New York Times will integrate HelloSociety’s tools to its native content agency – T Brand Studio.
HelloSociety is a digital agency that represents the creators across social media. They connect brands with influential social media users to create and execute effective campaigns.
HelloSociety’s current network consist of more than 1,500 influencers. The group features a wide range of categories, including fashion, home décor, fitness, food, travel and more.
New York Times wants HelloSociety’s tools, talent and approach to become part of T Brand Studio.
CEO of the New York Times Company, Mark Thompson said:
HelloSociety is an important piece in the jigsaw that is the company’s branded content business. It’s about building out, and it’s part of the broader transformation of the way we think about digital advertising.
New York Times hopes to accelerate T Brand’s development and offer clients broader range of creative and marketing services. They believe that HelloSociety can help to make it happen.
Meredith Kopit Levien, Chief Revenue Officer of The New York Times Company stated that:
We believe the best digital advertising will increasingly take the shape of high-quality visual programming, and we are building out T Brand Studio’s services and capabilities to deliver on that promise.
We are also curious about how HelloSociety will contribute to New York Times’ future success.