The Economist Opens a Shop for Its Native-Ad Shop in the US

/ Aug 14, 2014

TVC

The Economist Group’s London-based branded content agency, TVC Group, has opened its own office in New York to better serve advertisers in the US.

The agency, which is best known for its work on skydiver Felix Baumgartner’s Red Bull Sratos stunt, actually began operations in New York 12 months ago — though it was sharing office space with its parent company. After landing projects from major clients like Jaguar Land Rover and GE, a separate facility with full production capabilities was needed.

The new office, which is based in the West Village neighborhood of Manhattan, is comprised of five full-time employees. TVC plans to double that number by year’s end.

The US expansion is also part of The Economist Group’s effort to expand its content marketing (or “native advertising”) business — a tactic increasingly used by publishers and brands to reach consumers on digital platforms. TVC Group will remain focused on video creation and distribution services for new and existing clients in the US.

“We have delivered numerous campaigns across the US for global brands so a permanent base was an obvious next step for our business,” said Adam Clyne, managing director of TVC International, in a statement.

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