Cannes report: The New York Times blends purpose, principles, and process

Stephen Whiteside

The New York Times, the media company, has taken a multi-faceted approach to strengthening its brand.

Meredith Levien, EVP/COO at The New York Times Co., got back to basics as she addressed an audience that included some of the world’s most cutting-edge marketers.

As she told an audience at the 2018 Cannes Lions International Festival of Creativity, the Times is now adhering to a simple formula – the “3Ps” – that embodies the core objectives of the news brand:

  • Purpose
  • Principles
  • Process

Purpose

The Times’journey towards formulating its brand purpose began roughly four years ago, when subscriptions to almost every print title were falling, and traditional publishers were grappling with the transition...

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