Vice has revolutionized the way content is produced, distributed and monetized, spawning a record label, a pub, a film company and a book division from the magazine launched out of Montreal two decades ago. But the reason adland is so interested in the Vice model – WPP bought a stake – is its brand content innovation and its fanbase-building success with online video.
Working with brands such as Nike, Intel and Absolut, in-house agency Virtue creates collaborations that are perceived as genuine entertainment, maintaining Vice’s edgy voice and indie cred. And Vice has also increased its reach via its own ad network, acquisitions and new launches, from Noisey to Fightland. In conversation with Free Agency’s Chris Unwin, Vice’s chief strategist Spencer Baim explains how the company’s Immersionist journalism culture has influenced the way brands and media can work together, shedding light on the future of brand content and the blurring roles of publisher and agency.
Spencer Baim |
Chris Unwin |
