In the past 20 years, VICE has gone from a free punk magazine in Montreal to the fastest growing media company in the world, all while providing the voice for a generation.

With a rabid fan base and workforce that lashes out against the status quo, VICE knows the power of an inspiring ethos and a bold vision, thus Carrot Creative was the perfect partner to help them bring this to the masses. Check out the full interview with VICE Chief Digital Officer, Mike Germano, below.

Founder of Carrot Creative, Mike eventually sold his digital agency to VICE, a scary decision at the time, but one he doesn’t regret in the slightest. Together the brands have redefined how media is delivered and experienced, engaging audiences like never before. He, like VICE, refused to go with the status quo, knowing that the work his company did could truly make a difference, thus the partnership was born. Acting as the digital arm for the media company has allowed them to bring meaningful news and content to an even broader audience, something he is truly passionate about.

Knowing who you are and remaining true to your purpose attracts devoted brand advocates like no other.

Both Mike and VICE know the importance of having a purpose, and like any Cult brand worth their salt they aren’t afraid to stick to it in the face of adversity. Knowing who you are and remaining true to your purpose attracts devoted brand advocates like no other. It is this authentic relationship consumers respond to, and will fiercely defend.

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