The expanded remit will see Virtue adding responsibility for Pandora’s brand purpose, tagline, creative strategy and design in collaboration with Kantar and Firework Consulting.
Since the summer Pandora has been focused on ‘giving a voice to people’s loves’ by showcasing what people value most in life, adorned by their range of handmade trinkets. This personalisation push will be supported by new campaigns including the Gen Z focused Pandora Me, Rebelle in Wonderland and a Christmas campaign.
Stephen Fairchild, SVP chief creative officer at Pandora, said: “We are delighted to be able to work on this journey in collaboration with Virtue. Not only do they have a strong track record in connecting brands to culture, they also cover interesting and creative responses by tapping into the skills and credible connection to culture, coming from the whole Vice-network”
Morten Grubak, executive creative director, Northern Europe at Virtue adds: “Being born from Vice we know how to create campaigns that are entertaining rather than interrupting and that are contributing rather than leaching. Working with a like minded partner allows us to help Pandora be embedded into culture instead of piggybacking on it.”
In August Vice appointed a new leadership team comprising Rob Newlan as global president, Krystle Watler as managing director, North America, and Simon Mogren as US executive creative director.