Interpublic’s new Mediabrands Content Studio (MBCS) has formalised a global production partnership with Vice Media Group (VMG).
As part of the deal, VMG will make its entire suite of global production content capabilities and creator teams available to Mediabrands’ agencies and clients worldwide. This will give Mediabrands and its clients a full global production infrastructure which can develop, facilitate, and create a diverse array of brand-owned and controlled content, which can then be placed on clients’ O&O and desired media channels.
In turn, VMG will have direct access to Mediabrands comprehensive portfolio of clients around the globe, as the preferred production partner, through which it can directly develop content, support, and engage on production deals.
“The VMG partnership will allow us to deliver consistent content capabilities across our top markets at the highest level regardless of media commitment,” says Mediabrands global chief content officer Brendan Gaul.
“The unbundling of media and content is a gamechanger in the way we can quickly respond to a client’s content need anywhere, for any use with exceptional creativity.”
The partnership marks the first deal from Interpublic’s creative practice which launched in November last year.
“The power of this partnership is that it allows us to deliver high quality, low cost, fast and agile production,” says MBCS global head of production Brett Henenberg.
“The old saying ‘you can only choose two between good, fast and cheap’ no longer applies as the global scale of this deal allows us to truly deliver all three anywhere in the world.”
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