The New York Times acquires design studio Fake Love

The announcement signals its greater focus on making use of virtual and augmented reality.

New York, USA - May 25, 2013: Man hailing a yellow cab on the street in Times Square in front of the New York Times building.

The New York Times Company has acquired US-based design studio Fake Love, as it looks to expand its native advertising and creative services offering.

Fake Love, which specialises in creative programmes, live experiences and virtual and augmented reality, will be incorporated into the media company’s existing marketing services agency, T Brand Studio.

Currently, T Brand Studio focuses largely on creating native advertising and branded content for clients including Emirates, Ford, Goldman Sachs, Philips and Toyota. It now has offices in New York and London following its initial launch in 2014.

Experiential marketing, virtual reality and augmented reality

Acquiring Fake Love will allow The New York Times’ marketing arm to grow its experiential marketing, virtual reality and augmented reality capabilities, according to the company.

“We’ve worked with Fake Love on projects in the past and have been very impressed with their experiential and creative skills,” says Sebastian Tomich, senior vice president of advertising and innovation at The New York Times Company.

“We’re now very excited to pair their capabilities with our ad products on The Times, with T Brand Studio, as we expand into producing campaigns off of The Times and into the fast-growing worlds of VR and AR.”

Fake Love is the media company’s second marketing agency acquisition in six months, after buying social media marketing agency, HelloSociety, in March.

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