• by Larissa Faw , November 1, 2018

Vice's creative agency Virtue is teaming with noted filmed director Robert Rodriguez and his El Rey Network for La Reyna, an agency designed to connect brands with U.S. Hispanics. 

“Between El Rey’s film and entertainment roots and Virtue’s publisher pedigree, our respective expertise seamlessly compliments each other as we launch this hybrid organization — one part agency, one part production house,” stated Ryan Mack, president, Virtue. “By combining our resources, capabilities and insights, we hope to properly connect brands with this under-served, yet increasingly important, market.”

The agency will concentrate on three offerings: brand strategy and creative campaigns focused on the Latino audience; integrated production ranging from film to experiential; and brand IP and sustained programming.

Omar Quiñones departs Anomaly to serve as managing director/chief strategy officer, joined by two executives pulled from Rodriguez's El Rey Network: Theresa Vargas Wyatt as Chief Growth Officer and Josh Stein as COO.

Rodriguez himself will serve as creative chairman of the agency, supported by a team of creative directors pulled from the combined networks of Virtue and El Rey. La Reyna will also tap into Virtue's specialized teams, including analytics, production, and technology, to round out its services.

Working out of WeWork in Austin, one of the agency's first projects will be a brand programming effort for the global collaborative workspace network that will roll out in 2019.

Another project with AB-InBev’s Mexican beer brand, Estrella Jalisco will host an immersive and creative experience titled "Night of the Stars" in Austin on November 2 to celebrate the heritage of the brand and Mexico.

Word of the venture comes a day after several news outlets reported tVice Media president Andrew Creighton had left the company. Several months ago,  The New York Times ran a story that an ex-Vice employee was paid $135,000 after she alleged she was fired for rejecting his suggestion they have a romantic relationship.

Creighton was put on administrative leave, and the company reportedly conducted an investigation that cleared him of wrongdoing.

It was the Times that broke the Harvey Weinstein scandal in October 2017 that ushered in the Me Too and Times Up movements. Weinstein produced a number of Rodriquez’s films at both Miramax and the Weinstein Co.

Actor Rose McGowan, whom Rodriguez dated for a number of years, has alleged Weinstein raped her in 1997, charges Weinstein has denied. She also alleged that Rodriquez “betrayed” her by selling "Grindhouse," a movie he made that she appeared in, to Weinstein unit Dimension Films. McGowan also alleged that Rodriguez manipulated her during the shooting of the film. Rodriguez has disputed her version of events.