The Times Company Acquires Social Media Influencer Agency HelloSociety

What: The New York Times Company has acquired digital marketing agency HelloSociety, an agency that leverages a network of influencers acrosss social media properties.
Why it matters: The acquisition will integrate HelloSociety’s tools, talent and approach into the service suite of T Brand Studio, the Times Company’s content agency. The move highlights how important influencers and branded integrations have become to traditional media companies (just last week's USA Today announced the launch of Branded Content Studio-Get Creative.)

hellosociety-landingThe New York Times Company and Science Inc. announce that the Times Company has acquired HelloSociety, a digital marketing agency and portfolio company of Science Inc. Launched in 2012, HelloSociety leverages a vast network of social media influencers across Instagram, Pinterest, Vine, YouTube and popular blogs, among other social channels, to drive engagement for branded content campaigns. The acquisition will integrate HelloSociety’s tools, talent and approach into the service suite of T Brand Studio, the Times Company’s content agency.

Mark Thompson, president and chief executive officer, The New York Times Company, said, “T Brand Studio has become the industry leader in creating digital ad innovation and branded content, and it has been a great success story for the Times Company, doubling revenues in 2015 from the year prior. We now want to accelerate its development and broaden the range of creative and marketing services that we offer clients from content ideation and creation to distribution. The reach and results-driven tactics of HelloSociety are the ideal complements to our strategic vision for the future of T Brand Studio.”

“We are thrilled to be joining The New York Times and to add to T Brand Studio’s creative, distribution and social media capabilities,” said Kyla Brennan, chief executive officer, HelloSociety. “We’ve spent the last four years building relationships with thousands of top influencers across Pinterest, Instagram, Vine, YouTube and emerging social platforms, and our technology will make it easier for The New York Times’s advertisers to create customized campaigns and content to resonate across any social channel.”


Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA


Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.


Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the bran’s recent multi-year partnership with Riot Games, to become the first global sponsor for League of Legends esports.