Alexander Novicov

Alexander Novicov is the CEO of Way
Boutique Agency. He helps brands discover the invisible power of purpose using
emotional storytelling and creative content. He is an author and sends a weekly
newsletter called Thoughtful Thursday Letter with five ideas that help us rethink
business and marketing.  Alexander Novicov believes that we all have
an invisible power to change the world. People with passion can build brands
that make a positive impact in our culture. To drive change, we need to find creative
ways to communicate our purpose. To make an impact we need to push our
boundaries in creativity. Dull and uninspiring marketing will not
help us achieve our desired goals.We can use creative storytelling,
meaningful content, insights and inspiring stories to change our future. Alexander is the founder of Way Boutique
Agency and an author of Not Another Pair of Shoes. A book about how companies
can become purpose driven brands. Since starting his agency in 2012 he and
his team had the pleasure of helping some well-known brands such as Stella
Artois, Holland & Barrett, Pizza Express, T.G.I. Fridays, Eurovision, St
Raphael Resort & Marina, European University Cyprus and many other large
and small businesses. In the past couple of years, he found a
passion for trail running and fitness so he started working with more fitness,
wellbeing, race organizers and health brands like UTVV, OUTVENTUREX, UN1T, Nola
Healthy Foods, Beyond Just Running, Action Challenges and others. Every week he sends a Thoughtful Letter
Newsletter to over than 10,000 subscribers with ideas on how we can look at
things from a different perspective. He is also a keynote speaker, sharing ideas
and strategies about brand purpose in universities and events around the world.
He has spoken at Greenwich University, University of Nicosia, HTIS in Dubai,
HOW in Croatia, and IMH in Cyprus to name a few. The more brands become purpose driven, the
more people live with passion.