Hi.
I’m Alex. I’m a writer working on my first novel and a freelance strategist.
Recently, I led P&G fabric care strategy at Saatchi & Saatchi NY and before that, I led US and global strategy on Heinz at Wieden + Kennedy.
I am drawn to problems of all shapes and sizes: simple, stubborn, transient, transitional, complicated, undefined, visual, cognitive, personal, local, global, organizational, perceptual, big, small.
A selection of recent work is below. Or if you have a project you’d like me to work on, please email me.
recent highlights
Wieden+Kennedy. 2021-2024.
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 food 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, Cannes Lions, Clios, One Show, and the James Beard Foundation.