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CANNES, France—When Donald Trump tweets, subscriptions go up.
Colleen Leddy, head of communications strategy at Droga5, and her team knew that to be true. So when the agency began working on the first major branding campaign for The New York Times in a few years and first TV spot for the brand since 2010, it was important that the campaign roll out on a big stage.
That stage was not only billboards in Times Square, but a TV spot that ran during the Academy Awards.
“We anticipated some [actors] talking about the importance of journalism.
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