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Shannon Washington named President of VIRTUE Worldwide
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The decorated creative leader will spearhead VIRTUE rebrand while expanding VICE’s branded entertainment and sports marketing capabilities.
VICE Media announced the appointment of award-winning creative leader, brand builder and culturist Shannon Washington as President of its creative agency known today as VIRTUE Worldwide.
Washington will report directly to VICE Media CEO Adam Stotsky. As part of her remit, Washington will determine the future of the agency’s name and how to better leverage its connection to the VICE brand across the company’s wider portfolio.
Her appointment signals a bold new chapter for VICE, expanding the company’s capabilities in brand strategy and creating breakthrough, culturally relevant work for clients. Additionally, Washington will be tasked with expanding the company’s brand marketing via the VICE Sports brand.
“We are thrilled to welcome Shannon, a rare powerhouse who blends unmatched creative vision with deep business acumen,” said Stotsky. “She is the ideal leader to drive our agency’s next phase of growth, accelerating new business and delivering provocative, groundbreaking strategy and creative work that elevates our clients’ brands. Beyond the agency, Shannon will help us better leverage the strength of VICE across our business units and continue to expand our VICE Sports footprint.”
In her new role, Washington will work closely with Amy Powell, President of VICE Studios, to continue to build VICE’s branded entertainment offering, as well as with Andrew Lerios, President of London Alley, VICE’s award-winning production and creative company home to world-class and emerging directors across the globe. As part of this leadership transition, Kerry Tucker will take on the role of Chief Growth Officer at London Alley, reporting to Lerios.
“VICE has always seen where culture is headed, but there’s something bigger happening here,” said Washington. “For two decades, our industry has optimised creativity out of business, leaving us with a narrow and superficial definition of what it means to be brave. Leading VICE’s creative agency is an opportunity to transform a creative business and build one differently. Expanding my work in sports with the full force of VICE makes that opportunity even bigger. Ultimately, VICE is the right place to do this work because being where others aren’t and doing what others won’t is in this brand’s DNA, a place where cultural resonance, growth, strategy and provocation are the same conversation. I’m excited to help brands take meaningful risks, create cultural impact and leave a mark.”
Renowned for transforming creative organizations and building culture-shifting brands, Washington brings a track record of connecting creative ambition to business growth. Most recently, as Managing Partner of 11 Ounces, she elevated the studio into a creative and consulting powerhouse at the intersection of sports, entertainment and brand storytelling, advising athletes, leagues, teams and brands including the WNBA, New York Liberty and PUMA on creative strategy, content and experiences. VICE is also establishing a strategic partnership with 11 Ounces to pursue its VICE Sports marketing efforts, with Washington continuing to serve as an Advisory Partner for the company.
Previously, as Global Chief Creative Officer at Gotham/McCann Worldgroup, Washington transformed the 30-year-old beauty specialist into a broader creative business, expanding its capabilities, categories and revenue opportunities. Under her leadership, the agency earned its first Webby and Clio Awards while expanding beyond its traditional beauty remit. Before that, as US Chief Creative Officer at R/GA, Washington reshaped the agency’s flagship office through the pandemic, improving retention and leading a series of significant new business wins, including Uber, Sephora and TurboTax, the second-largest win in IPG in 2023.
Throughout her career, Washington has developed new models for creative organisations, advised leaders on creative operations and brought an interdisciplinary perspective spanning sports, beauty, finance and culture. She is a two-time Cannes Lions Jury President and has been named Ad Age’s CCO of the Year, an Adweek Creative 100 honouree and one of Fast Company’s Most Creative People in Business.
Stotsky continued, “I’m deeply grateful to Kerry Tucker for her outstanding leadership at VIRTUE and for positioning the business for its next stage of growth. I’m also excited about her new executive role at London Alley, where she will continue to serve as a bridge across VICE, ensuring we offer clients a comprehensive suite of brand marketing solutions, from strategy and creative advertising to branded entertainment and commercial production, and vice versa.”
