Whilst obtaining a Business Degree from the ESC Reims, Alex founded his first company which he sold before he was 25. Fearful he did not have “proper” job experience he joined Saatchi & Saatchi in a business development role before joining GrandMet in 1988 where he ran William Hill’s bookmaking business in Belgium before joining the drinks team to work on European Strategy. In 1990 he joined audiotext company Legion as Business Development Director, moving on to the CEO’s position and overseeing expansion into 12 markets and ultimately the sale to Lagardere.

In 2002, Alex co-founded Sponge, the UK’s most successful and longest established mobile agency delivering mobile strategy, sites and applications for clients including Adidas, Autotrader, Barclays, Coca Cola, Dyson and McDonalds. Sponge was successfully sold in 2006 (described as best digital exit by the FT) and bought back the following year.

Alex launched WiForia in early 2014. The company focuses on in-store engagement by turning Wi-Fi into a communications channel and has partnered with the world’s leading Wi-Fi infrastructure companies to help the retail and service industry deliver personalised and rewarding experiences based on a customer’s location, actions and history. The first two clients are Asda and EE.

Alex has amassed a wealth of experience in digital services for agencies/brands, media groups and mobile operators. Alex was until recently UK Chairman of the Mobile Marketing Association and is a Board Director of the Institute of Promotional Marketing. He is married with 4 daughters and speaks a number of languages..

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