Times Company Digital Selects Ogilvy & Mather as AOR

Times Company Digital, the Internet arm of the New York Times Co., on Monday tapped Ogilvy & Mather as its agency of record for a $40 million account.

Ogilvy & Mather will handle work for all the Times Co. Digital brands, including NYTimes.com, NYToday.com, Boston.com, WineToday.com, GolfDigest.com and Abuzz.

The New York Times Co. on January 28 filed to take Times Company Digital public with a tracking stock, so the advertising emphasis is at least partly aimed at making the business more attractive to investors.

“From the initial introduction to the chemistry meetings, Ogilvy demonstrated a firm understanding of our brands and their unique positions in the marketplace,” says David Thurm, chief operating officer of Times Company Digital.

“In addition, it is important that our agency have the ability to act swiftly and adapt to our marketing needs as they continue to evolve. All of these things were key factors in our decision.”

The decision was also likely influenced by the Times Co. Digital chief executive officer’s ties to Ogilvy & Mather. Martin Nisenholtz worked at the ad agency from 1983 to 1994 and founded its Interactive Marketing Group in 1983.