The agency, called The Times, officially launched one month ago, and you’ve all exhaustively discussed the events that preceded its opening.
But the former Havas North America CCO had apparently begun working with clients, most prominently Hulu, before that news went live. In case you missed it, some projects to date include the streaming service’s Black History Month work and an original series called Around the Way. Most famously, Peterson served as the connection between Hulu’s marketing team and Chris Godfrey, The&Partnership London creative behind that extremely viral Instagram egg.
Here’s some other work for brands including Yeezy.
So how is The Times positioning itself? As an alternative to the “traditional agency.”
The pitch we received, which recently went out to unspecified clients and/or search consultants, points to a “simplified compensation model” involving “minimal” production expenses and a modest monthly retainer.
Here’s your competition.
The ad agency model has lost relevance. Traditional agencies no longer provide utility or value for today’s clients, but the times have changed.
Meet The Times, a content and culture advertising agency where Producers and Creators take client briefs and produce the highest quality, most relevant and engaging content for social and traditional advertising channels. Our work doesn’t simply check the box; it detonates hype and frenzy. We are the all-stars of social media, creating branded work not in theory but in self practice. Our work is diverse and inclusive and rooted in culture.
The Times operates on a simplified compensation model: we charge a modest monthly retainer to cover the cost of our Producers and Creators. All agency costs are covered within the retainer and production expenses are minimal. Our state-of-the-art studio is at the service of our client’s ideas. Our lights, cameras, drones, and iPhones turn cultural concepts into content in just seconds, minutes, at most hours.
We look to service clients who are in search of an honest and simple way to fill their content channels; clients who are secure in their own brand-identity and have an understanding of their consumer’s ever-changing, modern landscape.
We reached out to The Times for additional comment, but this one is pretty straightforward.