NYT shifts to lifestyle storytelling with new brand campaign

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1. https://www.moreaboutadvertising.com/2025/08/new-york-times-changes-channels-with-new-agency-isle-of-any/?utm_source=rss&utm_medium=rss&utm_campaign=new-york-times-changes-channels-with-new-agency-isle-of-any – Please view link – unable to able to access data
2. https://www.adweek.com/agencies/new-york-times-ends-relationship-with-droga5-adds-72andsunny-to-roster/ – The New York Times has ended its relationship with Droga5 and added 72andSunny to its creative roster to work on major brand campaigns. The Times stated it does not have an agency of record and works with a roster of agencies on various needs. A spokesperson mentioned that they have been working with a number of agencies for a long time and will share more on future campaigns when ready to launch. Bryan Smith, global chief strategy officer at 72andSunny, expressed excitement about working with The New York Times and a shared belief in the power of creativity to drive change for businesses.
3. https://adage.com/article/agency-news/laurie-howell-and-toby-treyer-evans-launch-agency-isle-any/2599411 – Laurie Howell and Toby Treyer-Evans, the creative team behind acclaimed ad campaigns for The New York Times and Under Armour at Droga5, have launched their own agency, Isle of Any. The agency aims to help clients bridge product, brand advertising, and experience. Howell and Treyer-Evans, originally trained as industrial designers, envision a creative company that blends product design and experiential work with brand advertising to help companies connect with consumers in a more holistic way. Isle of Any employs a studio/maker model that prioritizes working with company founders and other clients to build brands in new ways, while also working on internal projects where the agency owns the IP around what it’s building.
4. https://www.lbbonline.com/news/the-new-york-times-campaign-opens-the-door-to-a-bigger-world – The New York Times launched its latest brand marketing campaign, featuring three spots titled ‘Sneakers,’ ‘Gravity,’ and ‘Time.’ Each spot takes the audience through a journey of seemingly ordinary topics, revealing their connection to other subjects impacting readers’ lives today. The campaign showcases the expansive ecosystem of The New York Times, mirroring the personal experience and sense of discovery its readers can have with the Times’s journalism and products. The campaign was created in association with Gear Seven and Droga5 New York.
5. https://www.adweek.com/agencyspy/droga5s-first-big-campaign-for-the-new-york-times-is-all-about-the-truth/ – Droga5’s first campaign for The New York Times focuses on the theme of ‘truth.’ The minimalist 30-second broadcast spot presents a series of statements starting with ‘The truth,’ highlighting the complexities of arriving at a truth that ‘is hard to find’ and the importance of making the journey to get there. The ad debuted during the Oscars, marking The New York Times’ first broadcast spot since 2010. The full campaign includes digital, social, print, and out-of-home ads that tackle the ‘truth’ theme with minimalist displays designed to underscore the vital importance of independent journalism.
6. https://www.news.vcu.edu/article/Brandcenter_alumni_bring_home_accolades_for_New_York_Times_ad – The Droga5 team that developed The New York Times’ ‘Truth is Worth It’ campaign included two Virginia Commonwealth University alumni, Tim Gordon and Nick Maschmeyer. The campaign centers around the idea of truth and aims to establish The New York Times as a leading destination for quality journalism. It showcases the rigor, perseverance, and dedication that goes into reporting important and impactful stories, using footage of journalists investigating topics such as immigration, climate change, and taxes. The integrated campaign aired across various platforms, including TV and social media, to change the public’s perception about the role of a free press and the importance of quality journalism.
7. https://medium.com/ad-discovery-and-creativity-lab/the-truth-is-worth-it-campaign-and-the-agency-behind-88fa521b4ce6 – The New York Times’ ‘Truth is Worth It’ campaign, created in collaboration with Droga5, won the Film Grand Prix at the Cannes Film Festival, marking the first time a campaign has won both the Film Grand Prix and the Film Craft Award. The campaign compiles footage that looks at the real circumstances that New York Times journalists perceive at the time the ‘reveal’ takes place. It utilizes a mixture of typography, footage, and audio recorded by the reporters themselves, presenting real images that the public does not often see. The campaign aims to raise awareness of sensitive issues such as immigration and present the whole truth without embellishment or fake news.