Mediabrands Content Studio and Vice Media Group have inked a global production partnership. Effective immediately, Vice Media Group will make its entire suite of global production content capabilities and creator teams available to Mediabrands’ agencies and clients worldwide. This includes capabilities from its brands such as VICE, i-D, Noisey, Refinery29, VICE News, VICE Studios, and Pulse Films.
The partnership will focus on creative solutions without committing to any media spend, ad buy or content placement on Vice Media Group'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’ online to offline and desired media channels.
Likewise, Vice Media Group will now have direct access to Mediabrands portfolio of clients globally as the preferred production partner. According to Mediabrands', this new arrangement is "the logical next step" for both parties which already have a rich, extensive working relationship and share similar approaches to content. The partnership is co-brokered by Brett Henenberg, Mediabrands Content Studio's head of production, and Vice Media Group's SVP of global production Dan Bowen.
At the same time, Mediabrands' emerging film and TV development practice will also benefit from the deal. Through the partnership, Pulse Films will co-develop a slate of original entertainment properties with Mediabrands’ TRAVERSE32, founded by Henenberg and Mediabrands global chief content officer Brendan Gaul last December. Gaul said the partnership will allow the team to deliver consistent content capabilities across its top markets at the highest level regardless of media commitment.
Meanwhile, Bowen said the Mediabrands team understand the best way to tape into Vice Media Group's extensive offering and will bring the company a level of first-person brand access media companies rarely get. Mediabrands Content Studio was launched last November to network and grow the content capabilities within Mediabrands’ agencies - UM, Initiative, Reprise, Rapport, MAGNA and Orion around the world. Itprovides a suite of capabilities that link branded content, performance content, advertising campaigns and original content and entertainment solutions. Amit Sutha, former CEO of UM Malaysia and Ensemble Malaysia, was promoted to EVP, executive director global business of the studio in January this year.
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