Vice's burgeoning in-house agency Virtue has bolstered its creative output with the appointment of Morten Grubak as executive creative director for Northern Europe.
Grubak has become responsible for all the creative direction for Virtue in the UK and the Nordics.
Until now he had been working out of Virtue's Nordic wing as creative director, a role he's held for over two years.
During this time, his team picked up eight Cannes Lions awards; four of which were brought home for Grubak's work 'Address the Future', including a Grand Prix.
Prior to that, he was associate creative director of Vice Media Denmark for two years. He originally joined Vice from the Copenhagen agency Konstellation, where he held the role of senior creative.
Virtue EMEA and APAC's chief exec Rob Newlan said that Grubak has been instrumental in turning Virtue around from a content production extension of the main Vice brand into an independent, conceptual powerhouse.
He added: "Translating the unique Vice perspective into creative ideas with the power to not just capture the world – but pull it towards our progressive point of view.
"In his role as exec creative director for Virtue Northern Europe, he is a great addition to the new Northern Europe leadership team and I am certain it will lead to even more great work down the road."