Time Inc. Launches The Foundry For Content Marketing

The wave of in-house agencies and studios continues to grow with Time Inc.’s launch of The Foundry, a new cross-channel creative shop focused on content and intended to help launch new brands.

The new division, which will ultimately be based in Time Inc.’s new space in Industry City, Brooklyn, will draw on talent from Time Inc.’s other in-house assets, including the Innovation Studio and Content Solutions, as well as new editorial verticals like The Drive, its new automotive site. It will bring together writers, editors, Web and app developers and tech experts to create content marketing programs for new and emerging brands, according to the company.

Executive vice-president of global advertising Mark Ford will lead The Foundry.

As noted, Time Inc. isn’t the only publisher beefing up its capabilities in content marketing. Earlier this week Condé Nast bolstered its in-house native content outfit, 23 Stories, with new senior-level appointments from within the company.



Meanwhile, The Enthusiast Network, which publishes Motor Trend, Automobile and Hot Rod magazines, is ramping up its sponsored video content efforts with full-length programs, produced by TEN’s in-house creative arms and distributed via TEN’s online channels.

The New Republic is also getting into the native advertising business with the launch of a new in-house content marketing agency called Novel, which will produce long-term branded content campaigns aligned with the publication's own progressive ethos.

And last month Forbes Media announced it is expanding its BrandVoice native advertising service with a new offering called “Special Features,” which allows advertisers to create their own custom-designed, interactive feature pages. The new feature, which debuted with Dell as a launch client, gives advertising clients access to all the production tools at the disposal of Forbes’ editorial staff.

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