T Brand Studio
{{Infobox company
| name = T Brand Studio
| logo = T_Brand_Studio_logo.jpg
| type = Studio
| industry = Advertising
| key_people = Adam Aston, Editorial Director
Nicole Marie Rincon, Design Director
| products = Paid posts in The New York Times
| revenue =
| num_employees =
| parent = The New York Times
| location_city = New York, New York
| location_country = United States
| homepage = {{URL|http://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,{{cite news|url=http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html |title=Women Inmates: Why the Male Model Doesn't Work|newspaper=NYTimes.com |date=12 June 2014 |accessdate=2016-03-13}} and a feature on the New York City Ballet for footwear company Cole Haan entitled "Grit and Grace".{{cite news|url=http://paidpost.nytimes.com/cole-haan/grit-and-grace.html |title=Grit and Grace|newspaper=NYTimes.com |date=8 October 2014 |accessdate=2016-03-13 |last1=Studio |first1=T. Brand }}{{cite web|url=http://www.businessinsider.com/new-york-times-on-importance-of-branded-content-and-international-ad-sales-2015-10 |title=We spoke to the two New York Times execs whose job is to double digital revenue to $800 million |publisher=businessinsider.com |date=2015-10-13 |accessdate=2016-03-12}}
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.{{cite web|url=http://www.labusinessjournal.com/news/2016/mar/11/new-york-times-buys-hellosociety-social-media-agen/|title=New York Times Buys HelloSociety, A Social Media Agency |publisher=labusinessjournal.com |date=2016-03-11 |accessdate=2016-03-11}}
In June 2017, T Brand Studio opened its Asian branch in Hong Kong.{{Cite news|url=http://www.campaignlive.com/article/new-york-times-opens-branded-content-agency-asia/1435414|title=The New York Times opens branded content agency in Asia|access-date=2017-06-22}}
Operations
The studio staff consists of journalists, video producers, technologists, strategists and social media experts.{{cite magazine|url=http://digiday.com/publishers/new-york-times-native-ad-unit/ |title=Inside T Brand Studio, The New York Times' native ad unit |magazine=Digiday |date=2014-12-02 |accessdate=2016-03-12}} 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
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