SINGAPORE – VIRTUE Asia, the agency that builds brands from inside culture, is stepping up its creative game with the appointment of Amos Mak as Associate Creative Director.
Mak joins from BBH Singapore, where he spent six years as a senior art director. Prior to that, he honed his craft at DDB Singapore and Geometry Singapore, working on some of the biggest global and regional brands including Samsung, Riot Games, Meta, Singtel, and UOB. His expertise in activation-driven creativity and experience-led storytelling has delivered standout work, particularly in the gaming sphere. At BBH Singapore, he played a key role in winning pitches for Riot Games and Krafton’s PlayerUnknown Battlegrounds, and contributed to award-winning campaigns that engaged gaming audiences worldwide. He was also instrumental in Samsung’s global launch campaigns for the Galaxy S24 and Galaxy Watch Ultra.
His appointment follows the recent strategic restructuring of VIRTUE Asia, including the promotion of Lesley John to CEO, aimed at driving the agency’s growth.
Huiwen Tow, head of strategy, VIRTUE Asia, said: “Amos’ ability to blend cultural insight with innovative storytelling aligns with our mission to help brands become culturally relevant. His experience in branded entertainment and experience-led campaigns will be invaluable as we continue to expand our creative firepower across Asia. He’s also committed to nurturing the next generation of creative talent and has been active in mentoring young creatives in their careers. We’re beyond psyched he’s joined the VIRTUE Asia team.”
Mak added: “I’ve always believed that the best work is born from culture – not imposed on it. That’s why I’m excited to join VIRTUE Asia, an agency that understands the power of cultural resonance and actively builds brands from within it. I look forward to collaborating with the incredible talent at VIRTUE Asia to create a new brand of culture-first creativity that doesn’t just get seen, but includes and involves individuals, communities and fandoms.”
