The New York Times Company’s advertising team has unveiled Pivotal, a platform built for marketers seeking brand relevance and consumer insight on “the most important topics today,” says the Times.

Backed by the Times’s audience data and research, Pivotal delivers guidance and recommendations for brands to shape creative work and marketing strategies.

The team conducted multilayered research, interviewed journalists, experts, readers and adults across the U.S. and tapped into The New York Times’s first-party data to outline recommendations around six key territories: race, climate, sex, gender, tech and money.

“Pivotal offers marketers insight on the role their brands can play in our lives. In the near future, we’ll introduce a variety of ways brands can engage with our experts and our insights,” says the Times.

Axios offers more info on the program here