June 15, 2015
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.
https://vimeo.com/130475315
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.
Ryan began his professional life in digital marketing. His first company, Suitcase Interactive, was a consistent best-digital-agency award winner. And his tenacity and forward thinking also led him, personally, to being awarded a coveted place on the auspicious 40 under 40 list. (Notice that we're not telling you how many years ago that was, we're kinda attached to our kneecaps ; ) Those seminal years also led Ryan to the enlightenment that the whole concept of advertising and digital agencies was dead. From there it was a short putt to the birth of Cult, one of North America's first true engagement agencies. As Cult's President, his legacy as a pioneering thinker has blossomed from pushing pixels, to pushing forward what marketing actually means. Ryan then founded The Gathering in 2012, an annual international event to honor cult-like brands that put the generation of movements before the creation of ad campaigns. The Gathering is now widely acknowledged to be one of North America's premier annual marketing conferences. And it's an idea that has introduced Cult to brands like Keurig, Converse, Airbnb, UFC, Las Vegas Tourism and Red Bull, among many others… hey, there's only so many names you can drop in one bio. Never one to whine about the status quo, but rather put his energy into finding a better way, Ryan’s latest innovation is the founding of a whole new operating model for marketers, both on the client side and in the industry that serves them. Called Communo, this tech-enabled work model is an incomparable brain trust of talent for brands, a human resources platform for marketing professionals, and an unprecedented business development engine for both. In his "spare time" Ryan continues his strong commitment to giving back, both at home in Calgary, and around the world. He spearheads Cult's ongoing monthly commitment to Ronald McDonald House and continues to lead Project Smile, the international relief organization he founded over a decade ago. He even managed to find some spare, spare time to co-author three editions of Fix: Break The Addictions That Are Killing Brands, Cult's thought leadership book that's changing the way CEOs and CMOs see the marketing function. 
