Mediabrands Content Studio, Vice Media Group Form Global Creative and Production Partnership

As media services and content development continue to move closer together, agencies and media platforms continue to roll out partnerships to meet client expectations. The latest is perhaps the largest one yet. In what each party positions as a unique move in the industry, Mediabrands Content Studio (IPG's data-driven content studio) and Vice Media Group have formed a global creative and production partnership fueling expanding capabilities for each partner. "I don’t think there’s anything else in the market that has the same reach as what we have [with this partnership]," Vice Media Group head of sales and agency partnerships Sam Kline said. "No one has the film pedigree and content pedigree we have coming out of both sides." The partnership gives IPG Mediabrands agencies and clients worldwide access to Vice Media Group's global production capabilities and creator teams for content development and production while Vice Media Group gains full access to IPG Mediabrands' comprehensive global client portfolio as the network's preferred production partner, expanding Vice Media's access to audiences outside its own media ecosystem. The deal was co-brokered by Vice Media Group svp, global production Dan Bowen and Mediabrands Content Studio global head of production Brett Henenberg. The move follows Dentsu Media partnering with OZY Media earlier this year, followed by OZY subsequently partnering with WPP as well. It also comes as The Wall Street Journal reports that Vice Media is pursuing plans to go public. Mutually expanding horizons Mediabrands Content Studio lead Brendan Gaul explained that clients increasingly expected consistent capabilities across regions globally, and that the partnership would allow the network to deliver original content, branded content and performance marketing to clients with a partner whose capabilities and organizational structure are aligned to deliver in those areas. "Having the backbone and infrastructure of Vice Media Group's production and creative can help us drive consistent capability that is of the highest quality, and because of the scale that comes with Vice Media Group, it's going to be agile, fast and [cost-efficient]. We'll be able to unlock and deliver a networked capability for clients anywhere they need it," he told Adweek, adding, "It's about choosing the right creators to bring on board to develop that content." The deal will also benefit Vice Brands Media Group's emerging film and television development practice Pulse Films, which will co-develop a slate of original entertainment properties with Mediabrands' Traverse32, founded by Gaul and Henenberg last December. The partnership is the culmination of conversations between Gaul and Kline dating back around two years. IPG launched Mediabrands Content Studio across 12 markets last November, led by Gaul, who was previously content lead for IPG Mediabrands' UM. After doing due diligence on potential partners, Gaul said he came to the determination that Vice Media Group was the right fit. "We knew when launching Mediabrands Content Studio [that] we'd have to bring in the right partners," Gaul said. "It was the right next step to make our ambitions at Mediabrands Content Studio a reality with a trusted partner." For U.S. Media Agency of the Year UM, Making Cannes-Worthy Movies Is Just Part of the Job Vice, Virtue and the road ahead Vice has been expanding its internal creative agency Virtue, hiring Suresh Raj as global chief growth officer last month after acquiring creative consultancy Pltfmr in March. Kline stressed that Virtue was not part of the partnership and didn't present any conflict with IPG creative agencies. "Everything about this is built off a trusted relationship," he added. "A creative agency should never feel attacked by this partnership; they should feel bolstered by this." Gaul explained that as the partnership develops, it will involve leveraging creators across Vice's ecosystem to create connections with consumers outside traditional ad formats, envisioning creative agencies developing ideas through Pulse Films that are then amplified by IPG Mediabrands across Vice's channels and further developed through editorial content through Refinery29 or Vice Studios. "It's about actually opening up additional value to the client that’s authentic," he said. Meanwhile, IPG Mediabrands will allow Vice Media Group to connect more effectively with audiences in a way that will fuel further growth. "We couldn't make this content at scale without the media guidance of what's needed for each brand," Kline explained. "Now it's one phone call." The partnership could hint at further deals ahead, both for IPG Mediabrands and across the media ecosystem. Kline said that while he considers this partnership unique, he envisions others will pursue deals with the same goals in mind. Gaul added that Mediabrands Content Studio could pursue partnerships in other areas to further develop its capabilities going forward. "Everything that we’re doing is to bring the best content capabilities forward for clients and their work," he said. "We're constantly looking at the needs of our clients and how to fulfill them."