Interpublic’s Mediabrands Seals Global Deal With Vice Media Group

Interpublic’s Mediabrands Seals Global Deal With Vice Media Group
B&T Magazine
Edited by B&T Magazine



Mediabrands Content Studio and Vice Media Group announced that they have formalised a global production partnership.

Effective immediately, VMG will make its entire suite of global production content capabilities and creator teams available to Mediabrands’ agencies and clients worldwide.

The innovative new arrangement is the logical next step for the two companies which already have a rich, extensive working relationship and share similar approaches to content.

For the first time ever, Mediabrands and its clients will gain access to all of the production teams, creators, and talent that power all of VMG’s brands including VICE, i-D, Noisey, Refinery29, VICE News, VICE Studios, and Pulse Films, globally — focusing the partnership on creative solutions without committing to any media spend, ad buy or content placement on VMG’s media properties.

As well, Mediabrands and its clients will now have a full turnkey global production infrastructure that can develop, facilitate, and create a diverse array of brand-owned and controlled content, which can then be placed on clients’ O&O and desired media channels.

VMG will likewise now have direct access to Mediabrands comprehensive portfolio of clients around the globe, as the preferred production partner, through which it can directly develop content, support, and engage on production deals.

“The VMG partnership will allow us to deliver consistent content capabilities across our top markets at the highest level regardless of media commitment,” said Brendan Gaul, Mediabrands Global Chief Content Officer.

“The unbundling of media and content is a gamechanger in the way we can quickly respond to a client’s content need anywhere, for any use with exceptional creativity.”

Co-brokered by Brett Henenberg, MBCS’s Global Head of Production, and VMG’s Senior Vice President of Global Production, Dan Bowen, the partnership marks the first deal from Interpublic’s newest creative practice since launching in November 2020.

“The power of this partnership is that it allows us to deliver high quality, low cost, fast and agile production. The old saying ‘you can only choose two between good, fast and cheap’ no longer applies as the global scale of this deal allows us to truly deliver all three anywhere in the world,” added Henenberg.

Mediabrands emerging film and television development practice will also benefit from the MBCS/VMG deal. Through the partnership Pulse Films will co-develop a slate of original entertainment properties with Mediabrands’ TRAVERSE32, founded by Gaul and Henenberg last December.

Dan Bowen, Senior Vice President of Global Production, VMG said, “We are thrilled to kick off this partnership. The IPG Mediabrands team understands the best way to tap into our extensive offering at VMG and will bring VMG a level of first-person brand access media companies rarely get.”

” With production across the full spectrum leading and media supporting, together we are positioned for some exciting work and creative collaboration.”

Davud Karbassioun, Global President of Commercials & Branded, Pulse Films, said, “Brendan & Brett have a unique track record for guiding their diverse portfolio of brands to properly create and own entertainment IP in a truly innovative, meaningful and rewarding way.”

“There is a big opportunity for brands at the heart of this partnership that we are excited to dive into with TRAVERSE32.”




Please login with linkedin to comment

Interpublic MediaBrands Vice vice media group

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]