NYT's T Brand Studio
Mark Thompson, CEO of the New York Times Company and former Director General of the BBC recently gave a keynote at New York’s Social Media Week where he stressed the importance of really good content.
Having previously led the BBC in facing the challenges of the digital world Thompson is successfully tackling the same challenge for NYT.
Native advertising is seen by many as a necessary evil that allows news media to survive in the digital age. But the content has to be extremely good to be effective and Thompson believes NYT’s branded content does just that, it has become much more than just the “marketing puff” of old.
As part of it's advertising strategy the NYT group has created its in-house T Brand Studio which delivers articles and video for brands on a bespoke basis.
And a stellar example of the content they deliver is the promotional piece for Netflix’s Orange is the New Black.
In response to the brief, the studio created a documentary about the experiences of incarceration of a number of women who had left prison.
As T Brand Studio's director, Kaylee King-Balentine explains, the experiences recalled reflected the drama to such an extent that the whole campaign felt totally synergised.
What better way to promote a drama than with impactful content based on the real life equivalent. Click on the following video to hear King-Balentine speaking with The Drum about the Orange is the New Black promotional content.
