VICE Media Group today revealed its acquisition of PLTFRMR, the brand consultancy formed last November by Chris Garbutt, previous TBWA Chiat Day international imaginative chief, and Colin Mitchell, who previously functioned as McDonald’s senior VP-global marketing.

With the acquisition, the duo will assume co-president roles at VMG’s imaginative agency Virtue. Garbutt will also become Vice Media Group’s primary imaginative officer, while Mitchell will work as VMG’s chief development officer. Both will report to Nancy Dubuc, international CEO, VICE Media Group.

The set had opened PLTFRMR with the objective of helping companies “specify, style and develop” their brand platforms as well as determine their “worth exchange” with customers– that is, how they must entertain, work or meaningful to customers so that they feel “forced to reciprocate,” Garbutt told Advertisement Age in November.

To support that objective, they developed a proprietary, modular suite of strategic tools created to help customers’ needs at whatever their stage of development. They also established their consultancy to imitate the “Hollywood” design, featuring a core team of execs who would deal with a “skill cloud” of hand-picked innovative specialists all over the world across style, tech and standard creative.

As part of the VMG acquisition, PLTFRMR’s model will be integrated into the offerings of Virtue. In their brand-new posts, Garbutt and Mitchell will partner with VMG International Chief Marketing Officer Nadja Bellan-White; Rob Newlan, chief running officer and head of Europe and AMEA, Virtue; Krystle Walters, Virtue Americas managing director; along with Virtue’s entire international management team.

The acquisition was unanticipated. Bellan-White, a two-decade international marketing vet and previous Ad Age Woman to Watch, had actually signed up with the company in the freshly developed function of worldwide CMO in October. She originally brought Garbutt and Mitchell, who had actually been her previous coworkers at Ogilvy & Mather, to assist establish a brand strategy.

“Every organization technique begins with brand name strategy, and what I needed to do with the team was create one and operationalize it,” she says. “I had a limited quantity of time– typically it takes a year and I had to do it in months.”

In the process of establishing it, “we saw a chance,” she says.

“We liked them right away and we likewise got actually thrilled about where they’re going,” says Mitchell. “It’s not the Vice of old; they’re a truly integrated media group that covers publishing and production. Virtue, in the middle of all that, can be a portal for brands to gain access to of all that. Significantly, clients are going directly to production homes and content creators of different stripes, and Vice Media Group has all the abilities to do that, but it likewise requires some marketing savvy individuals who understand brands. That’s why Virtue exists, and where we thought we could really help as well.”

Their own company had not even reached the five-month mark, however Mitchell and Garbutt saw in VMG the opportunity to scale up their ambitions for PLTFRMR sooner than they might have hoped. “VMG’s geographical, production capabilities, combined with the smarts and method of our own tools, it would practically resemble PLTFRMR on steroids,” Garbutt states.

Vice Media Group spans 35 cities around the world and comprises five essential organizations: Digital content platform Vice.com; function movie and production studio Vice Studios; global TV network Vice TELEVISION; its Peabody-winning news department; and global full-service creative agency Virtue. VMG’s portfolio likewise includes digital media business Refinery 29, production company Pulse Movies, i-D publication and art and design-focused media company Garage.

When Mitchell and Garbutt initially began dealing with Vice, “the huge thing we saw was that the whole group has a special proposal for customers– being the predictive engine of culture,” Mitchell says. “Most likely the most valuable property is their capability to see 5 minutes into the future and comprehend where the world is going due to the fact that a great deal of CMOs are at a loss with that. They have this extraordinary intelligence because of their boots on the ground in cities all over the world– like in journalism, a network of ‘stringers’ ingrained in culture.”

Simply put, “it seems like the future,” he states.

The company’s imaginative firm Virtue has workplaces in 21 cities all over the world and worked for clients including P&G, Target and IKEA. It lags acclaimed and notable projects such as “Q the Genderless Voice,” Carlings’ “adDRESS the Future,” Weedmaps’ Museum of Weed, and L’OrĂ©al’s digital makeup line “Signature Faces.”

In their roles, Mitchell and Garbutt will be taking a look at how to leverage the VMG network, including Pulse Movies and Vice Studios, to improve the “contemporary firm model” of Virtue.

“We believe Virtue as a firm can do for marketing what Vice provided for media and interfere with the category,” Garbutt says. “The stress of brands being left outside of culture is real, and brands are going to need to navigate that and embed themselves in an authentic, trustworthy and reliable method.”

This short article initially appeared on AdAge.com