July 10, 2025
As part of our Brand Advisory Board meeting this month, World Media Group CEO Jamie Credland invited Raquel Bubar, Managing Director at T Brand Studio International, The New York Times, and Ranya Johnston-Taki,International Executive Director of Integrated Marketing & Campaign Performance at The Wall Street Journal, to share their expertise on what it takes to create successful, PR-worthy Content Partnerships.
The session offered a behind-the-scenes look at how top-tier publishers and brands are evolving their approach to branded content, particularly when the goal is to create buzz, enhance brand perception and capture media attention.
1. Trust is the ultimate currency
One of the central themes was the enduring value of a trusted editorial environment. Both Bubar and Johnston-Taki emphasised that credibility is not just a journalistic principle – it’s a strategic advantage for advertisers. Content partnerships that sit alongside or adjacent to quality editorial benefit from the halo effect of that trust. “You can’t influence what our journalists are writing but advertisers benefit from the independence of our newsrooms,” said Bubar. “Our subscribers – all 11.4 million of them – pay for journalism that is credible and not influenced. That level of trust is exactly why brands want to be associated with The New York Times.”
This trust also extends to branded content environments. Publishers are increasingly using data and audience insights to ensure content aligns with the platform and audience expectations, reinforcing credibility.
2. Brilliant ideas thrive through collaboration
When it comes to creating content that breaks through the noise, both panelists stressed that the initial brief is just the beginning.
The most successful projects are those where media owners, agencies and clients co-create and collaborate together. “It’s always a valuable experience for all involved when rounds of collaborative feedback are built into getting to a great idea,” Johnston-Taki said. “Our team gets so inspired when our clients genuinely want to be disruptive and go further than that sometimes overused request for ‘outside-the-box’ ideas.”
Bubar gave the example of the Birkenstock campaign ‘Ugly for a Reason’ that her team developed for New York Times Advertising. Originally sparked by a conversation during a meeting with the client, the idea evolved into a campaign that not only aligned with a fashion trend (the rise of “ugly shoes”) but also addressed deeper themes like foot health and heritage. The resulting content earned PR attention across media, social and industry channels (including a World Media Award) – proof that authenticity and timing matter as much as creativity.
3. Great content doesn’t work in silos
Another recurring message was the need for cross-functional integration – between PR, media, and marketing teams as well as across media partners themselves.
Too often, content partnerships suffer because different players are siloed by budget, KPIs or internal politics, when in fact some of the best outcomes happen when everyone is brought together around a big idea. However this kind of alignment needs to be intentional and driven by one person, usually on the client side, who can unite agencies and media under a shared objective. Without that collaboration, even a strong creative idea can fall short of its full potential.
4. Clarity on objectives is critical
Content partnerships can do many things – build awareness, drive engagement, shift perceptions or generate earned media – but they can’t do all of that equally well in every case. That’s why a clear, singular objective is essential. If you’re trying to achieve fame for a new product or thought leadership in a vertical, you need to define what success looks like up front. Then everyone involved, from PR to creative to media buying, can swim in their lane while working toward the same goal.
Measuring success is also evolving. Johnston-Taki discussed the growing use of intelligence teams to measure shifts in brand perception, and other ways of evaluating impact such as industry recognition and awards, not just impressions and clicks.
5. Don’t underestimate the power of relationships
While the line between “church and state”, or editorial and branded content, remains firm, our panelists acknowledged that strong senior-level relationships can support great creative collaborations, especially when it comes to amplifying thought leadership.
Some of the most effective campaigns have been born from conversations between brands and publishers at a leadership level. Bubar discussed how brand leaders who value telling meaningful stories that matter in the world, can more effectively harness the power of publisher content studios. She noted this is especially true for branded storytelling about the important issues, places, and people of today — what T Brand Studio is designed to do. While brand relationships with media partners can’t – and shouldn’t – guarantee editorial coverage, they do facilitate a better understanding of advertising goals, storytelling and ultimately better outcomes.
6. Push for simplicity
Johnston-Taki emphasised how some of the best campaigns are also the simplest. Credland recalled the Infosys / Economist Impact campaign for Value Chain Navigator, last year’s World Media Awards Grand Prix winner, which boiled down to a single compelling insight: senior business leaders are competitive, so gamifying complex subjects can increase engagement. That insight, backed by data, became a content experience that achieved high engagement and strong PR. The message – don’t bury a good idea in complexity. “If you can’t explain it to a 10-year-old, it’s probably not going to cut through,” said Credland.
7. Media owners should work together more
The conversation closed with a reflection on media collaboration. Johnston-Taki noted that while media brands often pitch separately, clients would benefit from seeing integrated stories – multiple media brands working together to create a sum greater than its parts. Bubar underscored the idea that prioritising and building trust within content relationships is essential for achieving real long-term success.
Collaboration was the clear message from the session, combined with clarity, credibility and courage. Brands that align their teams, trust their media partners and are open to considering more disruptive responses to briefs are the ones best placed to build campaigns that resonate and earn headlines, not just impressions.