
Sponsored content can be difficult for brands to achieve. It’s not typically in their DNA to produce content and it can be a fine line between story-telling and feeling like traditional advertising. But Cartier is one brand betting big on it.
When the French luxury jewelry house re-opened its flagship store on 5th Avenue in New York this month, it made sure that the big moment didn’t go unnoticed online. Cartier did this by hiring The New York Times and Business Insider to produce sponsored content around the two-and-a-half year restoration project, as well as incorporating the brand’s history in the storytelling using text, photographs and 360-degree video. To read the rest of this story, visit Glossy.co.
More in Marketing

Why marketers shouldn’t follow Unilever’s plans to work with ’20 times’ more influencers just yet
The creator economy isn’t just another media channel but an ecosystem all its own with potential hazards along the way.

Despite the uncertainty, some advertisers have increased their TikTok spend this year
Seven large advertisers have increased their U.S. social media spend on the platform during Q1 2025.

WFA sees 54% of multinational brands boosting influencer spending — with more relying on agencies to find creators
With influencer marketing budgets steadily rising, more multinational brands are increasingly partnering with influencer agencies to identify creators as the industry becomes more complex.