Virtue, the creative agency powered by VICE, has appointed Victoria Fernandez as Business Director to lead key APAC clients and drive new business. Fernandez will be based at Virtue’s regional headquarters in Singapore.
Fernandez joins after almost seven years at BBH Asia Pacific where, as account director, she led brands to create award winning work for the likes of Nike, Google, Netflix, Disney, Unilever, Uber, Agoda and Red Bull. She was also a key organiser and mentor of the BBH internship program.
Lesley John, Virtue APAC managing director, said: “Victoria has significant experience working with global brands that recognise the importance of playing a visible and valued role inside culture. I’m delighted she is bringing her expertise to Virtue as we continue to grow the agency across the region.”
In addition to managing clients, Fernandez will bring her mentoring experience to help develop Virtue’s young talent and ahead of the launch of a new young creators initiative next year.
Fernandez said: “My background is in sociology, so I’ve always been fascinated by culture and how it shapes behaviours, and vice versa. To join an agency which is able to operate from within VICE to see the cultural forces shaping society even before they become trends, is very exciting to say the least.”
Virtue, which recently announced the appointment of John to lead APAC, is experiencing significant growth and works with clients including Coca-Cola, Procter & Gamble and Diageo across its offices in Singapore, Indonesia, Korea, India and Japan.