Alex joined Modernista! in 2010 as Managing Director. He began his career at M&C Saatchi in London, cutting his teeth on brands such as NatWest Bank, GSK, and the Police, before moving to BBH London, where he worked with some of the largest brands in the U.K., working on two Cannes Gold-winning campaigns in the process. He moved to DDB in 2008 to run the Nestle U.K. business, learning a frankly grotesque amount about petfood, as well as leading projects for the British Government and running The Guardian newspaper’s digital account at Tribal DDB. In 2009, Alex published his first book, Guilt Trip, an examination of the shift from fear to guilt as the prime emotional lever in marketing and of the ability of brands to operate in the corporate responsibility space. The book was a cover feature in Marketing Week in late 2009, and Alex remains frequently quoted on the subject in the press. Alex has a double first-class degree in English Literature from Oxford University. He joined Modernista! partly to escape the English winter, a decision he may regret in Boston.
(Still) Waiting for the Revolution
Like everyone in this industry – past, present, and everyone yet to join it – I personally believed I was joining my first advertising agency at a moment of radical step-change for the whole model.
I was a passive, lost observer…- posted September 29, 2010 - no responses
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