Born and raised on the tiny tropical island of Barbados, I made the leap over the pond to the UK and began my 10+ year media career at National Geographic. I then moved agency-side to ZenithOptimedia International, working in three different roles across numerous international clients before heading to the Sydney branch as a Communications Strategist. After 2 years working at The Conscience Organisation as a Creative Strategist I moved over to Naked Communications Sydney as Strategy Director. I am currently a freelance/contract Creative Strategist.
https://au.linkedin.com/in/alexweetch
ABOUT ME
My top 5 checklist for producing great ideas.
- Is it simple to understand?
- Is it based on human behaviour and needs?
- Is it useful for the end user (entertaining, informative, educational, cause worthy)?
- Is it new and relevant?
- Is it an idea that has impact and scale and is ultimately shareable?
A few recent work achievements I'm proud of:
- First and foremost, helping nourish a culture of open collaboration with my colleagues and clients to produce outcomes that are truly outstanding. Anyone can come up with the beginning of a big idea, but the whole idea only comes together when teams expand and stretch ideas to their limits.
- Having the opportunity to work with a technologist, a doctor, a team of 10 community managers, a monk and a behavioural scientist.
- Wearing lots of different hats as a strategist, creative, media planner, account manager and researcher while providing support with copywriting, overseeing edits and content creation, community management, behavioural science projects, product and tech development.
- Helping develop a unique agile process and suite of tools/products.
- I am a strong believer that a working environment supporting and encouraging the interests and passions of it's employees produces the best culture and outcomes.
- Steering myself towards the unknown and the confusing, treating my job almost as a continuous educational process.
- Understanding human behaviour and needs first and then providing solutions.
- Technology, innovation and the freedom to experiment and explore.
- Winning brand of the year for a beer brand (as judged by clients, not the industry).
- Getting Uncle Tobys to start storydoing.
- Identifying a radical new direction to differentiate a skincare brand within a mundane category.
- Training client teams and mUmbrella course attendees how to make content that gets noticed, looked at and shared.
CLIENT EXPERIENCE
EXPERIENCE
2015-Present
Creative Strategy - Freelance/Contract
2015-2015
Strategy Director - Naked Communications
2012-2015
Creative Strategist - The Conscience Organisation
2011–2012
Communications Strategist - ZenithOptimedia Sydney
2008–2011
Digital Planner - ZenithOptimedia Worldwide
2007–2008
International Digital Planning Exec - Zed Digital International (Performics)
2005–2007
International Media Assistant - ZenithOptimedia Worldwide
2005
Intern to Head of sales - National Geographic London, UK
EDUCATION
2000 - 2004
Royal Holloway, University of London
2:1, Management, European Studies, Spanish.
Activities and societies: European Society member. Writer and contributor to/for university magazine. Rock climbing Society member. Art society member. Photography society member.
1998 - 2000
Barbados Community College
A-levels and Associate Degree in Accounting, Economics and Spanish. Additional courses: Politics and creative writing.
PERSONAL INTERESTS
I have been surfing since I was very young and this passion has helped encourage me to go to many unusual and remote places. I love traveling and culture, fiction, film, illustration, anything mechanical, playing the guitar and cycling.
CONTACT
Alex Weetch
aweetch@gmail.com
+61 (0) 477 07 4185
