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T Brand Studio

Company type	Studio
Industry	Advertising
Founded	2014
Headquarters	New York, New York, United States
Key people	Adam Aston, Editorial Director Nicole Marie Rincon, Design Director
Products	Paid posts in The New York Times
Parent	The New York Times
Website	www.tbrandstudio.com

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. 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, and a feature on the New York City Ballet for footwear company Cole Haan entitled "Grit and Grace".

History

T Brand Studio was founded in early 2014. 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.

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.

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

Operations

The studio staff consists of journalists, video producers, technologists, strategists and social media experts. As of October 2015, the group had developed over 100 campaigns for more than 50 different brands. 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.

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. 12 June 2014. Retrieved 2016-03-13.
3. Studio, T. Brand (8 October 2014). "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.

External links

• Official website

• The New York Times
• Advertising industry
• Online advertising methods
• Online advertising