VIRTUE Asia Expands into Middle East with Launch of VIRTUE Arabia
On a bright July morning in 2026, Singapore’s creative powerhouse VIRTUE Asia announced a bold leap across continents: the birth of VIRTUE Arabia, its first international expansion.
The move comes just 18 months after the agency spun out of VICE Media Group under the direction of chief executive Lesley John. Already rooted in Singapore and India, VIRTUE Asia is now adding the Middle East to its growing network of digitally native markets. The strategy is to weave a connected creative ecosystem that leverages proprietary research and a global client roster, positioning the firm to serve brands across APAC and the Gulf with an entertainment‑first approach.
The Middle East is a rapidly expanding consumer landscape, home to a youthful population and booming investment in entertainment, tourism, technology, luxury and sport. Government initiatives such as Saudi Vision 2030 and similar reforms across the Gulf have spurred demand for culturally fluent, entertainment‑led work that goes beyond conventional advertising. VIRTUE Arabia is built to meet that demand.
Headquartered in Dubai, the new entity will be led by former VICE Middle East managing director Tarek Khalil. The existing VIRTUE team, along with its portfolio of government, culture, tourism and private‑sector clients, will transition seamlessly into the new structure. The agency will focus on film, television, live experiences, music and gaming, offering services across high‑growth sectors while supporting government‑led transformation initiatives.
A key strategic asset is V47 Entertainment, a branded‑entertainment studio launched earlier this year in partnership with Goldfinch International. V47 enables brands to create and scale cultural intellectual property across formats—from films and series to creator‑led content and digital platforms—fostering deeper, longer‑lasting audience engagement.
Lesley John described the expansion as a "natural next step," noting that VIRTUE is forging an east‑to‑east corridor that unites digitally native markets. Khalil added that brands are seeking culturally grounded work built around real engagement and long‑term relevance, and that VIRTUE Arabia will deliver an entrepreneurial model shaped around entertainment and storytelling.
By combining local expertise with APAC collaboration, VIRTUE Arabia aims to support clients looking to engage Middle Eastern audiences through culturally resonant content. The launch positions the agency in a region traditionally dominated by established networks and aligns with industry trends toward integrated, entertainment‑driven marketing in the Gulf.
With operations now fully underway in Dubai, VIRTUE Arabia’s team is ready to serve brands across the Middle East. The new structure, coupled with its partnership with V47 Entertainment, equips the firm to deliver culturally fluent, entertainment‑first campaigns that meet the region’s evolving consumer expectations.
