WPP, DailyMail, Snapchat partner to launch content marketing company Truffle Pig
23 June, 2015 – CANNES, FRANCE — 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.
For more information about Truffle Pig, email [email protected]
WPP is the world’s largest communications services group with billings of US$76 billion and revenues of US$19 billion. Through its operating companies, the Group provides a comprehensive range of advertising and marketing services including advertising & media investment management; data investment management; public relations & public affairs; branding & identity; healthcare communications; direct, digital, promotion & relationship marketing; and specialist communications. The company employs over 188,000 people (including associates and investments) in over 3,000 offices across 111 countries. For more information, visit www.wpp.com.
WPP was named Holding Company of the Year at the 2014 Cannes Lions International Festival of Creativity for the fourth year running. WPP was also named, for the fourth consecutive year, the World’s Most Effective Holding Company in the 2015 Effie Effectiveness Index, which recognizes the effectiveness of marketing communications.
DailyMail.com is the most read English language newspaper website in the world with 226 million readers globally, with up to 75 million of those coming from the United States. It was created by Martin Clarke, Publisher & Editor-In-Chief in 2007 in the United Kingdom.
DailyMail.com originally launched in the United States as MailOnline in July 2010 with its first American newsroom in Los Angeles. In February 2012 it opened its American headquarters in New York and now has approximately 200 American employees forming part of the 700+ global team.
While DailyMail.com is the masthead in the United States, MailOnline is the masthead in the United Kingdom. In Australia the site is called Daily Mail Australia.
DailyMail also owns and operates EliteDaily.com, a leading millennial news, entertainment, and cultural commentary site and video creator with up to 74 million monthly unique visitors. Elite Daily is 85% mobile and has a Comscore millennial index of 242, ahead of all competitors in the category. With 4,000 millennial contributors across the globe, Elite Daily has established the largest, fastest growing community of millennial voices on the web, making it truly for Gen-Y, by Gen-Y.
Snapchat is a fast, fun, and ephemeral mobile storytelling platform. Since its launch in 2011, Snapchat has consistently been one of the top apps on iOS and Android. On Snapchat, you can share video and photos with friends, view Live Stories from major events and cities, and explore expertly curated news and entertainment within Discover. Snapchatters around the world are viewing more than 2 billion videos every day.