Brands need to respect the fact that publishers know their audience better than anyone. For us, it’s not about making branded content, it’s about making content that’s on brand. There’s a difference.
- Andrew Creighton, President of Vice Media (via Digiday)
We’ve said it before — quality community and content strategies should focus on the audience. It’s exciting to see more and more collaboration and blurred lines between publishers and agencies. We definitely think there’s room for both in this space, and are excited to see how it grows.
A huge congrats goes to the Carrot Creative team for being acquired by Vice! As big fans of both companies, we look forward to seeing their combined work leveraged by brands for quality (creative) content customized for the Vice audience.