Archetype Australia has announced the promotion of Simon Lesch to the newly created role of Head of AI & Transformation, as part of a broader transformation strategy across its network.
This comes as the agency stated that the marketing industry is undergoing rapid technological transformation, with AI becoming the foundation for scalable, insight-led marketing strategies.
Formerly Head of Digital, the new role will see Simon embed AI across Archetype's operations, improving internal processes, creative execution, and client outcomes. He has already helped implement a proprietary AI strategy at the agency, leading internal training and upskilling programs, developing a custom LLM to streamline agency workflows, and deploying client-facing GPT tools, driving operational efficiencies, accelerating content delivery, and laying the groundwork for a scalable, AI-enabled service offering.
Archetype Australia's Managing Director, Liz Weselby, said: "With a keen interest in AI, automation and operational design, Simon has already played a critical role in rethinking how our team works smarter.
"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."
