The New York Times’ branded content studio is coming for ad agency business

The New York Times is changing the game in branded content, and that means that creative advertising agencies, as well as the paper’s traditional newspaper rivals, should feel nervous.
By harnessing new expertise in immersive production techniques, such as augmented reality and 360-degree filming, to its unique reputation in content production, the paper is reconfiguring the notion of sponsored content production, which has recently emerged as the news publishing industry’s great hop