About this blog – (Relatively) Digital
This blog is an analysis of the evolving industry in which we work – advertising, marketing and communications. The ideas, opinions and thoughts are a reflection of the changing times, the development of technology and also the author’s experience in the world at large. The focus started as how agencies could adapt to the changing needs of clients and marketers, ‘integrate’ the web 2.0 (now 3.0, 4.0) landscape into their products, evolve structures and processes to deliver improved ROI for brands – but is now a commentary on changes in the broader marketing and digital landscape. After all, everything is digital now – or at least, Relatively Digital.
The opinions expressed within this site are solely those of the author and are not representative of any organisation listed or referred to.
About the author – Lex Bradshaw-Zanger
Lex Bradshaw-Zanger is the Chief Marketing & Digital Officer (CMDO) for L’Oréal South Asia Pacific, Middle East & North Africa (SAPMENA), based in Singapore. In this role, he leads consumer marketing, digital transformation, media, eCommerce acceleration, CRM, data science, and innovation across an extensive portfolio of over 35 global brands throughout the region. His work focuses on driving growth through integrated marketing strategies and leveraging emerging technologies to deliver personalized consumer experiences.
Before his current role, Lex held senior digital and marketing leadership positions within L’Oréal UK & Ireland, Western Europe, and the Middle East & Africa. He has been instrumental in advancing digital capabilities and marketing innovation at every stage of his career.
Prior to joining L’Oréal in 2016, Lex built and led the digital strategy practice for McDonald’s Europe, where he developed comprehensive digital marketing frameworks and led a large team specializing in data-driven consumer insights. His career also includes a key role as Client Partner at Facebook (now Meta) in Paris, where he helped major brands maximize marketing return on investment through cutting-edge social media strategies.
Earlier in his career, Lex spent over a decade in advertising across Europe, North America, and the Middle East. Notably, he served as Regional Director of Digital Strategy & Innovation for Leo Burnett MENA, spearheading digital transformation and innovation initiatives in a complex, multicultural market.
Lex is a Fellow of The Marketing Academy and The Chartered Institute of Marketing. Passionate about mentoring and startup advising, he regularly shares his expertise with the marketing community and supports emerging talent. Fluent in multiple languages and deeply experienced across diverse cultural contexts, Lex enjoys balancing a demanding global career with family life in Singapore.
He has an MBA in Strategy from the UPF in Barcelona, and undergraduate finance degrees from EuroMed Marseille and the Westminster (formerly Harrow) Business School in London. He is trilingual and truly multi-cultural.