In his new role, Yamen will lead the growth strategy for Virtue & VICE in MEA.
VICE Media Group has named Yamen Bassili as its new Head of Growth for the Middle East and Africa (MEA), highlighting the company’s commitment to expanding its regional presence and delivering cutting-edge brand solutions 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.
Bringing over two decades of experience in advertising, Bassili has built a career at the intersection of technology, creativity and business strategy. Prior to joining VICE, he led Growth at VMLY&R, contributing to strategic brand initiatives across diverse industry sectors. He has also held leadership roles at DDB, Saatchi & Saatchi X, Mirum and VML, with a strong focus on brand development and transformation.
Tarek Khalil, Managing Director of MEA for VICE, said: “Happy to welcome Yamen to VICE. We wanted someone who understands both the science and soul of modern content and media. Yamen brings strategic thinking that sees where culture and commerce intersect – exactly what defines our work at VICE.”
VICE Media continues to evolve as a global leader in youth-focused media and creative marketing. Through Virtue, its full-service creative agency, the company partners with global brands to craft culturally-driven content, while VICE’s own media arm produces original documentaries, news and entertainment tailored for digital-first audiences.
