Snapchat, WPP and Daily Mail have announced that they will work together on the creation of Truffle Pig, a content marketing business.
The new agency will also work with Elite Daily and will see SJR managing partner Alexander Jutkowitz made chief executive of the new agency.
WPP chief executive Sir Martin Sorrell, announcing the partnership alongside Snapchat's Evan Spiegel, Jon Steinberg, chief executive of Daily Mail Online US and Jutkowitz, spoke about the change in demand for online content.
"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," stated Sorrell.
Jutkowitz told The Drum that despite only signing papers with the partners last week, the three companies would pool resource but already had 12 members of staff in place working across a number of services including content creation and analytics.
At the time of writing the new venture was seeking its first clients revealed Steinberg during the Cannes Lions press conference.
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