SINGAPORE – VIRTUE Asia has appointed award-winning creative Will Beale as creative director, further strengthening the agency’s ability for brands to move beyond campaigns into entertainment-led ideas that resonate inside culture.
Beale brings more than 12 years’ experience of delivering integrated creative work across Asia Pacific, with a career spanning advertising, music and live performance. Alongside leading work for some of the world’s most recognisable brands, he is a poet and singer/songwriter who has performed at the Sydney Opera House, giving him a deep understanding of storytelling, audience connection and entertainment as a cultural force.
His appointment follows the recent launch of V47 Entertainment, VIRTUE Asia’s branded entertainment studio created in partnership with Goldfinch International. Beale’s background sits at the intersection of brand creativity and entertainment, enabling him to help clients develop ideas that can live as cultural properties, from content and experiences through to longer-form production formats.
At VIRTUE Asia he will lead creative across the agency’s luxury and hospitality portfolios, while also working with teams to explore new opportunities for brands to show up meaningfully within entertainment ecosystems and creator-led platforms.
Beale joins from VaynerMedia where he spent more than five years as creative director leading work for major APAC clients including Disney Studios’ brands such as Marvel, Pixar and 20th Century Studios, Prudential, Subway and SK-II, while also driving new business wins in Australia for brands such as Twisties, Optus and Carlton United Breweries.
In addition to working with global brands such as Coca-Cola, Johnnie Walker, Under Armour, PUMA and Spotify, he has developed branded entertainment properties, including a series for Martell NCF focussing on Asia’s drag culture and heavy metal scene. He has also earned recognition at Cannes Lions, Spikes Asia, Effies and the London International Awards.
Huiwen Tow, head of strategy, VIRTUE Asia, said Beale’s appointment reflects the agency’s ambition to build brands at the intersection of entertainment and culture. “Will understands how ideas need to work as experiences people actively choose to engage with,” she said. “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.”
Beale added: “Culture moves fastest through entertainment, whether that’s music, film, gaming or new creator formats. The future belongs to ideas people choose to spend time with, not skip past, and that’s exactly what VIRTUE Asia is building. An infrastructure designed to push branded creativity into its next chapter.”
Beale’s appointment builds on a strong end to 2025 for VIRTUE Asia. In December, the agency was named Singapore’s Independent Agency of the Year and Southeast Asia Boutique Agency of the Year.
