Sign of the Times: The New York Times is Buying an Experiential Agency

For the second time this year, The New York Times is acquiring a marketing agency. This time, it’s buying Fake Love, an agency that specializes in live experiences, virtual and augmented reality.

The Times is trying to grow its revenue in part by offering more ad agency services, as it did by adding influencer marketing agency HelloSociety in March and now, Fake Love. Buying an existing agency was a faster way to build up those offerings than developing them from the ground up. The Times’ native ad unit, T Brand Studio, has worked with Fake Love before, so the publisher was already familiar with it. For one of the projects, the Times used Fake Love to create a VR video ad to promote the Weinstein Company movie “Carol: Dearest…”

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