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The New York Times snaps up experiential ad agency Fake Love to boost native capabilities

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By Rebecca Stewart | Trends Editor

August 12, 2016 | 3 min read

The New York Times has purchased Fake Love, an experiential ad agency with a focus on virtual and augmented reality projects.

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The New York Times has purchased ad agency Fake Love / The New York Times Company

The deal will help the publisher boost its branded content division, T Brand Studio, which works with a variety of clients like Ford, General Electric and Emirates.

According to the Wall Street Journal, Fake Love and its 10 full time staff will join the media outlet's native arm, which now employs more than 110 people in New York and London with expansion plans in the pipeline for an APAC offering.

The acquisition marks the second time this year the New York Times has bought an existing agency to bolster T Brand Studio - in March it purchased influencer agency HelloSociety in a similar move.

"We’ve worked with Fake Love on projects in the past and have been very impressed with their experiential and creative skills," ​said Sebastian Tomich, senior vice president, advertising and innovation, in a statement.

"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."

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