Snapchat joins Daily Mail and WPP in marketing venture

Cannes, France

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 on Tuesday on the Daily Mail yacht during the Cannes Lions advertising festival here, is the latest attempt to capitalise 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 Daily Mail's news coverage.