Photo messaging app Snapchat has partnered with The Daily Mail and WPP, the worlds largest ad agency holding group, to create a content marketing agency that will test social content and marketing.

The firm, called Truffle Pig, will work with WPP clients and other brands, and will be led by WPPs Alexander Jutkowitz, managing partner of Group SJR. All three companies are equity owners, although the ownership split between the three hasnt been revealed.

According to Business Insider, Truffle Pig will offer positioning and messaging services, as well as content projects, video and photography, social media management, insights, analytics and audience development.

The three companies all operate in quite different spheres, but have some history together – The Daily Mail is a content provider for Snapchats Discover section, as is Vice, which WPP owns a stake in.

For WPP, the partnership offers access to Snapchats uniquely young and engaged userbase, while working with WPP will enable Snapchat to not only bag bigger advertisers, but develop a more polished, data-driven model for capturing advertising clients.

“In a digital world overflowing with content, consumers crave quality,” said Sir Martin Sorrell, chief executive of WPP. “A next-generation company, Truffle Pig combines the best in media, content and user experience to satisfy peoples appetite for great storytelling – and inspire brand engagement, loyalty and sales.”