Time Inc. has launched a new content and creative shop called The Foundry. The group, which will move into Time Inc.’s new Industry City, Brooklyn satellite office later this year, will be a combination of the company’s content marketing operations and new vertical development efforts such as the soon-to-launch The Drive.
The independent nature of the group’s branding signals a more distinctive agency-like identity—a move that other publishers have taken as well.
Condé Nast has its 23 Stories, for example, which just expanded its leadership team. And even B2B publishers are getting into the game—1105 Media just launched its 05 Group, which centralizes its custom marketing services.
Mark Ford, Time Inc.’s EVP of global advertising, will head up the new group.
But efforts by other publishers to call out their creative service groups don’t also include internal brand development. What’s interesting about The Foundry is its mash-up of marketing services and new brand creation. In this case, Time Inc.’s Innovation Studio and Content Solutions will live with the same folks who are building new brands like the aforementioned The Drive.
According to the company, editors, developers and tech staff will all be working on common goals.
“Merging technology and creative content areas will enable us to learn, iterate, launch and scale more rapidly,” says chief technology officer Colin Bodell in a statement.