The New York Times Branded Content
New York Times, T Brand Consulting creates custom content for brands from a news and editorial perspective.
Agency: The New York Times, T Brand Consulting
Content leads: Katie Mandarfield, Karen Thorne
Creative lead: Dharini Perera
Task
At the New York Times, the T Brand Consulting team created a premium research product called Storymining.
After conducting company wide interviews (including C-Suite interviews), our team would compile a competitive analysis, content audit, 3-4 large story areas or concepts and new narrative ideas into books which we would then print in a limited series to present to our clients in person.
Goal
Help brands find the the best stories that they can tell and help to create a real connection with their customers.
