VIRTUE Asia, the agency born from VICE, has announced the appointment of Jonathan Tan as Account Director and Tan Ja Lyn as Senior Account Manager, further strengthening its regional client leadership team. The new hires underline VIRTUE Asia’s ongoing commitment to helping brands build cultural capital and connect meaningfully with audiences through creativity, entertainment, and strategic insight.
As the role of account leadership evolves beyond traditional client service, VIRTUE Asia continues to redefine the model—empowering leaders to act as cultural interpreters, brand architects, and creative catalysts.
Chloe Fair, Client Services Director at VIRTUE Asia, said:
“Brands today are competing for relevance and account leads need to be more than just client partners. They’re cultural interpreters and brand architects who help translate ideas into lasting impact, and Jonathan and Ja Lyn embody the next generation. Multidisciplinary thinkers who can move fluidly between strategy, creativity, and culture, bringing the energy and expertise needed to help our clients navigate a new era as the agency moves into areas such as entertainment and IP.”
Jonathan Tan joins VIRTUE Asia from The Secret Little Agency (TSLA), where he served as Business Director and Co-Business Lead for DBS and POSB. His career includes leadership roles at 72andSunny, DDB, and BBDO Singapore, driving creative excellence for global brands like Google, Bud Light, GIC, Oppo, and Carousell.
Tan said:
“VIRTUE Asia is redefining what it means to lead accounts in a creative agency. It’s not just about managing business, but about shaping ideas that drive brands and conversations forward. That mix of rigour and imagination is something I’m excited to build on and help brands connect meaningfully with audiences through creativity grounded in cultural truth.”
Tan Ja Lyn brings deep expertise in luxury, lifestyle, and aspirational marketing. She joins from Omnicom’s Team X Singapore, where she led creative and strategic initiatives for Mercedes-Benz across local and regional markets, enhancing the brand’s cultural resonance. Prior to that, she worked at Digitas APAC, driving transformation for brands such as HSBC, APAC Breweries, Agoda, and The Macallan.
Tan added:
“VIRTUE’s approach sits exactly where I believe the future of creativity lives, in the blend of culture, entertainment and brand meaning. It’s a space where strategy and storytelling meet, and I’m thrilled to be part of an agency pushing that boundary.”
With these appointments, VIRTUE Asia reinforces its mission to blend culture and commerce, creating work that doesn’t just sell but shapes the conversations and communities that define today’s world.
