How the New York Times is Building the Ideal Branded Content Studio

Like other news and media companies, The New York Times has its own branded content studio: T Brand Studio.

Unlike those other studios, T Brand is essentially a fully formed business within a business, all thanks to some strategic acquisitions.

T Brand launched in 2014, but the project that quickly earned it a ton of notoriety was an engaging and intellectual piece that shed new light on women’s prisons. It was a partnership with Netflix’s hit show, Orange Is The New Black.The piece was dynamic, visually engaging, and highly researched; it was “true to the Times,” said Sebastian Tomich, the svp of advertising and innovation for the Times.

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