The Innovation SABRE Awards — North America 2020
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As European marketing director for one of the world’s most sustainable brands, Alex Weller has a head start when it comes to innovation in purpose-led marketing and brand activism. He joined outdoor clothing company Patagonia nearly six years ago, after working in brand communications for the likes of Converse and Xbox. One of the strongest brand guardians around, with a natural balance of creativity and strategic thinking and a knack for getting under the skin of what customers want, Weller is unafraid to use Patagonia’s platforms to take the lead on political and social commentary, including the firm’s boycotting of Facebook. As he told WARC earlier this year: “It’s important to note that these are not partisan marketing ideas designed to excite our customers or make them like us more. Our customers believe many of the things that we believe. This is about trying to affect change, and trying to mobilise people to create clear pathways to action and hopefully important outcomes.” Genuinely passionate about the environment, Weller is also a trustee of Protect Our Winters UK, a not-for-profit that inspires and equips fans of winter sports and outdoor pursuit to take positive action to address the climate crisis.
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