VICE Media Group has announced the appointment of Yamen Bassili as its new Head of Growth MEA.
VICE Media Group is ramping up its Middle East and Africa operations with the appointment of industry veteran Yamen Bassili as Head of Growth MEA, signaling an aggressive push to expand the company's cultural footprint across the region.
Bassili joins VICE's growing MEA leadership team with a mandate to break new ground at the intersection of culture, creativity, and commerce. After two decades spent in the advertising landscape, he'll be driving Virtue & VICE's next wave of unconventional partnerships that cut through the noise and resonate with audiences across the region.
With over 20 years of experience in the advertising industry, Yamen brings a wealth of expertise in brand strategy, creative communication, digital transformation, and technology-driven marketing solutions. Before joining VICE, he led Growth at VMLY&R, where he played a pivotal role in shaping client strategies across multiple industry segments. His extensive career has also seen him in key roles at DDB, Saatchi & Saatchi X, Mirum, and VML, where he drove strategic brand development and business transformation.
A graduate with degrees in Electrical Engineering from the University of Damascus, Computer Science from The University of Akron, and Management Information Systems from the University of Balamand, Yamen's diverse background positions him as a leader at the intersection of technology, creativity, and business growth.
Virtue is the full-service creative agency of VICE, specialising in brand strategy, storytelling, and cultural marketing, working with global brands to create innovative campaigns that resonate with audiences. While VICE focuses on producing original documentaries, news, and entertainment across multiple platforms, Virtue helps brands tap into youth culture and emerging trends through bold, purpose-driven content.
