NYT shifts to lifestyle storytelling with new brand campaign

The New York Times has unveiled a new brand campaign, It’s Your World to Understand, marking a departure from the political and journalism-centric themes of recent years in favour of a lifestyle-oriented approach.

The campaign is the first from Isle of Any, the newly formed agency led by Laurie Howell and Toby Treyer-Evans, who previously worked on major Times projects while at Droga5.

The work contrasts sharply with the Times’s award-winning Truth is Worth It campaign, created with Droga5, which highlighted the painstaking reporting behind big stories. Instead, the new spots — with titles like Sneakers, Gravity and Time — focus on ordinary subjects that lead to broader, interconnected issues, underlining the Times’s ambition to show its journalism as a part of everyday life.

Chief marketing officer Amy Weisenbach said the idea was inspired by conversations with highly engaged subscribers who described the Times as integral to their lives year-round. The campaign, she said, is designed to extend that message to audiences less familiar with the breadth of the Times’s coverage.

While Droga5’s Truth is Worth It remains a high-water mark in the Times’s advertising history, the new creative direction reflects the publisher’s ongoing digital transformation and its role in readers’ daily routines. It signals a brand strategy that balances journalistic integrity with lifestyle relevance.

Source: Noah Wire Services

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The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.

Freshness check

Score:
10

Notes:
The narrative is fresh, with the earliest known publication date being August 25, 2025. No earlier versions with differing figures, dates, or quotes were found. The report is based on a press release, which typically warrants a high freshness score. No discrepancies or recycled content were identified.

Quotes check

Score:
10

Notes:
The direct quotes from Chief Marketing Officer Amy Weisenbach and agency founders Laurie Howell and Toby Treyer-Evans are original, with no earlier matches found online. This suggests potentially exclusive content.

Source reliability

Score:
10

Notes:
The narrative originates from a reputable organisation, LBBOnline, which is known for its coverage of advertising and marketing news. This adds credibility to the report.

Plausability check

Score:
10

Notes:
The claims about The New York Times launching a new brand campaign with Isle of Any align with known industry developments. The campaign’s focus on a lifestyle-oriented perspective and the involvement of agency founders Laurie Howell and Toby Treyer-Evans are consistent with their previous work at Droga5. No inconsistencies or suspicious elements were identified.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary:
The narrative is fresh, with no recycled content or discrepancies identified. The quotes appear original, and the source is reputable. The claims are plausible and consistent with known industry developments. No credibility risks were found, supporting a high confidence in the report’s accuracy.