Hasta La Creative!

About 18 months ago, Meredith Kopit Levien and her team at The New York Times made a bold decision. “We needed to start thinking about The New York Times as a consumer brand, and take its power as a brand much more seriously,” she says. As chief revenue officer, Kopit Levien understood that for The Times to continue providing value to advertisers and readers, it would need to innovate and transform consumer expectations.

“There was always this sense that we had this opportunity to begin to behave more like a world-class consumer brand,” she says. They hired talent with extensive brand experience, and dug deep into their brand definition with the help of the newsroom to stay true to the “product.” Eventually, they settled on a simple brand statement: The Times helps people understand the world.

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