A partnership involving Vice Media, WPP, The Raine Group, William Morris Endeavor and MTV's founder may set the stage for the youth media brand's global expansion - and indicate what the future of branded content entails.

Advertising holding company WPP, MTV founder Tom Freston and merchant bank The Raine Group have announced their investment in Vice Media, in a partnership exceeding the ‘high eight figures.' The investment is complemented by a strategic partnership with the Ari-Emanuel run William Morris Endeavor (WME) talent & literary agency. Aside from media attention, what is the value and intended role of the partnership? WPP will provide the reach for Vice to begin a conversation with global brands, with transformation into ‘one of the world's leading youth media companies' also calling for expansion into the emerging markets of Brazil, China, India and South Korea. According to Sir Martin Sorrell, for their part;

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