LEXIGO has announced the appointment of Tony Lee in the newly created role of head of strategy.
Lee brings a depth of experience to the translation and CALD (Culturally And Linguistically Diverse) communications agency having led strategic branding, marketing, creative and digital projects and teams as a consultant to iconic brands, businesses and government departments.
For over 25 years, he has been a leading strategic stalwart, helping to transform government departments, not-for profits, consultancies and businesses of all sizes into digitally-savvy, culturally-informed and brand-led cultures.
Lee said his appointment was an exciting opportunity to support LEXIGO as it expands into a full-service cultural communications agency.
“Nearly a third of Australians are born overseas, yet for far too long, businesses and brands have lacked the foresight and know-how to authentically connect with diverse, CALD perspectives. This consistent oversight leads to perpetuating poorly-rendered stereotypes, tokenisation and a noticeable under-representation of authentic CALD communities in marketing, the media and popular culture.
“LEXIGO has done a brilliant job in making in-language communications more accessible to businesses and brands. Their remarkable technology platform and global network of translators has enabled translated material to be produced at tremendous speed and scale and there’s so much potential for organisations to use this to communicate authentically with their diverse audiences,” he continued.
“I truly look forward to working with LEXIGO and their clients to grow their intercultural capability and to take their inclusive, multicultural marketing practices to the next level,” he added.
The appointment comes as LEXIGO continues to win more work across the public and private sector.
CEO Mark Saba welcomed Lee to the team and said he looks forward to the impact his appointment will have not just on the business, but on the industry more broadly.
“I believe that diversity in people brings diversity in thinking. Tony is one of the industry’s great thinkers, and his experience in helping brands and businesses to grow, coupled with his passion for authentic, intercultural communication has had a positive impact on LEXIGO’s own culture and capabilities.
“His vision for a vibrant, well-informed and represented, culturally-diverse and inclusive marketing communications sector is in lockstep with our goals for LEXIGO, and we’re excited about the implications for our future direction,” he added.