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Insider MarketingCapabilitiesWorkTeamContactPressPoints of VirtueAbout



PLAY REEL
LET VIRTUE BE THY GUIDE
LET VIRTUE BE THY GUIDE
LET VIRTUE BE THY GUIDE
LET VIRTUE BE THY GUIDE
LET VIRTUE BE THY GUIDE
LET VIRTUE BE THY GUIDE
LET VIRTUE BE THY GUIDE
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


BACK UP UKRAINE


HELPING PRESERVE UKRAINE'S CULTURAL HERITAGE




LOGITECH


DEFY LOGIC




COCA-COLA


INSPIRING A NEW GENERATION THROUGH COCA-COLA CREATIONS




VANGUARD


THE VALUE OF OWNERSHIP - TO MAMA




DDR MUSEUM


TEAR DOWN THIS WALL




CARLINGS


GRAND PRIX WINNING DIGITAL CLOTHING COLLECTION




Q


THE FIRST GENDERLESS VOICE




L'OREAL


A VIRTUAL MAKE-OVER




CONVERSE


TURNING E-COM INTO ECO-ACTION




BEATS BY DRE


FLEX THAT, BECAUSE VOLUME MATTERS


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



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.



ESTHER KEVELHAM



SVP, GLOBAL OPERATIONS


Esther joined in January 2014 at VICE and in 2019 at VIRTUE. She is leading the
finance and operations teams and has been guiding VIRTUE through its growth.



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.



NATE WOODHEAD



MANAGING DIRECTOR
EUROPE


Nate has worked with brands in almost every sector, from cultural institutions
like the V&A and BBC Natural History Unit to global brands like Samsung, Virgin,
Jaguar Land Rover and Diageo.



HEATHER MCTAVISH



ECD
NORTH AMERICA


“MCT” is behind Logitech’s global platform to champion creators under the banner
of “Defy Logic”, Planned Parenthood’s response to Roe V wade, P&G, to Dove
Men+Care, ASICS, Google, Bushmills and Chevy.

Slide 2 of 8.



CONTACT

North America
Whitney Milne
‍Managing Director

Europe
Nate Woodhead
‍Managing Director

APAC
Lesley-Anne John
Managing Director

Middle East
Tarek Khalil
Managing Director

GLOBAL President
Chris Garbutt
‍

General Enquiries
For all general enquires email us here.


VIRTUE PRESS
Awards
MAR 28, 2023
Virtue wins big at The Drum's World Creative Rankings.
Awards
Jan 06, 2023
We're delighted to have been shortlisted for the 2023 Advertising Agency of the
Year Award by @campaignmagUS
Our People
Nov 24, 2022
ECD Morten Grubak explains how luxury carmakers can they stand apart from their
competitors
Our People
Nov 23, 2022
Martin Magner named as one of the rising stars of madison avenue
CLICK FOR MORE
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.
In coversation with VICE's Editor-in-Chief Zing Tsjeng
“Where are you really from?” Virtue speaks to London-based editor and author
5 Min Read
Stop Asian Hate: Where are you REALLY from?
We hear it all the time. "Where are you from? No, where are you REALLY from?"
It’s a microaggression with a macro effect.
7 Min Read
The ScreenWear Paper: A Global Exploration of Digital Fashion
The pandemic accelerated the universal adoption of the word metaverse into our
global lexicon. In it, we find new ways to be seen, heard and understood.
Digital Fashion is just one way we are able to express ourselves in an ever more
complex and virtual world.
55 Page PDF Report
CLICK FOR MORE
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
VIRTUE NEWSLETTER
Sign up for monthly updates with new work, fresh research, and insights from
across the Vice Media Group.
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electronic communications from VICE that may sometimes include advertisements or
sponsored content.

© Virtue Worldwide 2023
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Privacy Policy

CAPABILITIES


CULTURAL SERVICES:

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