The new outfit, named Truffle Pig, was announced today at the Cannes Lions festival. It will first launch in the US and won’t be restricted to working only with WPP’s clients or with The Daily Mail as a sole media partner.
Jon Steinberg, chief executive of Daily Mail North America, says:
We are going to totally evolve the way media planning and creative is done. 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.
➤ Daily Mail, WPP and Snapchat to launch native advertising agency [The Guardian]