How Time Is Forging Its Future in the Past

Legacy publisher Time is launching an immersive museum exhibit called “The March,” a 10-minute virtual reality experience that transports you back to 1963 to hear part of King’s “I Have a Dream” speech. The project is just one example of how Time is evolving from a legacy publication wholly reliant on print advertising (and digital ads, sure) to a modern-day media company that invests in a wide array of potentially revenue-generating material, from events to Hollywood-quality, educational immersive experiences.

The transformation comes under new owners, Salesforce founder and co-CEO Marc Benioff and his wife, Lynne, who hired Keith Grossman as president, who in turn invested heavily in the engineering team. The results so far are positive: Revenue is up 8.6% year over year.

Read more: In today's digital cover story, learn how Time is inviting people to immerse themselves in the March on Washington—and what it means for the future of the media brand.

For ThirdLove, now may be the best time to grow in light of difficulties at rival Victoria’s Secret. With that in mind, the intimates brand is pursuing every strategy, from opening stores in select markets to bringing on board creative agencies, to bolster its marketing and branding efforts. Just last year ThirdLove celebrated multiple million-dollar days, according to David Spector, co-founder and co-CEO. Although the brand hasn't had an agency of record, there is the likelihood it could hire one within the year, according to co-founder and co-CEO Heidi Zak.

Read More: The brand plans to branch out into different forms of advertising, utilizing outside agencies in addition to internal creative.

Hold onto your controllers (and maybe hug them, too): It appears that gaming has captured the hearts of Gen Z and millennials. According to a Brand Intimacy 2020 Report from New York-based agency MBLM that examines brands based on emotion, 18- to 34-year-olds in the U.S. are swooning over Xbox and PlayStation. The idea of brand intimacy is meant to gauge reactions to the state of the marketplace and to determine what the ideal agency could and should look like. Last May, Morning Consult also examined Gen Z's most beloved brands and found multiple gaming companies including PlayStation and Nintendo in the top 10, along with other behemoths Google, Netflix, Amazon and YouTube.

Read more: Discover the 14 other brands that Gen Z and millennials are most infatuated with, according to the report.

This week, women’s workwear brand M.M.LaFleur extended its mission of providing “a more practical, inspired wardrobe” for professional women by helping women running for public office across the United States. In an Instagram post on Monday, M.M.LaFleur launched the new initiative: The brand will lend its clothes to women running for office across the U.S.—for free. Female candidates interested in taking advantage of M.M.LaFleur’s offer have to prove their candidacy and give the brand more information about their platform. By Thursday, 900 women had contacted the brand to capitalize on the offer.

Read more: This isn't the first time M.M.LaFleur has dipped into politics.

Best of the Rest: Today’s Top News and Insights

In a post-Brexit world, The Guardian has directed European readers to its international magazine in explosive fashion—by encouraging them to literally break glass—sugar glass, that is—to read a copy.

The media mogul and bestselling author joins a main stage roster featuring DJ Khaled and speakers from Zappos, Uber, the NFL, Verishop, Ulta and more. Don’t wait to secure your pass—limited remain and Challenger Brands kicks off in less than two weeks.

Ever wonder who exactly it is dishing out fresh wit on your favorite brand Twitter accounts?

Too often brands tap in and don’t make an authentic connection.

But CMO says the long-running campaign will still 'be part of our brand going forward.'

Each & Every is latest small brand to try the strategy.

From the network that brings you loads of schmaltz comes an unexpected cliffhanger ending.

More than 75% of clicks belong to online travel agencies.