The Atlantic is introducing today a new collective that combines a full-service agency, media company, creative studio and live events group.
It will house the creative studio Atlantic Re:think; brand agency Atlantic 57; a new group called Ventures; advertising in print, digital, podcasting; and sponsoring live events through AtlanticLive.
Atlantic Ventures will collaborate across the company to develop editorial initiatives and new partnership models.
“We are bringing together our expertise, and knitting our groups together more closely, to deliver a truly integrated, end-to-end marketing experience,” a spokesperson told Publishers Daily.
Atlantic Brand Partners launches with a new website and a series of essays by The Atlantic’s staff, including a look at what design trends can tell us about the post-pandemic future.
“As the pandemic began and wariness grew, each of our teams heard overwhelmingly from clients that they were looking to forge deeper partnerships,” stated Stephanie Parker, The Atlantic’s executive director of marketing.
“Atlantic Brand Partners was born from this ethos and built to help marketers step back from the day-to-day to see their brands in a wider context.”
In the coming weeks, Atlantic Brand Partners will bring thought leadership to market through an intelligence platform.
Ari Curtis, art director of brand marketing at The Atlantic, commented in a Q&A on the site: “Seeing all of our work in one place really drives home the value of ABP. This isn’t a sales pitch — I truly believe the breadth, depth, creativity, and skill behind our work is made stronger by bringing it all together.”The launch of Atlantic Brand Partners comes on the heels of a campaign released last week from Atlantic Re:think and Land Rover, John Mayer Goes Outside.