Pandora picks Vice’s Virtue for global rebrand

Copenhagen-based jewellery giant Pandora has confirmed Virtue, the ad agency owned by media channel Vice, as its global creative agency of record to handle what it calls a “global rebrand.”

Virtue has worked on a number of campaigns for Pandora including last year’s Christmas effort. A new campaign for the Pandora Me collection featuring brand ambassador Millie Bobby Brown breaks in October.

Virtue will work with Kantar and Firework Consulting.

Pandora SVP/CCO Stephen Fairchild says: “Our global rebrand marks the beginning of our journey to become more relevant for consumers and show them a fresh and contemporary Pandora. 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”

Virtue ECD Northern Europe Morten Grubak says: “Working with Pandora is amazing as they have creativity at the heart of the company and the product. 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 really help Pandora be embedded into culture instead of piggybacking on it.”


Vice Media is buying digital content business Refinery29 in a mostly stock $400m deal. Both companies have cut back recently in a tougher business climate for digital newbies.

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