VICE Media's VIRTUE amps up APAC strategy team with Zoe Chen

VIRTUE APAC, VICE Media Group's creative agency, has appointed Zoe Chen to the role of strategy director. Chen (pictured) will draw on the rich cultural insights of VICE Media Group and work with clients across the region to push creative boundaries and drive agency growth.

Chen will be based in Singapore and head strategy for Japanese skincare brand Clé de Peau Beauté. VIRTUE currently manages social media duties globally for the brand. Additionally, she will be working on innovation projects for Diageo and Coca-Cola. Chen’s role also includes launching VIRTUE’s planned internship programme, where she will be joined by recently appointed associate creative director, Nuno Dores.

“In my teens I was obsessed with RSS feeds, spending hours pouring over blogs and websites about art, culture and design. 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,” said Chen.

Chen joins VIRTUE after six years at BBH in Singapore and London, having worked with brands including Chupa Chups, Audi, Nike, Uber, Jollibee, UOB and Sentosa.

Huiwen Tow, head of strategy at VIRTUE APAC, described Chen as a creative strategist at heart, who has an innate interest in art, design and culture and an insatiable curiosity of the world around her. “As we continue to grow in the region by building forward-thinking brands from the inside of culture, Chen's strategy experience and collaborative approach makes her an ideal addition to our team,” added Tow.

VIRTUE APAC has also made a number of key appointments in recent months. In addition to Dores’s appointment in March, Hayden Scott joined as senior creative director and Kartick Krishnamurthy as business director for VIRTUE's India agency in Mumbai.

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