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The New York Times Is Buying An Augmented Reality-Based Agency

The rise of technology is obvious: The New York Times just bought Fake Love, an agency based on virtual and augmented reality.

Having worked and collaborated with brands like Star Wars, Hermés, Nike and MAC Cosmetics, Fake Love is a design studio that specializes in VR and AR, and is also embracing experiential artwork and is bought by the American daily newspaper.

Because The Times is aiming to grow its revenue, they tend to offer more ad agency services. The paper also bought the social media marketing agency HelloSociety in March and now, Fake Love.

Accordingly, the merchandise is understood to help amplify T Brand Studio which is the brand marketing unit of the business.

The New York Times wants to reinforce their marketing department so they want to develop from the ground up and keep up with innovative businesses.

Speaking of Fake Love and the newspaper; the thing is, they worked together before in a movie project. The agency made a VR video for the movie Carol, whic can be viewed on NYT VR app.

Probably because of the successful collaboration, they decided to work together again.

Check out the project below:

Fake Love co-founders Layne Braunstein and Josh Horowitz said in a statement,

In conjunction with T Brand Studio we will be able to bring our progressive take on advertising, content connections and brand experience to more people in a broader, more diverse way. Contemporary brands derive success and disrupt their categories with authentic storytelling and crafting genuine connections to their audiences.

What do you think about this new clash of the giants? Tell us below.

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