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VIRTUE
The Creative Agency Powered by
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
A culture-led approach to building brands.
WATCH VIDEO
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.
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

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

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.

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.

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.

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).

Jason Levy

SVP International Growth

Former Managing Director of VMG's operation in the Middle East & Africa, Jason has overseen Virtue's exponential growth in the region.

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.

Shirin Majid

ECD Europe

Shirin leads VIRTUE's borderless creative team in Europe. With 25 years' experience connecting brands to culture, she's built award-winning creative teams at Havas, VCCP, Edelman, and LADbible in Europe and the US.

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.
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.
CLICK HERE
POINTS 
OF VIRTUE
Insights from 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.
Collective Awakening: A shift away from the cult of the individual
Analysing the pivot from a world obsessed with individualism, to one with a more interconnected way of living, expressing and consuming: one constructed in Gen Z's image
55 Page PDF Report
Sex Re-Education
There's a huge opportunity for brands concerned with intimacy to step in and teach people about pleasure, consent and health, so everyone can have safe, satisfying sex
5 Min Read
We, The Family: Introducing Gen Z Parenthood
In just a couple of years, nearly half of all new parents will be Gen Zers — an unexplored cohort quietly dismantling the face of parenting as we know it
64 Page PDF Report
CLICK HERE FOR MORE
CONTACT
Americas
Colin Mitchell
Global Co-President
Europe
Susan Pratchett
Managing Director
APAC
Lesley-Anne John
Managing Director
Middle East
Jason Leavy
Managing Director
New Business
Suresh Raj
Chief Growth Officer
Co-Presidents
Chris Garbutt
Colin Mitchell
Arming you with intelligence and insights from our borderless network.
Scar Tissue
2008’s crash saw millennials delay having children/buying houses: crises faced during our formative years leave behavioural scars. We explore 5 likely changes for Gen Z's.
READ >
Digital Rennaisance
Bedrooms are the new Silicon Valley, the Influencer bubble has burst and the next wave of entrepreneurs come from Only Fans, not business school.
READ >
We, The Family
In just a couple of years, nearly half of all new parents will be Gen Zers — an unexplored cohort quietly dismantling the face of parenting as we know it
READ >
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Coca-Cola:
The Friendship Box
Weaving Coca-Cola into digital culture with their first NFT—and raising over $500k for the Special Olympics in the process.
PLAY CASE STUDY
L'Oreal:
Virtual Make-Over
Signature Faces is L'Oreal's first ever digital make-up experience and adds value to the place where we’re increasingly spending our time: online, from video calls to livestreams and social feeds.

PLAY CASE STUDY
Converse:
Turning e-Com into eco-action
As part of Earth Day 2021 we launched the world’s first virtual store on the Pacific Garbage Patch; all proceeds from it funded the removal of plastic from our oceans and beaches.
PLAY CASE STUDY
DDR Museum
Tear Down This Wall
A multi-award winning metaverse experience, our work with the DDR Museum explores the untapped potential sitting at the intersection of gaming and education.
PLAY CASE STUDY
Q:
The Genderless Voice
As third-gender options become recognized across the globe, technology remains stuck in the past, providing only two binary options. That’s why Virtue & Copenhagen Pride launched Q—the world’s first genderless voice for AI assistants.
PLAY CASE STUDY
Urban Decay:
Making An Iconic Beauty Brand Iconic Again
Pretty Different is an ode to the past, the future and most importantly to an audience who choose experimentation over perfection, allowing Urban Decay to continue challenging the notion that makeup is just for the purpose of beauty.
PLAY CASE STUDY
Beats:
Flex That, Because Volume Matters
Launching the new Beats Flex headphones, but more importantly, creating a campaign that challenges perceptions and empowers Black youth everywhere to flex every part of their identity, no matter where or how they show up in the world.
PLAY CASE STUDY