Daily Mail, Snapchat and WPP create native ad agency

The Daily Mail, Snapchat and WPP, the world’s largest advertising company, are to join forces to launch a new native advertising agency.

Announced on Tuesday at Cannes Lions 2015, Truffle Pig will launch first in the US, with further plans for an international roll-out.

“We are going to totally evolve the way media planning and creative is done,” said Jon Steinberg, chief executive of Daily Mail North America.

“I don’t think we will be the only ones to do this. I think of it like Google with Android and the Nexus range of products. We are not the only ones going to do this, but we wanted to be the first.”

The Daily Mail and WPP, which reported a 12% rise in pre-tax profits to £1.45 billion for 2014, are thought to hold approximately 40% of the new agency, and Snapchat 20%.

Speaking at Cannes Lions, Sir Martin Sorrell said that Truffle Pig will combine the best in media, content and user experience to satisfy people’s “appetite for great storytelling,” as well as inspiring brand engagement, loyalty and sales.