Advertising group WPP has teamed up with news publisher Daily Mail and messaging app Snapchat to launch a content marketing agency called Truffle Pig.
The joint venture will make and distribute content for brands across digital media platforms.
One focus will be creating “vertical video” adverts on Snapchat.
The initiative is the latest example of how agencies and media groups are seeking to tap growing demand among marketers for “native” advertising formats that look like editorial content.
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Truffle Pig said it will use DailyMail.com, Elite Daily and Snapchat as "test beds for original concepts in story-driven marketing".
– Copyright The Financial Times Limited 2015
