The new native advertising content agency will launch in the U.S. first, then roll out internationally – assuming the concept works in the U.S., of course.
The idea, which is not very original, is that native advertising, otherwise known as more sophisticated advertorials, is a growing area of advertising, and that few brands are prepared to create compelling content. That compelling content will come out of a collaboration with the Daily Mail is something a lot of journalists will giggle over.
Here is the announcement for the new ad agency, announced in Cannes, likely over the second or third bottle of Bandol:
CANNES, France — June 23, 2015 — Three of the world’s biggest names in marketing, content and community – WPP, DailyMail and Snapchat – today announced the establishment of Truffle Pig, a joint content marketing venture combining the best of global agency, newsroom and social media talent.
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.
Sir Martin Sorrell, founder and CEO of WPP, the world leader in advertising and marketing services, commented: “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: “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.”
“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 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, Group SJR, has been appointed Truffle Pig’s CEO. Truffle Pig will initially launch in the U.S., with headquarters in New York City, and will utilize Snapchat’s 3V video production space in Los Angeles.