WPP, Snapchat, and Daily Mail join forces to launch Truffle Pig, a new content marketing company

download (5)Early this morning—at least by Cannes standards—Evan Spiegel, CEO of Snapchat, joined WPP founder and CEO Martin Sorrell, and Jon Steinberg, CEO of Daily Mail North America, to announce the launch of Truffle Pig. Led by Alexander Jutkowitz, the new content marketing agency will focus on content planning, development, creation, and distribution over multiple media platforms.

Truffle Pig’s association with Snapchat will enable the new agency venture to foster the development of vertical video view ads. In interviews, both Jutkowitz and Steinberg touted the potential of vertical video, particularly for “mobile-first” marketing, an oft-discussed concept among advertising professionals. Sorrell noted that “big ideas are still at the heart of our business.” However, he sees three changes continuing to make major impacts on the marketing communications business: changing technology, increasing data availability and utility, and the growing importance of and hunger for content.

The agency’s name, Sorrell pointed out, is an homage to David Ogilvy. The fifth of his nine Obiter Dicta reads, “We prefer the discipline of knowledge to the anarchy of ignorance. We pursue knowledge the way a pig pursues truffles.” Snapchat’s video production suite in LA will be open to the agency’s clients, while Truffle Pig itself will launch in the US with headquarters in New York City.

 Jeremy Katz, Worldwide Editorial Director of Ogilvy & Mather