Lesley John: Brands Soon Need an Asia-First Approach
Having served as managing director of VIRTUE Asia since 2021, driving huge growth and securing multiple award wins, Lesley John was recently promoted to CEO to help accelerate growth across the region. The news comes as part of a restructure, which sees VIRTUE Asia working independently of VICE Media Group while maintaining collaborations with the VIRTUE Worldwide network.
In this interview, LBB’s Sunna Coleman speaks with Lesley to find out more about her vision for expansion across Asia, and the region's positioning as a “global, cultural and economic powerhouse”.
LBB> First of all, congratulations on your appointment as CEO. How do you feel?
Lesley> Thank you! I’m excited for the journey ahead. This role represents a tremendous opportunity to lead VIRTUE Asia into a new phase of growth and innovation. It’s exhilarating to take on this responsibility at such a pivotal time for the agency and region.
LBB> What’s your vision for the future of VIRTUE Asia? And what will you be actioning first?
Lesley> My vision is for VIRTUE Asia to lead the way in culture-first creativity. We’re not just here to make ads – we’re here to help brands navigate and shape culture in meaningful ways. With the rapid growth and cultural diversity across Asia, the opportunity for us to bridge the gap between brands and audiences has never been greater.
The first priority will be reinforcing our strengths: doubling down on our cultural foresight capabilities and expanding our AI-powered trends prediction engine, which can help brands look around corners to spot lateral opportunities. At the same time, I want to ensure we’re creating more downstream production opportunities by growing the VIRTUE Content Studio. By building our end-to-end creative capabilities, we’ll position ourselves as indispensable partners for brands looking to connect authentically with their audiences, and move at the speed of culture.
LBB> You’ve worked at VIRTUE for almost four years. How have you seen the company evolve in that time, and why was the restructure the next logical step for the business?
Lesley> In the last four years, I’ve witnessed VIRTUE Asia grow from a challenger agency to a trusted creative partner known for creating culturally impactful work with an entertainment lens, rooted in community. We’ve solidified our reputation as the agency that genuinely builds brands like Coca-Cola, Diageo and Shiseido, inside culture.
Asia as a region has also moved from being a fast-growing market for global brands to a global, cultural and economic powerhouse in its own right, and we can see that happening from a number of fronts:
- Asia contributes more than 50% of global GDP growth. SEA and India are becoming the new economic frontier, fuelled by digital economies and a rising middle class. The world’s biggest consumer base will soon be in Asia, with younger, more digital-native, and more brand-conscious consumers than ever. We’re no longer talking about brands needing an ‘Asia expansion’ strategy, but an Asia-first approach.
- Once merely a consumer market for western brands and entertainment, Asia is now shaping global culture, with K-pop, anime, gaming and luxury fashion trends now originating here and influencing western markets. There’s going to be a further rebalancing of cultural power in the coming years, with Asian-owned creative IPs, brands and platforms dominating more global conversations.
- Asia is the epicentre of digital and AI innovation, with super apps, AI-driven commerce and metaverse ecosystems poised to set the standard for how brands engage with consumers globally. The rate of growth and innovation opportunities in India is boundless, as it’s now home to the third largest number of unicorns in the world.
- SEA is now arguably the world’s most diverse creative market, with cities like Bangkok, Jakarta, Manila and Ho Chi Minh emerging as dynamic creative centres thanks to thriving creator economies and digital-first communities, providing a testbed and creative launchpad for global brands and new creative models.
Asia is no longer just ‘part of the global economy’ – it is the global economy. The brands that recognise this and embed Asia into their cultural, digital, and business strategies will be the ones that thrive over the next decade.
The restructure therefore was a natural evolution. It positions us to operate more efficiently, innovate, and focus on high-growth areas like branded content and strategic consultancy. This streamlined structure enables us to respond to clients faster, invest in innovation like AI tools, and create deeper cultural connections. It’s about being agile enough to adapt to such a fast-changing market while maintaining the creative integrity that sets us apart.
LBB> How will the Asia office collaborate with the wider network, and what is its role within the network?
Lesley> We will continue collaborating on proprietary research and global client opportunities as they arise. As Asia cements itself as a global cultural and economic powerhouse, VIRTUE Asia is well positioned to be a driver of cultural innovation, strategic foresight, and creative excellence on a global scale.
LBB> What do you see as the most exciting opportunities across Asia at the moment?
Lesley> Asia is the epicenter of cultural and technological innovation right now. From the rapid adoption of AVOD (advertising-based video on demand) platforms to the rise of branded entertainment and the intersection of AI and creativity, the opportunities are boundless.
I’m particularly excited about expanding into emerging areas like branded IPs and culture-led consultancy services. The complexity of navigating Asia’s diverse markets creates a demand for deeper cultural insights and authentic storytelling. Our focus on deep cultural foresight and end-to-end content creation positions us perfectly to capitalise on these opportunities.
LBB> Any final thoughts?
Lesley> This is a defining moment for culture and creativity in Asia. Brands today are looking for more than just advertising – they seek cultural credibility, immersive experiences, and strategic foresight to stay relevant in an increasingly complex landscape. VIRTUE Asia is uniquely positioned to lead this charge, blending deep cultural expertise, creative storytelling, and insights to help brands move beyond participation and into true cultural influence.
Our ambition isn’t just to reflect Asia’s diversity – it’s to shape its narrative through impactful, culturally-resonant work. As the region transitions from a high-growth market to a global creative and economic powerhouse, the brands that will thrive will be the ones that understand how to embed themselves within culture to lead the conversation, not just market to it.
We’ve built a reputation for work that doesn’t just capture culture – it creates it. Now, we’re scaling that impact, leveraging AI-powered insights, branded entertainment, and cultural intelligence to help brands navigate and lead in this shifting landscape.
But beyond the strategy and technology, what excites me most is the talent in this region. Asia is home to some of the world’s boldest, most innovative and fearless creative minds, and our mission at VIRTUE is to create the space for that creativity to thrive.
The next decade will belong to the brands that truly understand culture. At VIRTUE Asia, we’re here to make sure they do.
