In a move that signals a bold evolution in its digital strategy, Archetype has appointed Simon Lesch as its first-ever Head of AI & Transformation, a newly created role that places him at the helm of the agency’s transition from AI experimentation to enterprise-wide adoption. With a deep understanding of emerging technologies and a proven track record in reshaping internal systems, Simon now leads efforts to embed AI-enabled workflows, custom LLMs, and intelligent automation into the heart of Archetype’s operations across the APAC region.
This appointment reflects a growing urgency among forward-thinking agencies to turn innovation into infrastructure. Under Simon’s guidance, Archetype is moving beyond surface-level AI trials and into a more systematic, scalable model that delivers real value—both to clients and internal teams. His focus is not just on tools, but on transformation, building agile frameworks that empower people to work smarter, faster, and with greater strategic clarity.
Liz Weselby, Managing Director of Archetype Australia, emphasized the importance of this shift: “Simon rethought how our teams work—and this role takes it to the next level. He’s building the frameworks to give clients and staff a head start in the AI-forward economy.” That economy is already here, and Simon’s leadership ensures Archetype is not only participating in it but actively shaping its trajectory.
From designing custom AI models to redefining workflows, Simon is building a foundation that turns AI from an abstract promise into a daily advantage. It’s a transformation that reaches across creative, strategy, operations, and client service signaling a new era where AI is not a side project, but a core engine of growth and innovation. A new role. A smarter agency. And a future where transformation is not a buzzword but a blueprint.
