Former Netflix Executive Bolsters Havas' Triptk London's Leadership Team

May. 03, 2023

TRIPTK, Havas' global brand transformation studio, has appointed Alex Cripe as Managing Partner, Strategy and New Ventures, TRIPTK London, where he will report to Sam Hornsby, CEO, TRIPTK. 

Over the last year, Cripe has been consulting with TRIPTK and will be the newest executive hire for their London office led by Siobhan Stoves, Managing Partner, TRIPTK London. Cripe joins TRIPTK from biotech R&D SaaS company Benchling, where he was most recently the interim Head of Brand, leading global brand and content development. He brings 15 years of brand strategy experience with top-tier innovation agencies and client-side brand leadership roles.   

Throughout his career, Cripe has worked for an extensive client list of some of the most influential global brands, including Nike, PepsiCo, Balmain, Microsoft, Freeform/Disney, eBay, Dropbox, Citi, LEGO, Target and Sephora. Previously, he was a TRIPTK client partner leading global brand strategy for Netflix Consumer Products. He also worked as the EVP, Strategy of brand experience company Superfly, where he built revenue streams for the future of entertainment and large-format brand experiences. 

In this new role at TRIPTK London, Cripe will be leveraging his consumer insights, innovation and partnership expertise to drive transformative brand strategies, new revenue models and strategic venture initiatives.

Cripe joins TRIPTK London at a time of transformative change and disruptive growth for the company, following several new business wins over the past few months. Since it was founded in 2018, TRIPTK has grown by 400% and established a global footprint with a data and analytics hub in Amsterdam, a design studio in Mexico City and regional hubs in London and Singapore. 

TRIPTK offers deep global specialist capabilities and a thoughtful practice of brand transformation from a team of talented strategists, cultural theorists, semioticians, designers, researchers and data scientists. With the company’s expansion, TRIPTK has been broadening its ability to partner with clients to reimagine and refine their propositions, products and experiences.

TRIPTK London launched in September 2022 with clients including Diageo, WeTransfer and Rothy’s and has made several notable hires including Peter Thickett, Strategy Director, TRIPTK London, to expand their team. Currently, TRIPTK’s global client portfolio includes Mars, PepsiCo, Marriott International, Guinness, SoulCycle, Equinox, Vans, Netflix, T-Mobile and Estee Lauder.

Alex Cripe, Managing Partner, Strategy and New Ventures, TRIPTK London, said:

“It’s an exciting and distracting time for brands as they navigate a wildly complex world. A big reason I’ve joined TRIPTK is their consistent ability to help senior leaders focus on what’s important for growth—connecting with more humans by designing more human businesses. I couldn’t be happier to be a part of the next chapter in the story.“

 

Sam Hornsby, CEO of TRIPTK, said:

"Alex has been partnering with TRIPTK in a consulting capacity for 12 months and has proven himself to be an incredible, empathetic and supportive leader to TRIPTK’s multidisciplinary team. We’re very excited to bring his expertise in consumer products and brand strategy to strengthen the London hub."