Hi.

I’m Alex. I’m an svp strategy director at Saatchi & Saatchi NY overseeing Tide and P&G fabric care.

Previously, I led US and global strategy on Heinz at Wieden + Kennedy.

I’ve been a brand planner for 12 years. I’ve spent every second of that time chasing down the biggest problems I could find, sometimes against all instincts and often to my own (merry!) detriment.

What keeps me coming back is simple: creativity that transforms business and culture.

This site, and advertising, is not my life’s work. That distinction goes solely to Olive, my daughter. Hi, Olive. 

recent highlights

Wieden+Kennedy. 2021-2024. Highlights. Authored Heinz’s first ever global masterbrand strategy, uniting creative across the world under one idea.

Tapped 280-year-old vegetarian vampire influencer to sell Heinz Tomato Blood.

Protested the Nathan’s Hot Dog Eating Contest on behalf of mistreated (water-dunked) hot dogs. Channeled disillusionment with adulthood into record-

breaking sales for Heinz No Sugar Added Ketchup. Wrote/sold a 5-year ESG strategy for the Black Kitchen Initiative.

Created the Mayoverse inspired by real fantasies of real Kraft Real Mayo freaks.

Created mayo-based astrology, offering readings of mayo spreads.

Partnered with Juicy Couture to create a velvety smooth tracksuit.

INFO

Alex Nguyen was born and raised in Queens. His mom was a seamstress and his dad was a math teacher. Alex started his career as a copywriter in Saatchi & Saatchi Vietnam, where he discovered account planning. 

He has held posts at Wieden+Kennedy New York, Orchard, McCann New York and Publicis New York restaging the global Heinz brand for the first time in 150 years, giving plant-based a foothold in American culture, repositioning billion-dollar properties for MGM Resorts, and introducing CitiBike in Miami. 

His work has been recognized by the Effies, WARC, Clios, One Show, and the James Beard Foundation.