"Our name embodies our intention: To set the standard for the next generation of global agencies, built for the world we live in today—where marketing and communications have converged, where every company is a technology company, and where global means finely tuned to individual markets," global CEO Helena Maus said in a blog post.
Lee Nugent, APAC regional director, said in a release that Archetype has a vision to transform the way clients are serviced around the world.
“We believe that big ideas and the fine details matter equally," Nugent said. "Clients demand market-leading consultancy, powerful creative and high-quality execution. Not one or two of these things, but all three. And clients want access to the right talent, at the right time, at every level, with consistent standards applied globally, no matter where we operate. This is what Archetype does, and what we will deliver."