Snapchat, WPP and Daily Mail Create an Agency for Vertical Mobile Video

It's a pivotal moment for the emerging ad format

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CANNES, France—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.

The three companies hosted a joint conference today on a yacht in Cannes to announce a venture called Truffle Pig. Snapchat and its CEO Evan Spiegel have been all over the creative festival during its first few days, and this deal with WPP is a sign of the messaging platform's recent embrace of the advertising world.

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