We are VIRTUE, the creative agency born from VICE.
Since 2006, we’ve used our entertainment DNA to help brands capture the attention of their audiences with work that speaks to our most primal instincts of pleasure, attraction and delight.
We believe in commanding, not demanding; entertaining, not interrupting; contributing, not leaching. Because brands should add to the world they want to be a part of — not distract from it.
With presence in 23 countries, we craft campaigns, platforms, and IP for some of the most important brands on the planet. Using proprietary tools, access, and intelligence, we find new ways for brands to matter to the world through an entertainment-centric approach that plunges its hooks into audiences’ subconscious and refuses to let go.
Virtue is behind the award winning Google Chrome’s ‘Don’t Be A Browser’, Park MGM’s Las Vegas Love Stories, Weedmaps’ Museum of Weed, Dove’s Dear Future Dads, and Q the Genderless Voice.
VIRTUE Appoints Susie Lyons Head of Strategy, North America
Today VIRTUE, the agency born from VICE announced Susie Lyons as its newest addition to its North America leadership team.
As Head of Strategy, Lyons will oversee the Strategy, Communications Planning and Intelligence teams across VIRTUE’s offices in Brooklyn, Los Angeles and Toronto.
Lyons joins from DDB New York where she served as Head of Strategy. There, she led the strategic vision for the agency and across all clients including Kroger, Capital One, Unilever, and the Tribeca Film Festival. Prior to DDB, Lyons served as VP, Marketing Strategy at the Lifetime Network where she led marketing strategy for all Lifetime and Lifetime Movies linear and editorial campaigns. Throughout her 15 year career, Lyons has worked at other notable agencies including Deutsch LA, 180LA, David and Goliath, Team One and Hill Holiday.
"What attracted me to VIRTUE, aside from partnering with Krystle, Simon and Marianne, and the incredible talent across the network, was the opportunity to do something different and meaningful, something truly at the forefront of pop culture, fueled by the power of VICE; a brand I have admired since reading its magazine as a teenager," said Lyons.
In her new role Lyons will report directly to Krystle Watler, VIRTUE’s Managing Director, North America.
“Susie not only brings incredible experience to VIRTUE, but most importantly, a collaborative attitude and point of view on brands and the industry,” said Watler. “Her track record speaks for itself, and I’m so thrilled to be working closely with her as she leads our brilliant strategy teams and helps myself and the rest of the team to push the agency forward,” said Watler.
In September, VIRTUE announced new global leadership, appointing Rob Newlan as Global President, Krystle Watler as Managing Director, North America and bringing on Simon Mogren as Executive Creative Director, North America. With Marianne Pizzi as Head of Client Services, Jill Rothman as Head of Production, Daniela Asaro as Head of Integrated Production, and Tara Garcia as Head of Recruiting, Lyons’ appointment rounds out VIRTUE’s North America leadership team.
It’s been a particularly exciting year for VIRTUE, as the agency picked up 28 new clients across North America and 45 across international markets, in addition to taking home one Grand Prix, one Glass Award, 7 Lions and a total of 23 shortlists at the Cannes Lions Festival of Creativity.