VICE’s global creative agency, VIRTUE, has announced its Asia Pacific presence and a differentiated approach to the business, alongside multiple hires, expanding client relationships, and the opening of offices in Singapore, Seoul, and Sydney that will service the entire region. The three Virture key offices will service the entire region, and initiate and manage brands’ ability to tap into Vice & Virtue talent from Asia and around the world.
“The first things we ask our clients is who they want to reach, and what they want to stand for and everything after that point is crafting,” said Aaron Pearce, the newly-appointed Managing Director for Virtue, Asia Pacific. “We know that the division between brandland and culture is no more, people expect the same feeling from brand content as they do from their favorite film, or track — it has to be authentic, multi-dimensional, and entertaining — that’s the best way to introduce value exchange.”
Alex Koo has been tapped as Creative Director in Seoul, bringing experience from Y&R NY and HAVAS NY where she worked with brands such as JetBlue, Colgate Palmolive, Lysol and Under Armour.
Also accompany Virtue in Asia-Pacific will be Senior Regional Strategist Sacha Bury (Singapore), Managing Director Daniel Kang (Seoul), and Creative Strategist Rich Lim (Seoul). Vice veteran Alex Light will be taking on the leadership role for Virtue Sydney.
“There is a violent collision happening between entertainment and advertising, and there is no place where that is happening at a faster pace and more unique way than in Asia,” said Koo. “This is the moment where brands have to make their mark, to define what their style is, and own it. I’m excited to be joining Virtue’s expansion in Asia, as we take on this next chapter and push what it means to be a brand.”
