Youth mag Vice launches creative agency Virtue

Vice magazine has launched its own ad agency in response to growing demand from brands for ideas that are more thna just print ads.  

Virtue will be headed up by Vice’s publisher Myki Slonim, who worked for four years as a strategic planner for George Patterson Bates before founding the Australian edition of youth culture title Vice in 2003.

He told Mumbrella: “Virtue is a formalisation of what we’ve been doing. Clients started coming to us with more open briefs wanting to tap into our knowledge of the market and what we can do. It’s a recognition that we do a lot of project work outside of the Vice channels.”

One of the projects Vice carried out last year was for Adidas Originals, in which online users could create their own festival and persuade their friends to vote for the best one. The game generated 200,000 visits.