T Brand Studio

T Brand Studio is a custom content studio that is a unit of The New York Times and produces paid native advertising for the newspaper.[1] Notable campaigns have included a feature called "Woman Inmates: Why The Male Model Doesn't Work" to promote the Netflix program Orange Is The New Black,[2] and a feature on the New York City Ballet for footwear company Cole Haan entitled "Grit and Grace".[3][4]

T Brand Studio
TypeStudio
IndustryAdvertising
Founded2014[1]
Headquarters
New York, New York
,
United States
Key people
Adam Aston, Editorial Director
ProductsPaid posts in The New York Times
ParentThe New York Times
Websitewww.tbrandstudio.com

The studio is a unit of The New York Times and is based in New York City.

History

T Brand Studio was founded in early 2014.[1] In 2015, the studio opened an office in London, with plans to use that office for expansion into the rest of the world, including Asia.[4]

In March 2016, The New York Times bought Santa Monica, California-based Pinterest marketing company HelloSociety for an undisclosed amount, and it was announced that the company would be integrated with T Brand Studio.[5]

In June 2017, T Brand Studio opened its Asian branch in Hong Kong.[6]

Operations

The studio staff consists of journalists, video producers, technologists, strategists and social media experts.[7] As of October 2015, the group had developed over 100 campaigns for more than 50 different brands.[4] It was reported that almost 20% of The New York Times' digital advertising revenue came from T Brand Studio projects. That was estimated to be $35.7 million in 2014.[4]

References
  1. "How The New York Times T Brand Studio is evolving". naa.org. 2015-04-24. Retrieved 2016-03-12.
  2. "Women Inmates: Why the Male Model Doesn't Work". NYTimes.com. Retrieved 2016-03-13.
  3. "Grit and Grace". NYTimes.com. Retrieved 2016-03-13.
  4. "We spoke to the two New York Times execs whose job is to double digital revenue to $800 million". businessinsider.com. 2015-10-13. Retrieved 2016-03-12.
  5. "New York Times Buys HelloSociety, A Social Media Agency". labusinessjournal.com. 2016-03-11. Retrieved 2016-03-11.
  6. "The New York Times opens branded content agency in Asia". Retrieved 2017-06-22.
  7. "Inside T Brand Studio, The New York Times' native ad unit". Digiday. 2014-12-02. Retrieved 2016-03-12.
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