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Virtue names Zoe Chen as new strategy director for APAC

Singapore – Virtue, the creative agency by media company VICE, has appointed Zoe Chen, former senior strategist at advertising agency BBH Singapore, to be its new strategy director, aimed at bolstering its APAC strategy team.

In her new role, Chen will be drawing on the rich cultural insights of the Vice Media Group to work with its clients across the region, pushing the limits of creativity and driving agency growth. She will be based at Virtue’s Singapore regional hub, and will be the strategic lead for Japanese skincare brand Clé de Peau Beauté, for which Virtue is the global social media agency of record, as well as working on innovation projects for Diageo and Coca-Cola. Moreover, Chen will help lead Virtue’s soon to be launched internship programme.

During her previous stint at BBH in Singapore and London, she has worked with brands including Chupa Chups, Audi, Nike, Uber, and Jollibee, as well as United Overseas Bank, and Sentosa.

Commenting on her appointment, Chen said, “Joining Virtue and the VMG network feels like I’m coming full circle and getting first dibs on the most intriguing parts of culture. I’m excited to be at the intersection of strategy and culture to create work that contributes back to culture.” 

Meanwhile, Huiwen Tow, Virtue’s head of strategy for APAC, shared that Chen is a creative strategist at heart who has an innate interest in art, design and culture, and an insatiable curiosity about the world around her. 

“As we continue to grow in the region by building forward-thinking brands from the inside of a culture, her strategy experience and collaborative approach make her an ideal addition to our team,” said Tow.

In March, Virtue APAC has made a number of key appointments, namely Nuno Dores, the new associate creative director for Singapore, Hayden Scott, the new senior creative director, and Kartick Krishnamurthy, the new business director for India.