Simon Lesch takes on AI and transformation role at Archetype

Simon Lesch, head of digital at Archetype, will take on the newly created role of head of AI and transformation, as the agency accelerates efforts to embed artificial intelligence across its operations and client services.

Lesch will lead Archetype’s shift from experimentation to full-scale AI adoption, developing internal tools, accelerating creative workflows and launching client-facing GPT applications. The move reflects Archetype’s ambition to build a scalable, AI-enabled service model that blends automation with creativity.

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“Simon rethought how our teams work - and this role takes it to the next level,” Archetype Australia managing director Liz Weselby, said. “He’s building the frameworks to give clients and staff a head start in the AI-forward economy.”

Lesch developed a custom large language model to streamline workflows, led internal AI training, and now partners closely with content and strategy leads to integrate intelligent systems across the business.

“Our goal is to push marketing into its next phase,” Lesch said. “AI lets us build faster, more adaptive campaigns and stronger foundations for the future.”

The appointment forms part of a wider transformation agenda across the Archetype network, designed to align with the evolving needs of marketing, communications and innovation leaders in the APAC region.