| 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]
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]
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]