If there has been one thing Vice Magazine has always been good at (aside from Dos and Don’ts), it’s been making money. So it’s really no surprise that their advertising arm (Virtue) is also doing well.
Creativity Online profiles the company and gets the background on all the marketing they’ve been doing in the action sports space (Red Bull’s School of Surf, Alliance of Action Sports).
“We’ve been marketed to our whole lives, making our bullshit detectors very sophisticated,” says Vice co-founder Smith. “So our whole modus operandi was not to bullshit. We decided to set up this separate wing that could leverage our talent but also be a separate company to help brands reach this demographic.”
When you’re just in it for the money then it all kind of makes sense. No reason not to help Pepsi push sugar water to the kids if it means more money for drugs, women, and in-depth photo essays on Detroit’s flailing public school system.
[Link: Creativity-Online]
