The group, which will move into Time Inc.’s new Industry City, Brooklyn satellite office later this year, will be a combination of the company’s content marketing operations and new vertical development efforts such as the soon-to-launch The Drive.
The independent nature of the group’s branding signals a more distinctive agency-like identity—a move that other publishers have taken as well.
Condé Nast has its 23 Stories, for example, which just expanded its leadership team. And even B2B publishers are getting into the game—1105 Media just launched its 05 Group, which centralises its custom marketing services.
Mark Ford, Time Inc.’s EVP of global advertising, will head up the new group.
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