Key Insights

The formats we use to make and distribute branded content have evolved significantly over the last 10 years, yet at its core, storytelling still has to deliver authentic, trustworthy narratives that drive impact. In a world of so much artificially created content, authenticity is what I see resonating most with clients and with audiences. Whenever I articulate why T Brand Studio is the right partner, I focus on how we view storytelling through a specific lens – not just through marketing or advertising – but with a critical, human-led journalistic eye that connects with culture, society, and the changing world around us.

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Signature Work Achievements

Raquel Bubar built, launched and currently oversees T Brand International, the branded content studio within New York Times Advertising. She leads all creative partnerships across Europe, the Middle East and APAC regions. Renowned for her team's bold, inspiring approach to branded storytelling, she has played a pivotal role in expanding The New York Times’s international advertising presence outside of the US. In the past few years, Raquel and her team have spearheaded award-winning campaigns for global brands such as L’Oreal Groupe, Cartier and UBS.She was named Marketer of the Year 2025 at the Native Advertising Awards and was shortlisted for Campaign U.K.’s Inspiring Women award in the Conquering Creativity category in 2024. She has served as a judge of the UK Young Lions Competition, Festival of Media, Digiday Media Awards, AOP Awards, co-chair of the World Media Awards, Native Advertising Awards, and has spoken at events including Cannes Lions, AdWeek Europe, AOP Crunch, IAA U.K., IAB Madrid, City Nation Place, nextMedia.Hamburg, and VideoWeek London.

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Career Lessons

Great ideas can come from anyone and anywhere. Over the years, I’ve seen that some of our most successful campaigns were born from simple insights that really make you think. This proves that the person with the most senior title isn’t always the most creative person in the roomlistening to those around you and building space for ideas to be nourished is the key to creative success.