BUILDING BRANDS THAT PEOPLE WANT TO ENGAGE WITH

LET VIRTUE BE THY GUIDE

Brands are being left out of culture

They are being skipped, scrolled, drowned out, blocked. Left behind.

The media landscape has changed

Brands no longer just compete for attention with other brands.

It's a landscape without brand interruption

Brands need to look for a visible and valued role inside culture, not just ways to interrupt it.

Introducing

A culture-led approach to building brands.

As a creative agency operating inside an award-winning media-and-entertainment group, we have a unique vantage point: inside culture.

As well as all the usual core creative agency services, this gives you unprecedented access to capabilities other agencies don’t have.

CORE AGENCY SERVICES

Upstream, agnostic, and very well connected.

We offer all the disciplines you find in any creative agency - client services, strategy, creative, production - but powered by VMG expertise, insight, foresight and cultural fluency.

CULTURAL SERVICES

Additional services that tap into specific areas of VMG's infrastructure.

PREDICTION
PRODUCTION
PLACEMENT
PEOPLE

PREDICTION

We read culture to understand the forces shaping your audience, category and brand. We explore those forces with consumers to see how they're playing out. Then we use all of it to predict, find opportunities and navigate to long-term strategies that will help your brand cut through.

PRODUCTION

In a world where most of the marketing budget is spent on things people ignore, Virtue gives brands direct access to the makers of things people seek out. Direct access to a means of producing a more valued and visible cultural output for brands.

PLACEMENT

As the consumer experience expands and evolves across a vast array of technologies, platforms and spaces, we help you stay ahead and innovate anywhere in that ecosystem of touchpoints. With our roots in culture & entertainment, we have unique expertise in how to think and make an impact across them all. We’ll show you how to stay one step ahead.

PEOPLE

With unprecedented access to talent from - high-profile megastars to makers and influencers - we can give brands more rewarding and culturally richer relationships with talent beyond the transactional, helping it to become a living, breathing part of the brand.

WORK

OUR TEAM

Huiwen Tow

Head of Strategy
APAC

Huiwen heads up the strategy team for APAC. Her ultimate achievement to date is fending off the neighbourhood police at a party involving pole dancers.

CHRIS GARBUTT

CO-PRESIDENT, VIRTUE
‍Chief Creative Officer, VICE Media Group

Formerly TBWA's Global CCO, his work has resulted in several Cannes Grand Prix, Clios, and D&AD “Agency of the Year awards.” He leads the creative excellence of Virtue and VMG.

Kerry Tucker

CO-PRESIDENT, VIRTUE

Kerry is a seasoned executive with experience leading a range of companies, from Fortune 500s to startups. Ms. Tucker has held leadership roles at major companies such as Victoria’s Secret, Martha Stewart Living Omnimedia and CBS Corporation, as well as startups The Video Genome Project (acquired by Hulu in 2016) and Hello Sunshine, Reese Witherspoon’s media and production company

WHITNEY MILNE

Managing Director
NORTH AMERICA

Whitney has been in the Virtue ecosystem for 5+ years (Toronto and Brooklyn) across a number of different roles, including Head of Client Services leading client relationships and project management.

Lesley-Anne John

Managing Director
APAC

Stuff Lesley's made for brands: a reality TV show, an 8-bit game, sonic droid cyborg entertainers for crowds of up to 150,000, a hit song (ok and some ads too).

Tarek Khalil

Managing Director
MEA

Tarek has executive leadership experience with Landor & Fitch, Brand Union, Grow, and Krafthaus and brings strategic thinking, entrepreneurial drive, and a global mindset acquired from living and working in Europe, Africa, and the Middle East.

Deepa Patel

Managing Director
North America

With two decades of experience across Apple, IKEA, American Express, and other notable brands, Deepa blends strategic rigor with creative storytelling to drive growth. She’s led brand transformations, launched global campaigns, and delivered measurable impact through insight-driven, culturally resonant marketing.

Jamison Duffield

Global HEad of Strategy

Jamison is our Global Head of Strategy. He specializes in drawing the magic out of complexity and culture. With over two decades in the industry he worked on a number of iconic campaigns for blue chip brands, including Barclays, Coca-Cola, Comcast, IKEA, iShares, UPS, and Verizon.