T Brand Studio is a custom content studio that is a unit of

The New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid ...

and produces paid

native advertising Native advertising, also called sponsored content, is a type of advertising that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial. ...

for the newspaper. Notable campaigns have included a feature called "Woman Inmates: Why The Male Model Doesn't Work" to promote the

Netflix Netflix, Inc. is an American subscription video on-demand over-the-top streaming service and production company based in Los Gatos, California. Founded in 1997 by Reed Hastings and Marc Randolph in Scotts Valley, California, it offers a fil ...

program

Orange Is The New Black ''Orange Is the New Black'' (sometimes abbreviated to ''OITNB'') is an American comedy-drama streaming television series created by Jenji Kohan for Netflix. The series is based on Piper Kerman's memoir '' Orange Is the New Black: My Year in a Wo ...

, and a feature on the

New York City Ballet New York City Ballet (NYCB) is a ballet company founded in 1948 by choreographer George Balanchine and Lincoln Kirstein. Balanchine and Jerome Robbins are considered the founding choreographers of the company. Léon Barzin was the company' ...

for footwear company

Cole Haan Cole Haan is an American brand of men's and women's footwear and accessories that serves markets worldwide. The company was founded in Chicago, Illinois in 1928. Cole Haan currently has its headquarters in both New York City and Greenland, New Ham ...

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 Santa Monica (; Spanish language, Spanish: ''Santa Mónica'') is a city in Los Angeles County, California, Los Angeles County, situated along Santa Monica Bay on California's South Coast (California), South Coast. Santa Monica's 2020 United Sta ...

-based

Pinterest Pinterest is an American image sharing and social media service designed to enable saving and discovery of information (specifically "ideas") on the internet using images, and on a smaller scale, animated GIFs and videos, in the form of pinboard ...

marketing company

HelloSociety HelloSociety was a Santa Monica, CA-based social media marketing and technology firm that helped brands partner with influencers. Kyla Brennan is its CEO and founder. The company was purchased by The New York Times Company in March 2016. History ...

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 Hong Kong ( (US) or (UK); , ), officially the Hong Kong Special Administrative Region of the People's Republic of China ( abbr. Hong Kong SAR or HKSAR), is a city and special administrative region of China on the eastern Pearl River Delt ...

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

External links

* {{NY Times The New York Times Advertising industry Online advertising methods Online advertising