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
SHARE
THIS



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

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Thrive PR Wins SodaStream Account
  • Marketing

Thrive PR Wins SodaStream Account

The farting in the Thrive PR office rises expodentially after the agency snares the SodaStream business.

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]