VIRTUE Asia expands into Middle East with launch of VIRTUE Arabia

VIRTUE Asia has expanded beyond Asia with the launch of VIRTUE Arabia, establishing an APAC and Middle East creative network spanning some of the world’s fastest-growing consumer and cultural markets.

The move sees the Singapore-headquartered business take ownership of VIRTUE’s existing Middle East operation, building on its foundations to create an independent, entertainment-first agency serving clients across the region.

The launch marks the first international expansion for VIRTUE Asia and VIRTUE India since the businesses became independent of VICE Media Group 18 months ago under CEO Lesley John (pictured left). The network will continue collaborating with VIRTUE Worldwide on global clients and proprietary research where relevant.

John, CEO of VIRTUE Asia, India and Arabia, said the Middle East was a natural next step in the company’s growth strategy.

“In less than two years we’ve evolved from a management-led independent agency into a connected APAC and Middle East creative network. Rather than following a traditional west-to-east agency expansion model, we’re building an east-to-east corridor, connecting regions that are digitally native and increasingly influential in shaping global culture.”

Headquartered in Dubai, VIRTUE Arabia will be led by Tarek Khalil (pictured right), former managing director of VICE’s Middle East business, with the existing VIRTUE team and client portfolio transitioning to the new operation.

The agency will focus on entertainment-led work spanning film, television, live experiences, music and gaming, targeting growth sectors including entertainment, tourism, technology, luxury and sport.

Khalil said: “Brands are looking to move beyond campaigns and into more culturally grounded work built around real engagement and long-term relevance. VIRTUE Arabia gives us the flexibility to build a more entrepreneurial model for the region, combining deep local understanding with collaboration across Asia.”

As part of the expansion, VIRTUE Asia is also introducing its branded entertainment studio, V47 Entertainment, to the Middle East. Launched earlier this year in partnership with Goldfinch International, V47 develops cultural IP for brands across film, television, creator-led content and digital platforms.