VIRTUE Asia expands into Middle East with VIRTUE Arabia

VIRTUE Asia is expanding beyond Asia with the launch of VIRTUE Arabia, creating a creative network spanning APAC and the Middle East.

The move will see VIRTUE Asia take ownership of VIRTUE’s existing Middle East operation, building on its current foundations to establish what it describes as a next-generation agency for the region. Headquartered in Dubai, VIRTUE Arabia will be led by Tarek Khalil (pictured right), former managing director of VICE’s Middle East business.

The launch marks the first international expansion for Singapore-headquartered VIRTUE Asia and its subsidiary VIRTUE India, which became independent of VICE Media Group 18 months ago under CEO Lesley John (pictured left).

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With the addition of VIRTUE Arabia, the business now spans Asia, India and the Middle East, connecting markets it says are among the world’s fastest-growing consumer and cultural regions. The agency will also continue to collaborate with the wider VIRTUE Worldwide network on proprietary research and global clients where relevant.

Lesley John, CEO of VIRTUE Asia, India and Arabia, said the expansion reflects the company’s focus on building a business aligned with the future of culture and marketing.

“Since becoming independent, we’ve been focused on building a company designed for where culture and marketing are heading. The Middle East is one of the world’s most exciting growth regions and a natural next step in that journey,” said John.

She added that the region represents “one of the most dynamic and youthful consumer regions globally”, supported by strong investment in entertainment and transformation.

“What makes this expansion particularly powerful is that in less than two years we’ve evolved from a management-led independent agency to a truly connected APAC and Middle East creative network,” she said.

“Rather than following a traditional west-to-east agency expansion model, we’re building an east-to-east corridor, uniting regions that are digitally native and increasingly influential in shaping global culture, which creates new opportunities for our clients, partners and people.”

VIRTUE’s Middle East business was originally launched in 2020 as part of VIRTUE Worldwide under VICE Media Group. Under VIRTUE Asia, the operation will now enter a new independent phase, with the existing team and client portfolio transitioning to VIRTUE Arabia.

The agency will focus on entertainment-first work across film and television, live experiences, music and gaming. It will also target high-growth sectors including entertainment, tourism, technology, luxury and sport, as well as government-led transformation initiatives in the region.

John said there are “significant opportunities” for a modern independent agency model in markets that have traditionally been led by global agency networks and holding companies.

Khalil added that brands in the region are increasingly looking beyond campaign-led work.

“Brands are looking to move beyond campaigns and into more culturally grounded work built around real engagement and long-term relevance,” said Khalil.

“VIRTUE Arabia gives us the flexibility to build a more entrepreneurial model for the region, shaped around entertainment, storytelling and audience participation. It is exciting to combine deep local understanding with broader collaboration across Asia at a time when audiences, creators and culture are becoming increasingly connected.”

As part of the expanded offering, VIRTUE Asia will also bring V47 Entertainment to the Middle East. The branded entertainment studio, launched earlier this year in partnership with Goldfinch International, is designed to help brands develop and scale cultural IP across formats including films, series, creator-led content and digital platforms.

The expansion also comes as VIRTUE Asia grows its entertainment-led offering across the region. Through V47 Entertainment, it recently partnered with Chinese digital entertainment company COL Group to help brands access microdrama, vertical video and mobile-first storytelling opportunities across Southeast Asia, including Singapore, Malaysia, Indonesia, Thailand, the Philippines and Vietnam.

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