Singapore — Archetype APAC has expanded its senior leadership team with three key appointments as the agency strengthens its AI-led consulting capabilities and helps brands navigate an increasingly AI-driven communications landscape.
As part of the move, Archetype has promoted Mei Ling Yeow to Executive Vice President and APAC Head of Strategy & Innovation, while Simon Lesch joins the agency’s regional senior leadership team as Head of APAC AI & Transformation. The agency has also appointed Florence Mae Jarillo as APAC Data & Insights Lead.
The leadership expansion comes as organisations acrosAr the region seek new ways to improve visibility, trust, and discoverability as AI becomes a growing gateway for information, recommendations, and decision-making.
Together, the appointments are designed to strengthen Archetype’s consulting capabilities across strategy, AI, data and analytics, enabling clients to build stronger visibility and credibility in an increasingly AI-shaped world.
Leading the agency’s strategy and innovation agenda, Yeow will focus on expanding Archetype’s AI visibility consulting offer, deepening its advisory capabilities across markets, and helping clients connect business strategy, communications, and technology into measurable programmes.
Lesch will lead the integration of AI across Archetype’s consulting and creative workflows, helping teams and clients leverage intelligent systems to improve speed, decision-making, and campaign effectiveness.
Meanwhile, Jarillo joins the agency to strengthen its regional data and insights capabilities, translating audience, brand and campaign signals into actionable strategies that help clients better understand and engage their audiences.
The appointments also support the continued expansion of VISTA, Archetype’s integrated consulting framework designed to help brands improve their visibility, authority and trust across AI-powered discovery platforms.
VISTA combines the agency’s expertise across communications, strategy, AI, data and analytics to help organisations strengthen the signals they send to both people and machines, while connecting communications efforts to measurable business outcomes.
“What we’ve found is that having a consulting framework that acknowledges this and yet embraces testing and validation is critical. VISTA gives clients a way to step in, start moving and evolve their approach as they go, while connecting what they’re doing to what’s actually changing, attributing action to impact, not just activity to hope,” said Yeow.
“AI has changed the operating model of communications, but it has not replaced strategy, judgement or creativity. The opportunity is to use AI to remove friction, accelerate workflows and create more space for higher-value thinking. For clients, that means faster decisions, smarter execution and communications programmes that can adapt with greater precision,” Lesch shared.
“Data only matters when it improves the quality of decisions. Our role is to turn signals into insight, and insight into strategy clients can act on. By strengthening our data and insights capability across APAC, we can help clients better understand audiences, measure what matters and design campaigns that are more relevant, responsive and effective,” added Jarillo.
According to Archetype, the strengthened leadership bench reflects its commitment to building a future-ready consultancy model as brands increasingly adapt to an environment where AI influences how audiences discover, trust and engage with businesses.
With the additions, Archetype APAC aims to further position itself as a strategic partner for organisations looking to remain visible, relevant and trusted in the next era of communications.
