Archetype appoints head of AI to lead transformation strategy
Simon Lesch
Six months after his last promotion, Archetype Australia’s Simon Lesch has taken on a brand new remit that is all about AI.
Lesch, now head of AI and transformation, has moved away from his digital marketing post; a reflection of how the marketing landscape is increasingly AI-focused.
Indicating the comms agency’s commitment to future-proofing, his new role will see him embed artificial intelligence across all Archetype’s operations. It hopes to streamline internal processes, enhance creative executive, and elevate client outcomes.
Simon Lesch
According to a media release, the move signals Archetype’s intent to “not just keep pace with industry change, but actively shape it”.
“With a keen interest in AI, automation and operational design, Simon has already played a critical role in rethinking how our team works smarter,” Liz Weselby, managing director of Archetype Australia, said.
“In his new role, he’ll lead initiatives that give both our clients and our own team a head start in the ‘AI-Forward’ economy.”
The agency claims its clients “stand to benefit” from Lesch’s new remit, which includes developing bespoke AI enablement pathways and identifying opportunities for marketing process innovation. He has already helped implement a proprietary AI strategy.
Lesch will lead internal training and upskilling programs, develop a custom LLM to streamline agency workflows, and deploy client-facing GPT tools. According to the release, he will essentially lay the groundwork for a scalable, AI-enabled service offering.
“Our aim is to bring marketing into the next evolution, not just for ourselves, but for every client we partner with,” he said.
“We’re blending AI with human creativity to deliver faster, more adaptive campaigns. It’s about building intelligent foundations today for the challenges of budget cuts and restructure of the industry.”
The role change is part of a “broader transformation strategy” across Archetype’s global network, designed to align with the evolving needs of marketing, comms, and innovation leaders in the region.
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