Snapchat, The Daily Mail and WPP have formed an ad agency for an increasingly mobile era, one that appears to be shifting dramatically toward content creation for vertical screens. There is no minimum spending commitment from WPP and its brand clients to advertise on Snapchat. (Adweek)
The new company, called Truffle Pig, aspires to appeal to brands by offering a combination of WPP’s advertising expertise, Snapchat’s social reach and The Daily Mail’s news coverage. Truffle Pig will introduce its branded content on DailyMail.com; Elite Daily, which is owned by Daily Mail; and Snapchat, but will push it onto other digital properties based on the client’s strategy. (NYT)
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