Time Inc. -- the publisher of iconic magazines like Time, People and Sports Illustrated -- is working with creative agency Gyro New York on a branding campaign expected to roll out in 2015, Ad Age has learned.
The agency, known for its business-to-business work, will look at Time Inc.'s "brand positioning in the B-to-B space," according to a Time Inc. spokeswoman.
"We're a newly public company, and it makes sense to get our message out in the marketplace," she added, declining to comment further because the project has only just begun.
Time Inc. was spun off from Time Warner in June, when it became a publicly traded company.
Kenneth Hein, chief marketing director at Gyro, confirmed the agency had recently begun working with Time Inc. He declined to comment beyond that, saying "it's still early days."
Gyro's clients include so-called challenger brands, such as BlackBerry and Lincoln Financial. Despite Time Inc.'s size -- it is the nation's largest magazine publisher -- the company is trying to quickly reinvent itself as more than just a print publisher amid diminishing print-advertising revenue. Third-quarter revenue at Time Inc. was $428 million, about the same as a year prior, with gains in digital advertising helping to offset sagging print sales. But the company also revised its revenue outlook downward for the year, largely because of weak print-ad sales at its weeklies.