VIRTUE ASIA LAUNCHES NEXT-GENERATION AGENCY IN MIDDLE EAST

VIRTUE Asia has taken over VIRTUE’s Middle East operation to launch VIRTUE mena, a culture-led, entertainment-first agency headquartered in Dubai. Led by Tarek Khalil, the agency will serve government, culture, tourism and private sector clients, aligning with VIRTUE’s vision of building entrepreneurial, culturally connected companies for regional growth.  

VIRTUE Asia has completed its strategic takeover of VIRTUE’s Middle East operation, unveiling VIRTUE mena as a next-generation, culture-led and entertainment-first agency designed to meet the evolving needs of brands and consumers across the region. Headquartered in Dubai, the new entity will be led by Tarek Khalil, former managing director of VICE Media Group’s Middle East business, alongside the existing VIRTUE team.  

The agency’s portfolio spans government, culture, tourism and private sector clients, positioning it at the intersection of creativity and commerce. With Khalil’s leadership and the backing of VIRTUE Asia, VIRTUE mena aims to deliver innovative campaigns that resonate with the region’s youthful and dynamic consumer base, while supporting brands in navigating transformation and growth.  

Lesley John, CEO of VIRTUE Asia, India and Arabia, emphasised the strategic importance of the move, noting that independence has allowed VIRTUE to build a company tailored to modern brand needs. “The Middle East is one of the world’s most exciting growth regions and a natural next step in that journey,” she said. “It represents one of the most dynamic and youthful consumer regions globally, with strong investment in entertainment and transformation.”  

The launch of VIRTUE mena reflects VIRTUE Asia’s broader ambition to create entrepreneurial, culturally connected agencies that drive regional growth. By combining entertainment-first thinking with cultural insight, the agency is set to play a pivotal role in shaping brand narratives across the Middle East’s rapidly evolving landscape.