WPP is launching a native advertising shop called Truffle Pig in conjunction with venture partners Snapchat and the Daily Mail.

They pitch the platform as a way to combine the advertising, social media and newsroom savvy of the individual companies.

WPP boss Martin Sorrell said the next-generation venture will "satisfy people's appetite for great storytelling and inspire brand engagement, loyalty and sales."

Truffle Pig promises to offer brands "unprecedented reach" though content planning, development and creation as well as amplification across digital media sales site and platforms," according to its release.

The DailyMail.com, Elite Daily and Snapchat will be test beds for Truffle Pig's output.

Alexander Jufkowitz, managing partner of Group SJR (Hill+Knowlton Strategies' digital arm), is CEO of the native advertising unit that is headquartered in New York with use of Snapchat's visual studio in Los Angeles.