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

Jon Steinberg, CEO, Each day Mail North America, met with Sir Martin Sorrell, founder and CEO of WPP, Snapchat co-founder Evan Spiegel, and Alexander Jutkowitz, Managing Partner, Group SJR, to launch the initiative. The new company, which will mix one of the best of worldwide agency, newsroom and social media expertise, will provide manufacturers unprecedented attain and opportunity by way of content planning, growth and creation in addition to amplification across digital media websites and platforms.

Mr Steinberg, who will join the Board of Truffle Pig, said the enterprise can be an ‘evolution not a revolution’ of the best way the content agencies work. ‘A truffle pig finds the uncommon and tasty,’ he stated. ‘With the necessity for story-driven marketing on our sites and those of different media corporations, and new ad codecs like Snapchat, brands need a truffle pig.

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‘We are excited to work with the world’s main brands, their media agencies, and all digital platforms to bring a singular take on digital advertising. Mr Steinberg informed journalists Truffle Pig was going to ‘totally evolve the way media planning and inventive processes get done’. He added: ‘I say evolve as a result of we’re not changing things, we’re simply tight-knitting it together a little bit extra.

The corporate will supply companies reminiscent of content material creation, multimedia corresponding to infographics and GIFs, video and pictures, social media administration and audience improvement. Sir Martin, CEO of WPP, the world chief in advertising and advertising and marketing companies, mentioned: ‘In a digital world overflowing with content material, shoppers crave high quality. Mr Spiegel added: ‘It’s been a tremendous expertise to work with the Day by day Mail on their Uncover channel and innovate alongside them.

Mr Jutkowitz, who has been appointed Truffle Pig’s CEO, said: ‘Content and truffles are nearly exactly alike. All content is equal, but some content is extra equal than others. ‘And truffles are a little bit extra equal than a number of the fungus we see on the earth. ‘And who desires this kind of content? Well, it’s a whole lot of those beasts which can be on the market, whether it’s manufacturers, consumers - everybody needs to be producing, and eager about nice content material.