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 is on how agencies can adapt to the changing needs of clients and marketers, how we can better ‘integrate’ the web 2.0 landscape into our product and how we can evolve our structures and processes to deliver improved ROI for brands. An insider’s view on how the industry should be cleaning house and finally developing a product that answers the needs of its target market just as we preach to our clients.

Much as the focus is on technology, interactive and digital, the blog is entitled ‘relatively’ digital since technology is now invading every aspect of our lives and we must maintain some offline facets to our personalities, there may be some overflow into our lives, into our finances and our emotions – after all communication is what defines us as human beings.

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 leads the digital strategy practice for McDonald’s in Europe.

He was previously a Client Partner within the Business Partnerships team at Facebook in Paris, France. As part of the business partnerships team, he worked with a select group of clients who partner with Facebook to drive better ROI on their marketing investments. With a focus on digital and social strategy the team work hand-in-hand with creative and media agencies as well as brand marketers to leverage the breadth and depth of the social graph.

Before moving into the role at Facebook, Lex spent over ten years in the advertising business – most recently as the Regional Director for Digital Strategy & Innovation for Leo Burnett MENA. In this role he engineered the fusion of ATL and BTL agencies, Leo Burnett and Arc Worldwide into a holistic brand agency and worked on the acquisition of Flip Media by the Publicis Groupe. He also oversaw the digital, direct and CRM competencies for the region, covering clients from General Motors to McDonald’s and P&G to du Telecom.

Before joining Leo Burnett, Lex was a 360° Business Director for JWT & RMG Connect in Paris, and the WPP France Lead for the HSBC account – in this role he coordinated the work of the different agencies working for HSBC in France (media, research, creative, interactive) aswell as developing the strategy for the online banking business. Prior to this, Lex was the global marketing manager for Island Global Yachting (IGY Marinas) part of the Island Capital real estate merchant bank group. Here, he managed the launches of several mega yacht marina and restaurant brands in Europe, Caribbean and the Middle East, along with worldwide advertising and a $4 million launch event for the YHG Marina in St.Thomas.

He has also worked for the relationship marketing group FullSIX, where he was responsible for US development and the management of the L’Oreal group of brands in North America, and also the Remy-Cointreau group for their online presence in France and the US. As a freelance marketing consultant, Lex has also worked on a number of projects under the Brancept name, covering clients in Europe and North America and industries from retail and entertainment to hospitality and tourism, some case studies can be found here.

Lex began his career both as brand planner at The Richards Group, working with consultants and multi-nationals to take their brands beyond communications and into the heart of the organisation; and an account executive at OgilvyOne, where he coordinated on and offline advertising for IBM in the G4 countries across a number of business units.

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.