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 AI, 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, 5.0 and beyond) 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 Business Capabilities & Innovation Officer at L’Oréal, based in Singapore. In this role, Lex drives the evolution of scalable business capabilities, digital tech integration, and future-ready solutions to support sustained growth across international markets.
Lex’s leadership is backed by a decade as CMO and Chief Digital Officer across EMEA and APAC. As Chief Marketing & Digital Officer for L’Oréal SAPMENA, he directed end-to-end marketing, media performance, eCommerce acceleration, CRM, and data science across 35+ iconic brands in 35 markets. Earlier in his tenure at L’Oréal, he held executive marketing and digital transformation mandates across the UK & Ireland, Western Europe, and the Middle East & Africa.
Before joining L’Oréal in 2016, Lex built the digital strategy practice for McDonald’s Europe, establishing data-driven consumer engagement frameworks across the region. He also served as Client Partner at Meta (Facebook, in Paris), helping enterprise brands optimize marketing performance, and spent over a decade leading digital innovation for global agency networks including Leo Burnett MENA.
Lex holds an MBA in Strategy from Universitat Pompeu Fabra (UPF) in Barcelona and finance degrees from EuroMed Marseille and Westminster Business School in London. A trilingual and multicultural executive, he is a Fellow of The Marketing Academy and FCIM, an active startup advisor, and a frequent speaker on digital transformation, AI, and modern brand strategy.