Brenda HUTCHINGS

Head of Photo+Art Buying, Mktg | NY TIMES

After completing a BA in Photography and Film at Harrow in London, I worked as photo researcher on Fleet Street for The London Times, The Sunday Mirror Magazine, etc.  I came to New York for a short six-month freelance assignment (an ex-boss at the Sunday Mirror put a good word in for me). 

Fell in love with Manhattan and it never crossed my mind to return.

I ran the U.S office for the South African organization Media 24 (editorial magazines/news/web) licensing US content, images and book extracts, extensive photo and news research and the sourcing of interviews and local and national stories. 

Also freelanced as a “NY stringer” for UK newspapers and magazines such as The Sunday Mirror and The Sunday Express.

As the industry shifted, I pivoted away from editorial work to U.S based commercial work.  

Currently, I head up the Photo and Art Buying team at The New York Times Marketing Department, aproducing and researching their photo and multimedia assignments to promote the NYT, along with all image rights, permissions, and clearances.  

In my free time, I love to master the art of the perfect cocktail, hike in the fresh air, bike, visit art and photo shows and to scare myself silly watching horror films. 

questionnaire

1.)     What was your very first job? 

A newspaper round. 

 

2.)     Please describe, in your own words, what your job is and what work it entails. 

 

The Marketing Ops team at the NYT facilitates the development of creative work to promote and market the NYT and its many products and partnerships. The team shepherds the Brand and Marketing Creative visions to market.

I head up the Photo and Art Buyers team, commissioning and producing commercial multimedia assignments.

Also the research and curation of photos, video, and illustration from existing NYT editorial content. 

The team handles all rights and permission clearances for NYT editorial imagery for commercial use - for use cases such as the recent award-winning Droga5 TV spots for "The Truth is Worth it," "The Weekly," the new NYT TV show and "The Daily," OOH and social media campaigns. 

 

3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

 

 I enjoyed art whilst at school and college but was given a camera and moved away from painting into photography. Never had a set plan. Making the occasional smart choices along the way helped, but good connections and serendipity are key.

 

4.)     In your constantly growing and expanding the industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

 Working at the NYT has a tendency to keep you on your toes, along with the access to Merlin/DAM housing the first-class newsroom photo assignments. I am a regular fixture at museums, art fairs, and galleries, watch for the industry award shows and IG, etc. 

I still enjoy picking up print Magazines and skimming through for new work.

 

5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

I loved working on the two recent NYT Crossword campaigns, "Life in the Grid"  Here: https://www.nytimes.com/subscription/games/lp89NCG.html?referrer&campaignId=3KKJW

And phase 2 "Play," for social media and OOH in Boston and Seattle.

 

The internal NYT team is always great to collaborate and work with, as was the illustrator, Elena Xausa, in Italy.

jury

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VP, Head of Global Retail Design | FOOT LOCKER
VP of Marketing | SYFY
Head of Photo+Art Buying, Mktg | NY TIMES
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Exec Creative Director | DAVID THE AGENCY
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Creative Director at Large | LAURA MERCIER
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Vice Pres of Mktg, GL CD | KENNETH COLE
EVP Exec Creative Director | BBDO