Roberta Monteiro joins VICE Arabia to fuel next-level innovation and strategic leadership
Dubai, 17th September 2024: VICE Arabia has bolstered its strategic leadership team by appointing Roberta Monteiro as Associate Strategy Director in the UAE.
A seasoned strategist with a reputation for turning insight into impact, Monteiro joins the team to drive innovation and strategic thinking. She will report to Rafael Lavor, Head of Strategy at VIRTUE Worldwide, the creative agency born from VICE Media Group. Her key client will be the Sharjah Government Media Bureau, where she will play a critical role in creating breakthrough work that pushes the envelope.
With more than a decade of experience, Monteiro not only brings a wealth of creative expertise through her previous work with leading global brands such as Nestlé and L’Oréal, but also provides a firm grasp on corporate brand strategy. Having worked at MBLM with prominent regional clients such as Dubai World Trade Centre (DWTC) and Rawabi Holding, Monteiro has shaped strategies for some of the region’s most recognizable brands. Known for her ability to blend strategic depth with creative execution, she is primed to enhance VICE Arabia’s strategic offerings.
Rafael Lavor said: “As industries continue to pivot toward digital-first approaches, Roberta’s experience and deep expertise in the strategic field is exactly what’s needed to continue keeping our work ahead of the curve.”
Roberta Monteiro added: “I was drawn to VICE Arabia for its boldness in challenging the norms and its ability to capture the pulse of culture, especially in regions undergoing pivotal change, such as the Middle East. Growing up in Brazil, Vice’s groundbreaking content was my inspiration throughout university. I’m excited to join a team committed to authenticity in everything it creates.”
VIRTUE Worldwide is the agency that powers culture. Its mission is to help brands do the same. As a creative agency that operates from inside VICE Media, an award-winning media and entertainment company, Virtue Worldwide has a unique vantage point: inside culture.
VIRTUE Worldwide works as a cultural exchange, it helps brands find their communities in the world, enabling them to interact with their audiences rather than be skipped, scrolled, drowned out or ignored. In return, brands gain cultural capital.
Counting Diageo, poppi, Nike, Durex, and Toyota among its clients, multi award-winning VIRTUE Worldwide is a global, full service strategic and creative agency with the courage to let culture lead. Let VIRTUE Be Thy Guide.