NY Times Acquires Design Firm ‘Fake Love’

The Times looks to get more creative with its ads.

The New York Times has acquired the design firm Fake Love. The deal was an all-cash acquisition.

Fake Love was founded in 20120 by Layne Braunstein and Josh Horowitz. The agency specializes in ad campaigns that incorporate live events and virtual and augmented reality.

“We’ve worked with Fake Love on projects in the past and have been very impressed with their experiential and creative skills,” said Times senior vp of advertising and innovation Sebastian Tomich, in an announcement. “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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