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Virtue Worldwide, the agency powered by Vice Media Group, is dedicated to building brands that resonate with culture. As a full-service strategic and creative agency with industry-leading expertise, Virtue helps brands develop an authentic voice at the heart of culture.

With a presence in 17 cities across 13 countries, Virtue operates as a ‘borderless’ agency, assembling customized teams with diverse skills, backgrounds, and perspectives. The agency partners with a range of brands including Coca-Cola, HBO, Logitech, P&G, General Mills, JW, Black Dog, Fastrack perfumes, Black &White, Puma, H&M, Volkswagen, McDonald’s, eToro, Red Bull, and Beats.

Medianews4u.com recently interviewed Sumbul Khan, Business Lead for the Indian market at Virtue Worldwide.

Q. How does the agency approach playing within culture?

In today’s consumer-driven environment, culture is key. Consumers actively seek out cultural experiences and are willing to pay for them. This includes everything from popular shows and music to fashion, art, and experiences. Virtue’s goal is to create work that resonates with the cultural zeitgeist, enriches people’s lives, and has a lasting impact. With our roots in VICE, we have the credibility and expertise to do this effectively.

Q. What are the agency’s goals for 2024?

Our goals for 2024 include enhancing our partners’ cultural relevance through entertaining work, collaborating with bold, like-minded individuals, and recruiting talent with a fresh, non-advertising perspective.