emerce performance - how it's done: beetled content met een journalistieke insteek (eng) - kaylee...

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Kaylee King-BalentineDirector, T Brand Studio International

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11/12/20151

2After nourishment, shelter and companionship, stories are the thing we need most in the world.

- Philip Pullman


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JOURNALISM EXCELLENCE

For The Times, these accolades solidify our preeminent role in publishing and show that we translate our formula for success beyond our core.2015 AWARDS (to date)3 Pulitzer Prizes 117 in total, far more than any other newspaper4 Awards from the Society of American Business Editors & Writers 3 George Polk Awards2 Gerald Loeb Awards4 Webby, 1 Peoples Voice Awards2014 AWARDS2 Pulitzer Prizes5 Awards from the Society of American Business Editors & Writers 3 George Polk Awards2 Gerald Loeb Awards1 Webby Award2013 AWARDS4 Pulitzer Prizes11 Awards from the Society of American Business Editors & Writers3 George Polk Awards3 Gerald Loeb Awards 2 Webby, 2 Peoples Voice Awards

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2015Three Pulitzer Prizes:The Staff of The New York for International Reporting, for "Ebola From the Front Line, for courageous front-line reporting and vivid human stories on Ebola in Africa. A team of reporters and a videographer won the prize.Daniel Berehulak for Feature Photography, for a series of poignant portraits, shot across months, documentingEbolas deadly spreadin West Africa. Eric Lipton for Investigative Reporting, for his series, Courting Favor, on aggressive efforts by lobbyists and lawyers to push state attorneys general to drop investigations, change policies, negotiate favorable settlements or pressure federal regulators to benefit their clients.Three George Polk Awards: Rukmini Callimachifor International Reportingfor Paying Ransoms, Europe Bankrolls Qaeda Terror. an explosive account of how European nations secretly paid millions of dollars to ransom more than a dozen hostages held by the Islamic State. The kidnapping-for-ransom business model was perfected by Al-Qaeda, whose principal source of income is now from ransoms. Callimachi developed the story from documents she found in Timbuktu in 2013 while on assignment from the Associated Press, revealing a major schism between the policies of the United States and United Kingdom and the rest of Europe.Award for Health Reportingto Adam Nossiter, Norimitsu Onishi, Ben Solomon, Dr. Sheri Fink, Helene Cooper,andDaniel Berehulak, who risked their own health and safety to provide American readers with their earliest and most reliable coverage of the scourge of the Ebola virus in West Africa. Nossiter and Onishi are foreign correspondents with a combined nine years in West Africa; Solomon a videographerwho had spent many months in Sierra Leone prior to the outbreak; Dr. Fink a physician who spent three weeks embedded in an Ebola treatment unit; Cooper a Liberian-American who normally covers the Pentagon; and Berehulak an Australian-born news photographer whose striking images enhanced theTimesprint and Web coverage. Dying of Ebola at the Hospital Door How Ebola Roared BackMichael SchwirtzandMichael Winerip, will share theAward for Justice Reportingfor uncovering appalling evidence of guards brutalizing inmates at correction and detention facilities. The officers acted with impunity even when the abuse led to profound injury and death. Rikers: Where Mental Illness Meets Brutality in Jail Report Found Distorted Data on Jail Fights at Rikers Island At Rikers Island, Union Chiefs Clout is a Roadblock to Reform2014 Two Pulitzer Prizes:Tyler Hicks for Breaking News Photographyfor his compelling pictures that showed skill and bravery in documenting the unfolding terrorist attack at Westgate mall in Kenya.Josh Hanerfor Feature Photographyfor his moving essay on a Boston Marathon bomb blast victim who lost most of both legs and now is painfully rebuilding his life.Five First Place Awards in this years Best in Business competition sponsored by the Society of American Business Editors and Writers, including general excellence for our overall business report. Wins included: International Breaking News Staff, for Cyprus financial crisis coverage; Newspaper Explanatory: David Kocieniewski, Gretchen Morgenson and Robert Gebelofffor House Edge.; Social Media: Hanna Ingber, for effective use of social media across all social platforms; Technology: Nicole Perlroth, David Barboza, David Sanger, Michael Schmidt, for China Hacking.; And Jesse Eisinger, a senior reporter for ProPublica, won for his Dealbook column, The Trade.Andrea Elliott, Jim Yardley and a team of reporters led by Frances Robles have won George Polk Awards. Andrea won in Local Reporting for her series on an 11-year-old homeless girl in Brooklyn: Invisible Girl, Jim won in Foreign Reporting for documenting troubling conditions in the garment industry in Bangladesh, and Frances, Sharon Otterman, Michael Powell and Sonny Kleinfield won for Justice Reporting for revealing that a Brooklyn detective had used false confessions and coercive tactics.2013 Four Pulitzer Prizes: David Barstow and Alejandra Xanic von Bertrab for investigative reporting for their reports on how Wal-Mart used widespread bribery to dominate the market in Mexico. John Branch for Snow Fall, a evocative narrative about skiers killed in an avalanche and the science that explains such disasters, a project enhanced by its deft integration of multimedia elements. David Barboza for international reporting for his striking exposure of corruption at high levels of the Chinese government, including billions in secret wealth owned by relatives of the prime minister, well documented work published in the face of heavy pressure from the Chinese officials. The New York Times Staff for explanatory reporting for its penetrating look into business practices by Apple and other technology companies that illustrates the darker side of a changing global economy for workers and consumers.Three George Polk Awards: David Barboza won an award for foreign reporting for his series, Princelings, which examined the financial interests of high-ranking Chinese officials and their families. Sam Dolnick won the award for justice reporting for his series detailing widespread abuses at New Jerseys privatized halfway houses, Unlocked. David Barstow won the business reporting award for Wal-Mart Abroad, which showed how the companys growth in Mexico was fueled by the payment of bribes that allowed the company to skirt Mexican laws.Eleven Awards from the Society of American Business Editors and Writers: Honors excellence in business and financial journalism across all news platforms. Fifteen reporters won a total of 11 awards. Three reporters won awards in multiple categories.Two Webby Awards and Two Peoples Voice Awards: The Times won a Webby and a Peoples Voice Award for Social: News & Information; FiveThirtyEight blog won a Webby Award for Best Political Blog; Snow Fall won a Peoples Voice Award for Best Interactive Video.Three Gerald Loeb Awards: The New York Times won three awards for outstanding business and economic journalism: In Images/Visual, we won for five interactive graphics on the economy The Geography of Government Benefits, How the Tax Burden Has Changed, What Percent Are You?, The Top 1 Percent: What Jobs Do They Have? and Whos Hurt by the Fiscal Impasse? You Decide. The named winners were Mike Bostock, Shan Carter, Amanda Cox, Matt Ericson, Ford Fessenden, Rob Gebeloff, Tom Giratikanon, Alan McLean, Alicia Parlapiano, Sergio Pecanha, Archie Tse and Jeremy White. In Investigative Reporting, David Barstow, Alejandra Xanic von Bertrab and Stephanie Clifford won for Wal-Mart Abroad. And in International Reporting, David Barboza and Sharon LaFraniere won for Chinas Secret Fortunes.

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EVOLUTION OF T BRAND STUDIO4

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BUILDING THE STUDIO6WHO WE ARE45 Member Team in NYC6 Member International TeamJournalists Documentary Filmmakers Photographers Design Web DevelopersClient Services







The Native Approach to Content

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NETFLIX (EDITORIAL)9... its a documentary-style approach that adheres pretty closely to the Times particular brand of investigative journalism and thus satisfies all constituents: Publisher, advertiser and most importantly, the audience.

- Outbrain


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OBJECTIVETo build awareness of Philips as a leader in healthcare technology and how its innovations are enabling senior citizens to live independently at home longerSOLUTIONT Brand Studio produced a deeply reported story, a multi-paned infographic and two videos on how technology is enabling the growing population of seniors to live longer and healthier at home, enriching their lives and decreasing pressure on caregivers and taxpayers. T Brand Studio also created a destination page linking back to the Paid Post as well as Philips and New York Times healthcare content.

PHILIPS (EDITORIAL)

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cartier (editorial)OBJECTIVETo raise awareness of and interest in the Calibre de Cartier Carbon Diver watch in a travel story profiling the active, adventurous men who embody its spirit.

SOLUTIONUsing a mix of video and photography, T Brand Studio followed British adventurer Alastair Humphreys making his way across Iceland. The story also profiles two world-class athletes in the remote parts of the world that inspire them the most.







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OBJECTIVETo promote Volvo's Vision 2020 plan, a project which aims to craft vehicles in which nobody will be killed or gravely injured as a result of better design, more advanced materials, and enhanced technology

SOLUTIONT Brand Studio created an experience anchored in rich video, shot on location at Volvo's Safety Center in Gothenburg, Sweden. Complemented by a light interactive data visualization and reported narrative, this multimedia destination explains how Volvo intends to achieve this vision.

volvo (STORYMINING)







OBJECTIVE:To position Ford as a thought leader in the conversation around sustainability and energy efficiency in an increasingly urban world.

SOLUTION:T Brand Studio created a video, animated infographic and editorial to explore the environmental impact of plastic.

The Paid Post positioned Ford among a growing group of manufacturers attempting to mitigate that impact with the development of bioplastic.

Click here to view

FORD (STORYMINING)


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361%more unique visitors than advertiser-produced content

526%more time spent than on advertiser-produced content

72% vs. 51%average Paid Post Medium Scroll Depth vs. editorial content

4 minutes +average engagement time for The Imitation GamePaid Post

48Kaverage social actions taken on Paid Posts in first half of 2015

88%of unique visitors completed one of Shells Paid Post videos

RESULTS: NYTIMES PAID POSTS BY THE NUMBERS

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17Source: BI Intelligence estimates, Interactive Advertising BureauNative advertising us revenue (DESKTOP & MOBILE)







18Sources: CMI (2014), Custom Content Council, (2011) The Content Council (2011), Hanley Wood (2013)

By the numbers

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WHY CUSTOM CONTENT19

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20For successful branded content, follow the rules

1. Dont trick your viewer.2. Understand your clients goal.3. Tell a great story.


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Kaylee King-BalentineDirector, T Brand Studio International@KayleeKB I @TBrandStudio

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