The New York Times Company has announced the appointment of media representation agency WeThinkMedia to represent its advertising business in Australia.
WeThinkMedia will be responsible for all advertising in the region, including print, digital, branded content, programmatic, and events.
The partnership will be overseen by Tom Armstrong, vice president of advertising for The New York Times in the Asia-Pacific region.
For branded content opportunities, WeThinkMedia will have the support of The New York Times Company’s marketing service agency, T Brand Studio International, which includes resources from experiential marketing agency Fake Love and influential marketing agency HelloSociety.
Armstrong said: “Australia is an exciting opportunity for The New York Times. Since we began expanding our coverage of the region, our audience has grown rapidly. Readership is up more than 30 per cent and our subscriber base has more than doubled over the past year.
“As we continue to grow, it is important to have our advertising business represented by an agency with the local expertise and thorough understanding of both the market and key advertisers.
“We are thrilled to work with WeThinkMedia as an integral part of our overall expansion in the region.”
Peter Wiltshire, founder and director of WeThinkMedia, said: “The New York Times reader is part of an uniquely engaged, globally conscious audience that strongly values high-quality journalism.
“We are at the charge of an incredible opportunity for local Australian advertisers to reach this substantial breadth of dedicated and internationally-focused readers.
“Our industrious team is already in the market presenting opportunities and discussing custom strategies for individual client needs.”