CANNES—WPP Group is partnering with Snapchat and the Daily Mail on a new content marketing company, Truffle Pig, to be headed by Alex Jutkowitz, whose Group SJR was acquired by Hill+Knolwton Strategies two years ago.

The new company will offer content planning, development and creation, as well as amplification across digital media sites and platforms. It will work with clients of WPP and other agencies. It will use, Elite Daily, and Snapchat as “test beds for original concepts in story-driven marketing” but its content and services will extend to any other channels clients are interested in.

While Truffle Pig will work closely with Snapchat to create 3v (vertical video view) ads for the platform, it will produce both paid and earned content.

According to Jutkowitz: “There’s always a balance. Paid is important and you have to be able to generate interest and engagement, but earned is equally vital. You want to create content that gets shared and takes on a life of its own.”

Jutkowitz said the new firm already has a team of 12 in place, with its headquarters in New York and the ability to use Snapchat’s production space in Los Angeles.

“Creative ideas remain at the heart of our business,” said Sir Martin Sorrell, WPP founder and CEO, “but there are three things that are becoming increasingly important: technology, where the Daily Mail and Snapchat are both leaders; data, and the ability to measure both online and off; and content, which has been a priority for us in our work with the film industry and music and beyond.”

Sorrell added that while other WPP agencies will continue to produce social content, Truffle Pig will combine “the best in media, content and user experience… to inspire brand management, loyalty and sales.”

“We have three approaches,” he added. “Our traditional businesses are being urged to develop greater digital capabilities; our new media assets, the pure digital companies, are growing fast; but there is also this experimental component, where we are trying to create entirely new approaches. It’s true that you do cannibalize what you already have to some extent, but you have to be prepared to cannibalize if you want to innovate.”

Jon Steinberg, CEO of Daily Mail North America, will join the Truffle Pig board and said: “A truffle pig finds the rare and tasty. With the need for story-driven marketing on our sites and those of other media companies, and new ad formats like Snapchat, brands need a truffle pig”