Vice’s creative agency Virtue officially launches in Sydney

Digital media company Vice has officially launched its creative agency arm Virtue in Sydney.

In Australia, Virtue will be led by Vice Australia’s general manager of brand and partnerships, Alex Light.

Virtue’s team

Light joined Vice in 2015 as its commercial director and will now become Virtue Australia’s head of brand partnerships.

Leading the creative department at Vitrue is Royce Akers, who has previously been Vice Australia’s creative director for 10 years.

“We’ve gotten bigger over the years but our approach to making things has stayed the same. We’re nimble, we don’t follow the pack, and we create in-step with the people driving culture forward. Virtue is no different. When we create with brands, it’s additive to the conversations and experience of young people, and delivered with style,” Akers said in a statement.

At the helm of strategy is Melanie Mahony, who prior to joining Vice as a senior strategist was Nine’s lead content strategist.

“Having worked for news and culture publications for 10 years, I believe brands need to think like publishers if they want to create content and experiences people care about.

“I’m looking forward to bringing cultural insights to the forefront of our clients’ minds and creating work that adds to – instead of taking away from – culture,” Mahony said.

In other appointments, Matty Graham also joins the Sydney office as a senior account director, while Damien Miller will become Virtue’s client services director.

Vitrue will service the Asia-Pacific region by having three offices in Sydney, Singapore and Seoul.

Virtue Australia will work with clients including  Brancott Estate and CUB.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.