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The New York Times shifts to "Paid Post" for London

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The New York Times announced yesterday that its innovative creative marketing agency T Brand Studio, will be expanding to London, offering international clients access to its content marketing services expertise and award-winning “Paid Post” native advertising platform. The London studio will be led by Kaylee King-Balentine, who also claims the director title for T Brand Studio International. She will lead editorial, creative and video direction on all international content and will work alongside the international sales teams to develop new global business for the Studio. The team will be supported by T Brand staff in New York, but will handle client relations and editorial decisions.

The New York Times' innovative creative marketing agency T Brand Studio will be expanding to London this August

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King-Balentine is currently executive video producer for T Brand Studio in New York overseeing all video direction and production. She joined The New York Times in September 2013 as director of sponsored content, and is an Emmy Award-winning producer and OMMA and Digiday award-winning director. She is also the founder of The Selects, a T Brand Studio incubator for up-and-coming filmmakers. The new studio will be operational from August this year, with a small initial staff of four. T Brand Studio in New York has completed 70 campaigns for 60 advertisers, including the award-winning campaign about women in prison for Netflix to promote “Orange Is The New Black,” and major campaigns for Cole Haan and Google.

The London studio will be led by Kaylee King-Balentine, who also claims the director title for T Brand Studio International

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Sebastian Tomich, senior vice president, advertising innovations for The New York Times, said: In 2014 we launched T Brand Studio with a small team that focused on creating branded content at a level of quality people expect from The New York Times. That talented team of designers, writers, producers, developers and strategists has grown four-fold in the last year, and we’re excited to bring our market-leading expertise to international advertisers. “Kaylee King-Balentine has been an integral part of the Studio team and produced some of our best branded video content to date. Her unique perspective and appreciation of Times-quality content make her the ideal leader to bring our fresh approach to the global market.”

T Brand New York has completed 70 campaigns for 60 advertisers, including an award-winning campaign for Netflix to promote “Orange Is The New Black”

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King-Balentine, added: “I've been fortunate to be part of T Brand Studio since its inception and in a relatively short time we have established ourselves as a major, award-winning creative operation. We have created beautiful and insightful content for many brands and organisations and I am thrilled to be able to take our expertise worldwide from our new London base.” The NYT is the third most popular English language newspaper website by after the Daily Mail and the Guardian. The paper has been building up its team in London, making new hires and moving staff from Paris, where it previously published the International Herald Tribune, which was renamed the International New York Times in 2013. At the end of 2014 it rented a new office in Bloomsbury expected to be filled with over 100 staff by the end of 2015.

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