T Brand Studio Explained

T Brand Studio
Type:Studio
Industry:Advertising
Key People:Adam Aston, Editorial Director
Nicole Marie Rincon, Design Director
Products:Paid posts in The New York Times
Parent:The New York Times
Foundation:2014[1]
Location City:New York, New York
Location Country:United States

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]

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]

Notes and References

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