Vice inks multi-year deal with Nine's Pedestrian Group
Pedestrian Group has entered into a multi-year deal with Vice Media Group, becoming the exclusive publishing and commercial partner for Vice Australia.
What you need to know:
- Nine-owned Pedestrian Group signs multi-year deal with international youth publisher Vice Media Group.
- It becomes exclusive publishing and commercial partner for Vice Australia and will launch the female-focused platform, Refinery29.
- Vice's content partnership deal with SBS, which was renewed in December last year, and its linear TV channel with Sky New Zealand, remains unchanged.
Pedestrian Group has inked a multi-year deal with international youth publisher Vice Media Group.
It becomes the exclusive publishing and commercial partner for Vice Australia and will launch Refinery29, a media and entertainment platform for women in ANZ.
The deal comes as Pedestrian ended its licensing arrangement with Popsugar Australia (now managed by Val Morgan) and commercial representation agreement with online dating platform Tinder.
The editorial teams for both Vice Australia and the soon-to-be-launched Refinery29 Australia will operate separately under Pedestrian Group.
Nine-owned Pedestrian Group will invest to grow the brands both locally while working closely with Vice Media Group at a global level.
Vice's content partnership deal with public broadcaster SBS Australia, which was renewed in December last year, and its linear TV channel with Sky New Zealand remains unchanged
“A year ago we held an internal strategic review that identified Vice and Refinery29 shaped spaces in our stable of brands; Vice to tell longer-form, in-depth stories of cultural significance and Refinery29 to address the issues and passions of young women in a voice that resonates now," said Matt Rowley, CEO of Pedestrian Group.
Specsavers head of market and planning, Shaun Briggs, needed a big brand hit to kick-start life after Covid. MAFS was hardly love at first sight. But it quickly grew – literally – as the brand, its agency AJF Partnership, and Nine’s Powered creative unit delivered a bespoke integration within weeks. For Briggs, “it’s been an eye opener”.