Archetype Hong Kong has appointed Liz Weselby as its deputy managing director.
Weselby will focus on driving marketing campaigns with engaging content for clients as well as playing a key role in overseeing the business development functions. The agency hopes this appointment will support the growing client load as well as expand the company’s industry expertise as Weselby is specialised in content marketing in the lifestyle segment.
Having led creative and content teams in her 17 years in Asia, she will join a team of strategists, media consultants, creatives and multi-platform social experts that work across the field to build brands that effect real changes in the world.
“Archetype is different to a standard agency and I was attracted by the dynamic team, the calibre of clients and the ambition to partner with brands that are making a difference,” she said.
“I look forward to bringing fresh insights and calling upon my regional and local experience to provide more depth to what we offer our clients.”
Weselby has launched numerous platforms and publications in her previous roles as editorial director at LUXE City Guides in Hong Kong, head of editorial at Ink Singapore, and co-founder of a publishing agency in Bangkok, including the weekend lifestyle supplement for The Bangkok Post.
“Every brand has a story to tell. The challenge is to tell one that your customers are interested in. Identifying these stories and uniquely crafting them for her clients is Weselby’s specialty,” said Rosemary Merz, managing director of Archetype Hong Kong.
“Her deep experience in delivering this content to build brands and shape reputations is already delivering great results for our clients. I’m utterly thrilled to have her on our team.”