IPG Mediabrands Content Studio partners with Vice Media Group

Interpublic’ newly created Mediabrand Content Studio (MBCS) has announced a global production partnership with Vice Media Group (VMG), effective immediately.

This deal will see Vice making its entire suite of global production content capabilities and production teams available to Mediabrands’ global agencies and clients.

This includes production teams, creators and talent from Vice Media Group brands including Vice, i-D, Noisey, Refinery29, Vice News, Vice Studio and Pulse films.

Vice Media Group

Vice was relaunched in Australia this year by Pedestrian, following significant cuts in 2020, also launching Refinery29 in the local market.

The partnership will focus on creative solutions without the commitment of any media spent, ad buy or content placement on VMG’s media properties, in addition to Mediabrands and clients having access to global production infrastructure moving forward.

As part of the arrangement, VMG will also have access to Mediabrands portfolio of global clients as the preferred production partner, having the capacity to directly develop content, support and engage on future production deals.

Brendan Gaul, Mediabrands global chief content officer, said: “The VMG partnership will allow us to deliver consistent content capabilities across our top markets at the highest level regardless of media commitment. The unbundling of media and content is a game changer in the way we can quickly respond to a client’s content need anywhere, for any use with exceptional creativity”.

Dan Bowen, VMG’s senior vice president of global production 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”.

Vice announced job cuts last year at the height of the Covid pandemic across both Melbourne and Sydney offices, with 155 jobs cut globally.


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