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The Carrot Blog

VICE Acquires Full-Service Digital Agency Carrot Creative

by Carrot
12/11/13

Carrot is now part of the VICE Media network.

We're joining the global media company that creates the BEST award-winning, original content. VICE currently distributes content through a global network of digital channels, top-rated YouTube channels, the Emmy-nominated show on HBO "VICE," and various terrestrial television partnerships across thirty-five countries. Carrot will play a vital, digital role in VICE's network expansion in 2014 as it develops a slate of new verticals. As the company's digital arm, Carrot will use its preferred developer status and digital chops to develop and enhance VICE's digital products and apps for mobile and social, as well as their current platform.

Carrot will continue to be the best digital agency on the planet, innovating like the pirates we are. We will develop social and digital campaigns for the brands we believe in. We will also work with VICE as digital partner on brand initiatives. AKA: Madison Avenue should be a little (read: SUPER) nervous.

This is our next big adventure and we couldn't be more excited to go to bat with the only group of people crazier than we are.

"We have always been ahead of the competition when building digital products and experimenting for brands on concepts others deemed impossible," says Mike Germano, CEO of Carrot Creative and Chief Digital Officer at VICE. "Many traditional holding companies have tried to buy us because of this, but we've turned them down knowing they would kill our innovation and coveted company culture. By becoming a part of VICE, we are joining a group of trailblazers on a mission and a culture of balanced inspiration and insanity."

"The thought of selling to a holding company has always been incomprehensible to us. By contrast, when VICE approached us, it made perfect sense. Not joining VICE would have been an absurd contradiction to the very principles we stand for; they are aligned with Carrot in mission and spirit, says Chris Petescia, Chief Experience Officer (CXO) and Co-Founder, Carrot Creative. "Carrot has always been at the forefront of innovation; VICE is a steroid injection into our greatest ambitions. To say that we're excited would be an understatement."

Oh, and in case you're wondering, we're staying in DUMBO, because clearly, world-domination takes place from Brooklyn.


Day One, 2005


Day One as a VICE company, 2013

Read Full Press Release (PDF)