Yamen Bassili, Head of Growth – MEA, VICE Media Group.VICE Media Group has announced the appointment of Yamen Bassili as its new Head of Growth MEA. The addition of Bassili to the Group’s leadership is in an effort to highlight its focus on regional footprint expansion and delivering innovative brand solutions across the Middle East and Africa.
In his new role, Bassili will lead the growth strategy for Virtue and VICE in MEA, working closely with partners and clients to push the boundaries of creative storytelling and digital transformation.
With over 20 years of experience in the advertising industry, Bassili 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.
“Happy to welcome Yamen to VICE. We wanted someone who understands both the science and soul of modern content and media,” says Tarek Khalil, Managing Director of MEA for VICE. “Yamen brings strategic thinking that sees where culture and commerce intersect – exactly what defines our work at VICE.”
“As we continue to evolve and expand in the region, Yamen’s expertise in driving growth and delivering impactful brand solutions through Virtue & VICE will be instrumental in shaping our future,” Khalil explained.
Virtue is the full-service creative agency of media group, 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.
