Archetype appoints head of AI to lead transformation strategy

June 30, 2025 3:08

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.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.