Vice Australia and Refinery29 will join Pedestrian group in a multi-year deal with Vice media group.
Pedestrian Group, Australia’s largest youth-focused publisher, has signed a multi-year deal with VICE Media Group, the world’s biggest independent youth media company.
This is a global first for VICE. The partnership means that Pedestrian Group will be the exclusive publishing and commercial partner for VICE Australia, and will launch Refinery29 in the Australian and New Zealand markets.
Refinery29, which has US, UK, and German editions, is aimed at young women and covers culture, entertainment, politics, and more.
In a press conference on Friday, Matt Rowley, CEO of Pedestrian Group said, “we could see spaces for VICE and Refinery 29.” He was insistent on the fact that the deal would mean building up the teams, with “absolutely no down-sizing or lay-offs.”
On maintaining the VICE voice and brand, he said that “we wouldn’t be doing this if we didn’t want to work with that VICE voice.”
Myki Slonim, President VICE Digital at VICE Asia Pacific described the deal as, “a real case of planets aligning.”
The deal is a number of months in the making and follows a strategic review which led to Pedestrian Group’s decision to stop licensing POPSUGAR Australia, and ends its representations of Tinder’s commercial interests in the local market.
Slonim also said in a statement that, “the partnership with Pedestrian Group is an incredible opportunity to establish Refinery29 in Australia, and build on VICE’s reputation for culture-defining storytelling.”
Simone Oliver, Global Editor-in-Chief of Refinery29 added, “we are so excited to expand Refinery29 into the Australian market. The ethos of this platform is to be able to create a space for women and for underrepresented voices to be seen and heard.”
“Being able to make an impact on their lives and celebrate expression. We look forward to seeing how this platform is received here – and continuing to grow the Refinery audience.”
VICE Australia will immediately begin operating under Pedestrian Group, and Refinery29 will launch in the first half of 2021.
Pedestrian Group plans to invest in both brands over a number of years to grow them both editorially and commercially, while still working closely with VICE Media Group at a global level. This will ensure that the voices of both brands remain distinct.
VICE Media Group’s content partnership with SBS Australia, and its linear TV Channel with SKY New Zealand will remain unchanged.
Liz Cambage, Australian basketball star, has taken to social media to criticise a lack of racial diversity in recent Australian Olympic Committee photoshoots, indicating she may boycott the Tokyo games. Cambage is a member of the Australian Opals basketball team, and has played in a number of elite leagues including the WNBL, where she played […]
Massachusetts state attorney Maura Healey has sued Publicis Health, a subsidiary of Publicis Groupe SA, over allegations of deceptive marketing. Healey argued that Publicis Health used unfair, deceptive marketing tactics to sell a powerful, addictive prescription painkiller called OxyContin on behalf of Purdue Pharma. According to the suit, “dangerous opioid drugs continue to kill hundreds […]
B&T’s Research Agency Of The Year, strategic insights consultancy Nature, was a big winner at the Research Society Awards last night, taking home four prestigious honours. Nature won the Research Effectiveness Award for Technology and Innovation for its work for Don KRC; Managing Partner Chris Crook (main photo) was accepted into the Research Society’s Fellowship; […]
Australasia’s leading independent creative company, Special Group, has been named the world’s best Creative and Independent Agency of the Year by one of the world’s most prestigious advertising titles – the United Kingdom’s Campaign. Special Group – which has offices in Sydney, Melbourne, Auckland and Los Angeles – was named Global Agency of the Year […]
The winners of Fast Company’s 2021 World Changing Ideas Awards have just been announced, honoring the businesses, policies, projects, and concepts that are actively engaged and deeply committed to pursuing innovation when it comes to solving health and climate crises, social injustice, or economic inequality. Losing Lena by Clemenger BBDO Sydney was a finalist in […]
Adland's future was on display at yesterday's Young Lions. Sadly, the B&T's editor's plumbers crack was also on display.
A highlight of Australia’s creative calendar, The Design Conference celebrates its 10th conference with a cracking line-up of 20+ speakers when it returns to Brisbane Powerhouse from Wednesday 16 – Friday 18 June 2021. Over the last ten years, The Design Conference has evolved into one of the world’s premier professional development opportunities at the […]
Sydney-based design studio Universal Favourite launched a new branding for US beauty brand Youthforia, whose mission is to make makeup more playful. To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw.
APRA AMCOS, a music rights management organisation for Australian and New Zealand songwriters and music publishers, has engaged Klarrio to help modernise its IT architecture and accelerate its digital transformation journey. Klarrio, a systems integrator specialising in real-time data streaming and customised IT architecture modernisation, is helping APRA AMCOS migrate from an on-premise, single-threaded processing […]