Vice to Fully Merge Carrot Creative Into Virtue

New organization named after its full-service creative shop

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Vice Media announced today that it will combine all its advertising ventures under the umbrella organization Virtue Worldwide.

The news comes one year after the youth-oriented company created the entity, which bore the same name as the full-service creative shop it founded in 2006. Carrot Creative, the digital agency Vice acquired in 2013, will be fully integrated into Virtue.

Update: After this story first ran, a Vice spokesperson confirmed that Carrot co-founder and CEO Mike Germano, who also served as Vice Media’s chief digital officer, would not be returning to the company.

“This integration is something both Virtue and Carrot’s leadership teams have been strategically planning for about a year now,” said Virtue chief operating officer Ryan Mack, who led the move.



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