VIRTUE Asia has appointed award-winning creative Will Beale as creative director, strengthening its expansion into entertainment-led brand ideas. Beale brings over 12 years of APAC experience across advertising and performance, joining after five years at VaynerMedia. He will lead luxury and hospitality work and help brands engage within entertainment and creator ecosystems.
VIRTUE Asia has appointed award-winning creative Will Beale as creative director, expanding the agency’s creative leadership across the region and strengthening its ambition to move brands beyond traditional campaigns and into entertainment-led ideas that resonate inside culture. The appointment underscores a growing shift in how marketers are seeking to connect with audiences in an era where brands are expected to behave like entertainers as much as advertisers.
With more than 12 years of experience across the Asia Pacific, Beale brings a multidisciplinary background that blends advertising, music, and live performance. Alongside his work for global brands, he is also a poet and singer-songwriter who has performed at the Sydney Opera House, giving him a cultural fluency that extends beyond commercial briefs. His approach aligns closely with VIRTUE Asia’s push into branded entertainment, creator ecosystems, and longer-form storytelling that can withstand the rapid churn of digital content.
The hire arrives shortly after the launch of V47 Entertainment, the agency’s new branded entertainment studio developed in partnership with Goldfinch International. Designed to produce content and experiences that function as cultural properties, the studio positions VIRTUE Asia to compete in a space where entertainment value increasingly dictates brand relevance. Beale’s hybrid background sits at that intersection, allowing the agency to pursue formats spanning content, experiences, and longer-form production instead of relying solely on campaign windows.
At VIRTUE Asia, Beale will lead creative across the agency’s luxury and hospitality portfolios, while also supporting teams exploring how brands can engage within entertainment ecosystems and creator-led platforms. His appointment reflects the rising importance of cultural strategy in luxury, where brand equity is often built through association, experience and storytelling rather than price-driven messaging.
Beale joins from VaynerMedia, where he spent more than five years as creative director. During his tenure, he led work for major APAC clients including Disney Studios’ brands such as Marvel, Pixar, and 20th Century Studios, as well as Prudential, Subway, and SK-II. He also supported new business wins in Australia for Twisties, Optus, and Carlton United Breweries, demonstrating an ability to activate across categories ranging from entertainment and FMCG to telecommunications and financial services.
“Will understands how ideas need to work as experiences people actively choose to engage with. His grounding in entertainment, combined with his creative leadership across Asia, makes him uniquely placed to help our clients create work that has cultural weight and longevity,” said Huiwen Tow, head of strategy at VIRTUE Asia.
For VIRTUE Asia, Beale’s appointment represents more than a senior creative hire; it signals a broader bid to help brands operate in culture rather than merely advertise into it — a distinction that is becoming increasingly critical as audience attention splinters, creators gain more influence, and entertainment becomes a primary channel for brand-building across the region.
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