Darius Hines was appointed Managing Director - North America for VIRTUE Worldwide, the agency powered by VICE, overseeing operations and contributing to agency clients like Logitech, Vanguard and Coca-Cola. Hines joined from Ogilvy where he served as managing director leading the North American businesses for both Unilever and Siemens AG, most recently working with Dove on its campaign supporting the CROWN ACT initiative.
Hines brings extensive experience in the spirits industry with experience at William Grant & Sons, Pernod Ricard USA and Bacardi Limited. At William Grant & Sons, Hines led the Hendrick’s gin brand to global success as the the fastest growing and most profitable brand within the portfolio . While at Pernod Ricard USA, Darius developed a comprehensive consumer-centric three-year playbook and full rebranding for Seagram’s Gin, resulting in increased sales, brand awareness and perception. During his time at Bacardi, Hines managed the efforts that brought forward multiple product innovations, high profile sponsorships and branded content programming for Grey Goose Vodka.
Hines graduated from Northwestern University with an undergraduate degree in Communications and an MBA in Marketing and General Management from the Kellogg Graduate School of Management. Hines started his career intending to go into law and politics, but after an internship at DDB in Chicago, he jumped into the advertising business head first. While at DDB and later at Burrell Communications, Hines was able to work on some of the world’s biggest brands and develop award-winning campaigns for both McDonald’s and Procter & Gamble.