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VIRTUE
The Creative Agency Powered by
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Building brands from inside of culture
Building brands from inside culture.
Building brands from inside culture.
Building brands from inside culture.
Building brands from inside culture.
Building brands from inside culture.
Building brands from inside culture.
Building brands from inside culture.
Building brands from inside culture.
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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.
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
INSIDER MARKETING
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.
These are our 4Ps: PREDICTION
PLACEMENT
PEOPLE
PRODUCTION

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

Logitech

Defy Logic

Coca-Cola

Creating Coca-Cola's first NFT

L'Oreal

A Virtual Make-Over

Converse

Turning e-Com into eco-action

DDR Museum

TeAR Down This Wall

Q

The First Genderless Voice

Beats By Dre

Flex That, Because Volume Matters

Carlings

Grand Prix Winning Digital Clothing Collection

Urban Decay

Making An Iconic Beauty Brand Iconic Again

Carlings

Carlings Grand Prix Winning Digital Clothing Collection

Target

Good & Gather

Canada Goose

Live in the Open

TEAM

Chris Garbutt

Chief Creative Officer
Co-President

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.

Colin Mitchell

Chief Innovation Officer
Co-President

Former SVP, Global Marketing at McDonald’s, and Global Head of Planning for Ogilvy, he now helps brands to market from inside culture, collaborating with VICE properties.

Suresh Raj

Global Chief Growth Officer

Suresh helped grow the businesses of Ogilvy, Engine and Blue Focus International prior to Virtue. He has been named onto the Top 100 Lists for Ethnic Minority & LGBTQ+ leaders by the FT, and ADCOLOR nominee.

Caroline Collinson-Jones

Chief Strategy Officer

Having worked at some of London's best agencies, she was drawn to Virtue by her passion for cultural insight in a world where we're so often just focused on consumer data.

Darius Hines

Managing Director, North America

Having led award winning work at DDB, Burrell & Ogilvy for McDonalds, P&G and Unilever, Hines also has an extensive career building brands on the inside for William Grant & Sons, Pernod Ricard & Bacardi.

Susie Lyons

Head of Strategy, North America

Having led strategy at some of the industry's most creative shops, on some of the most iconic brands, Susie brings to Virtue a passion for pop-culture, social justice, and radical empathy

Susan Pratchett

Managing Director Europe

A globe trotting Kiwi, Susan’s worked at leading agencies across Auckland, London, Madrid, New York and now Amsterdam on some of the world’s biggest brands.

Morten Grubak

Global ECD

In 3 years Morten led VIRTUE’s EU agencies from non-contenders to the top 3 most awarded agencies in the world. He's now responsible for VIRTUE’s Global Innovation lab.

Lukas Großebner

ECD Europe

Most recently the Head of Creative at Accenture, Lukas has worked at places like Jung von Matt & DDB, founded his own shop and won numerous Lions, Pencils and Clios.

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.

Alvaro Bretel

Head of Strategy MEA

Alvaro is a Peruvian strategist with over 12 years of experience, 6 in MENA. He’s a frequent guest speaker at advertising schools and universities in LATAM and UAE.

Lesley 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).

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.
VIRTUE PRESS
CONTACT
North America
Colin Mitchell
Global Co-President
Europe
Susan Pratchett
Managing Director
APAC
Lesley-Anne John
Managing Director
Middle East
Tarek Khalil
Managing Director
New Business
Suresh Raj
Global Chief Growth Officer
Co-Presidents
General Enquiries
A first-of-its-kind report that cuts through the hype and clutter to get a clear view of what real people actually think, feel, and want from digital fashion and the Metaverse.
A deep dive 9 months in the making, we spoke to 3,000 people from 8 countries, interviewed 19 leading experts, and boiled it down to a definitive guide for you to do culture 3.0 & digital fashion right.
Unlock The Paper
JOIN US
Virtue is a non-traditional agency for non-traditional thinkers.
Whatever your background or expertise, if you want to challenge conventional thinking and make things that matter, we should speak.
POINTS 
OF VIRTUE
A view from inside culture
Using proprietary data, VICE audience surveys, platform and real time social data, we have a deep connection with a young audience that lives at the leading-edge of culture. We understand the cultural forces shaping the future and exerting pressure on your consumer, your category, and your brand.
Arming you with intelligence and insights from our borderless network.
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