Jim Gaines, a former global editor at large and Americas editor at Reuters, has joined The Atlantic’s creative marketing group, Re:think, as director of content.
Gaines will oversee all content for the group, which creates native advertising and branded content campaigns in the spirit of The Atlantic’s mission to publish ideas-rich journalism.
“Jim brings expertise, energy, and authority to our growing native business,” said publisher Hayley Romer in a statement. “The breadth and depth of his experience will help further distinguish Re:think in an increasingly competitive environment.”
Much of his earlier career was spent at Time Inc., where he was managing editor – the chief editorial role – at People, Life and Time. He was also publisher of Life during its revival in the 1990s. During his tenures, all three titles were honored with significant journalism awards and expanded their businesses with new multimedia platforms.
At Reuters, Gaines had been responsible for leading editorial training, internship, diversity and coaching initiatives, working closely with Corporate Talent and Development and HR.
Atlantic Re:think was formed in 2014 to develop content for clients and partners. In its first year, the Re:think team produced more than 130 custom experiences for brands. More than 60 percent of The Atlantic’s digital advertising revenue for last year can be attributed to the work of the Re:think team
