Everyone is piling in to content marketing. WPP has teamed up with Snapchat and Daily Mail to launch Truffle Pig, a dedicated content marketing agency.
Truffle Pig, will be based in the US and led by former Group SJR managing partner Alexander Jutkowitz. The agency will use its mail online and Snapchat media platforms as a “test bed” for content projects for clients.
Snapchat is also opening its LA based HQ to work with brands on developing “3V” content (vertical video view). However, it has launched with no clients on board.
The launch is a statement for WPP that content along with data and technology are “critically important” to marketing.
Jutkowitz said: “Content and truffles are almost exactly alike. All content is equal but some is more equal than others. A lot of those beasts that are out there, brands or consumers, everyone wants to be producing and thinking about great content. It's not just about creating it it’s about having platforms for it, engaging millennials and having distribution. All of those things all at once create a perfect harmony.”
It’s also a play for WPP and Daily Mail to reach the millennial audience that Snapchat has locked in.
“Snapchat is reaching the millennial audience. It’s all about fishing where the fish are. Snapchat is where they are, so that’s where we’re going,” he said.
When asked at the press launch of the agency in Cannes aboard the Daily Mail yacht, whether WPPs existing creative and media agencies shouldn’t already be offering those same content delivery services, Sir Martin replied that sometimes, you have to embrace cannibalisation.
“The honest answer is that at some point in time you do cannibalise. But I do believe in that,” he said.
“Around the turn of the millennium, there was great debate around should legacy business start up new media? The Mail is a good example of a company rooted in traditional media which has expanded its digital portfolio very rapidly. You have to be prepared to cannibalise parts of your own operation. So I believe in eating your own children.”
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