The Atlantic’s in-house agency, Atlantic 57, is creating a new platform specifically for brands and marketers navigating COVID-19 as it moves to position itself as a “brand evolution firm.”
The Atlantic’s newsroom has been aggressively covering the pandemic, an effort that put substantial coverage in front of its paywall yet still saw a surge in subscribers. Now, the consultancy firm, Atlantic 57, is releasing a new platform, Altered, to offer brands and marketers advice on navigating the same unsteady economy rocked by the coronavirus.
“We very rapidly made this pivot from thinking just simply as an Atlantic wholesaler, from just commerce and providing services and partnerships, to being more altruistic and civic minded,” said Kate Watts, president of Atlantic 57, whose evolution of the division was in the works before COVID-19 took hold in the U.S.
Some publishers have used their brand studios, like The New York Times’ T Brand Studio or The Washington...
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