Vice acquires digital agency Carrot Creative in bid to "disrupt the absurdity of the current hegemony" in media, says Vice president

Vice has acquired digital agency Carrot Creative for an undisclosed sum.

Deal: Vice has acquired Carrot Creative

The agency has previously worked on the convergence of media and technology for brands including Jaguar, MTV, Rolex and Disney, and the Carrot teams will join Vice’s in-house web and mobile team to help develop distribution technologies for the popular media brand.

Vice said the deal would allow further development of app and mobile platforms, as well as “new advertising product creation”.

Mike Germano, CEO and co-founder of Carrot Creative said the agency was joining a “group of trailblazers on a mission and a culture of balanced inspiration and insanity”, while fellow co-founder Chris Petescia described Vice as a “steroid injection” for their ambitions.

“To say that we’re excited would be an understatement,” he said.

Andrew Creighton, president of Vice, added: “We’ve long been reinventing what’s possible in the world of digital content, and together with Carrot, we will disrupt the absurdity of the current hegemony, create and take our place in the new world order of media.”

The acquisition is a substantial move for Vice. Carrot was founded in 2004 and the agency grew quickly alongside an impressive roster of clients, including MTV, Bloomberg Sports, Bravo, AOL and the NFL.

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