VIRTUE, the agency born from VICE has elevated Rob Newlan to global president and Krystle Watler to managing director, North America. The shop has also hired Simon Mogren as executive creative director, U.S.

These appointments come at a time when VIRTUE has generated momentum. In the past year, the agency picked up 24 new clients across North America and 45 across international markets, in addition to taking home one Grand Prix, one Glass Award, seven Lions and a total of 23 shortlist designations at the Cannes Lions International Festival of Creativity.

Newlan joined VIRTUE in June of 2017 as chief executive overseeing the organization across the EMEA region, and more recently VIRTUE’s international offices in Asia as well, after a career at Diageo, Coca-Cola and Facebook. Under his leadership, he has launched Virtue across the markets outside of North America. Seeing strong growth, the regions have recently won new clients including Puma, Pandora, Topshop, Budweiser and Footlocker. More recently Newlan’s teams have delivered highly awarded and praised campaigns, including Carlings’ “adDRESS_the_FUTURE” and Q the World’s “First Genderless Voice.” In his new role as global president, Newlan will oversee VIRTUE’s 21 offices across the globe, adding the LATAM and North America regions to his scope, and their respective management teams. 

Watler, who has served as VIRTUE’s SVP and head of business development in North America, has helped the agency grow across the region bringing on new clients including Beats by Dre, Indeed, Target, Urban Decay and AT&T. As managing director, she will oversee all agency operations across its Brooklyn, Los Angeles, Austin and Toronto offices. Her promotion also comes on the heels of recent industry recognition, including being named an Adcolor Rockstar Award finalist. 

A new addition to the team is Mogren who joins VIRTUE with almost 20 years of experience as a creative and innovation leader. As ECD, he will oversee the creative output from VIRTUE’s Brooklyn, Los Angeles, and Austin offices. Mogren has spent time at agencies in various markets including DDB Stockholm, Ogilvy Paris and BBDO New York, and has worked with clients including Louis Vuitton, AT&T, Bacardi, PepsiCo, Dove Beauty, Footlocker and IKEA. Mogren brings extensive experience in digital innovation and technology to VIRTUE, having established BBDO’s The XLab and leading DDB Stockholm’s digital offering. 

“VIRTUE is growing because of the phenomenal talent wanting to join and willing to transform the industry with us,” said Dominique Delport, president of international and global chief revenue officer, VICE. “With its creative reputation, ever-growing client roster, the unique access to VICE audience and cultural insights and our world-class production and distribution capabilities, this team has proven itself to be one of the most innovative in the game. Rob, Krystle and Simon are leaders and standout creatives that impact our industry as a whole.”