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DailyMail is teaming up with two of the world’s largest names in marketing, content material and neighborhood to launch the first joint global digital content material company. Making the announcement on board the MailOnline yacht at the Cannes Lions festival on Tuesday, it was revealed Truffle Pig can be a collaboration with promoting agency WPP and social app Snapchat.

Jon Steinberg, CEO, Daily Mail North America, met with Sir Martin Sorrell, founder and CEO of WPP, Snapchat co-founder Evan Spiegel, and Alexander Jutkowitz, Managing Associate, Group SJR, to launch the initiative. The brand new company, which will combine the very best of world agency, newsroom and social media expertise, will supply brands unprecedented reach and opportunity through content planning, development and creation as well as amplification throughout digital media sites and platforms.

Mr Steinberg, who will be a part of the Board of Truffle Pig, stated the venture could be an ‘evolution not a revolution’ of the best way the content material companies work. ‘A truffle pig finds the uncommon and tasty,’ he mentioned. ‘With the necessity for story-driven advertising on our sites and people of other media corporations, and new ad codecs like Snapchat, manufacturers want a truffle pig.

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‘We are excited to work with the world’s leading manufacturers, their media companies, and all digital platforms to convey a singular take on digital advertising. Mr Steinberg informed journalists Truffle Pig was going to ‘totally evolve the way in which media planning and inventive processes get done’. He added: ‘I say evolve as a result of we’re not altering issues, we’re simply tight-knitting it collectively just a little bit more.

The company will offer companies corresponding to content material creation, multimedia resembling infographics and GIFs, video and photography, social media administration and audience improvement. Sir Martin, CEO of WPP, the world chief in promoting and advertising services, stated: ‘In a digital world overflowing with content material, shoppers crave high quality. Mr Spiegel added: ‘It’s been an incredible expertise to work with the Daily Mail on their Discover channel and innovate alongside them.

Mr Jutkowitz, who has been appointed Truffle Pig’s CEO, mentioned: ‘Content and truffles are almost exactly alike. All content is equal, but some content is more equal than others. ‘And truffles are somewhat extra equal than a few of the fungus we see on this planet. ‘And who wants this kind of content material? Well, it’s quite a lot of those beasts which are out there, whether it’s brands, consumers - everyone needs to be producing, and enthusiastic about great content.