Vice Media acquires Refinery29

Go to the profile of agenda21
Oct 04, 2019
0
0

Vice Media acquired Refinery29 earlier this week, but why has the digital media and broadcasting company with a unique reporting style acquired a new brand now?

Earlier this year Vice dissolved a few of its sub-brands including Munchies, Noisy and most relevant in this case, Broadly their own female facing brand. Vice was said to have made the decision after reporting to The Drum that their audience ‘like to read a variety of our content’ and as a result, they would launch ‘a new website that brings all our reporting under one roof’.

The decision to acquire Refinery29, the American digital media and entertainment company focusing on young women this week is not surprising as it should create a greater gender balance in the companies audience alongside various other benefits.

Carrie Webster, our Director of Paid Media suggests the deal will bring a “softer side to the brand” and will “allow Vice to attract additional new audiences and open up avenues for luxury or tech brands who may have previously tended to shy away”.

She also adds the acquisition will initially make Vice “become more attractive to clients, especially those who may have previously had reservations regarding the sensitivity of some of the content across Vice”.

“In addition to broadening out their audience, the coming together of these two media brands enables the production of even more high-quality content, which should bring them in closer competition with the likes of YouTube, Netflix and Amazon studio content if rolled out correctly”.

As featured in The Drum.

Go to the profile of agenda21

agenda21

We’re a modern media agency built for the constantly changing digital world. We exist to shorten the time between a client’s media investment and great stuff happening. Great stuff like driving sales, finding new customers, building market share, launching products....you get the gist. We build connected media for our clients. This means using media that is addressable, ad-servable or conditionally delivered with the purpose of liberating your creative messages and business. If we can’t validate, track and measure it, we don’t do it. When used properly this media and the data captured, creates stories that become the intelligence engine that drives what you do and means you can act now and act fast. We work best with people that don't want business as usual, who want to change how they do stuff and are trying to speed up what they do. That could mean you’re a new start-up or a business trying to secure second round funding. Or you might be a traditional business who recognises there is a need to change. And change now. If you sound like that sort of client, we'll probably work very well with you.

No comments yet.