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.)
The 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.”