After six months of pitching native advertising, The New York Times’ London-based team is starting to show the fruits of its labor. Its in-house unit T Brand Studio is running its first native ad campaign since the U.K. team arrived, while having worked on other international campaigns. The ad, “From a Legendary Mine to an Emerald Brand,” for emerald company Muzo, tells the story of Colombian emerald mines. It’s running for a month to tie in with the designer watch festival, Baselworld.
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