• by Larissa Faw , March 30, 2021

Vice Media Group’s (VMG) in-house creative agency Virtue is acquiring creative consultancy Pltfrmr to bolster its service offering. Founded in November 2020, Pltfrmr acts as a platform to match its 400+ specialists with individual projects.

With this agreement, Pltfrmr will be absorbed into Virtue.

Pltfrmr’s co-founders Chris Garbutt and Colin Mitchell will also be taking on executive leadership roles within VMG. Garbutt will become Co-President, Virtue and Chief Creative Officer, VMG, while Mitchell will take on the role of Co-President, Virtue and Chief Innovation Officer, VMG. Both leaders will report to Nancy Dubuc, Global CEO, VMG.

Garbutt and Mitchell bring extensive agency and brand-side experience to their new roles.  Prior to forming Pltfrmr, Garbutt was Global Chief Creative Officer, TBWA\Worldwide, working with clients including McDonald’s, Nissan, Adidas and Airbnb. Before that he was CCO of Ogilvy New York and Ogilvy Paris.

Mitchell previously served as senior vice president, Global Marketing, McDonald’s. Before that, he was Head of Global Planning for Ogilvy.

VMG first met the two leaders after bringing them in as consultants to advise on a new brand strategy.