NY Times Buys HelloSociety

NEW YORK —  The New York Times Company has acquired HelloSociety of Santa Monica, CA, a digital marketing agency and portfolio company of Science Inc., which builds and funds disruptive mobile, media and marketplace companies. The acquisition was an all-cash transaction that closed today. The amount paid by The NY Times Company was not revealed.

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 believe the best digital advertising will increasingly take the shape of high-quality visual programming, and we are building out T Brand Studio’s services and capabilities to deliver on that promise. We expect HelloSociety will help contribute to our future success,” said Meredith Kopit Levien, executive vice president and chief revenue officer, The New York Times Company.

“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.”