PHOENIX, AZ: The New York Times Co. is developing the in-house creative capabilities it can provide to marketers – thus enhancing the organisation's position when it comes to "competing seriously for brand advertising dollars".

Mark Thompson, president/ceo of the New York Times Co., discussed this topic at the Interactive Advertising Bureau's (IAB) 2015 Annual Leadership Meeting in Phoenix, Arizona.

"We can start competing seriously for brand advertising dollars – and for advertising which is not just aimed at clear product transactions, but at getting people to think differently about a particular brand or a particular field of services," he said. (For more, including further details of the motivation behind this in-house venture, read Warc's exclusive report: The New York Times Co. advertising agency.)

Further elaborating on this subject, Thompson reported that the company has founded – and plans to expand – an internal unit capable of meeting these needs across a variety of media channels.

"What we're trying to do, in-house, is create something that almost feels like a creative start-up," he said.

"It's a mixed team of people bringing [inspiration] from different skills – we've got illustrators, we've got people who are very good at animated infographics, we've got classic storytelling journalists."

Condé Nast and Hearst Corp. are among a growing number of publishers that have extended the slate of services they offer to marketers in a similar fashion.

Such a trend has been encouraged in part by the rise of native advertising, a format giving media owners a greater opportunity to provide bespoke solutions to their clients.

Equally, the appeal of forming direct alliances with publishers has increased alongside the ability to leverage the tranche of first-party data – and precise targeting possibilities – now available to publishers.

For the New York Times Co., Thompson asserted, a long history need not be a drawback in this digitally-enabled ecosystem.

Rather, he said, it has infused the New York Times Co. with a tradition and "set of practices" based around key values including a "particular kind of inquisitiveness, a kind of love of detail and of absolutely nailing stories."

Data sourced from Warc