From Tech-Nerd to Digital Leader: Alfred Lagos of Lexlab Speaks Out

Alfred Lagos, founder and director at Melbourne-based Lexlab, has led the agency for five and a half years. Lexlab is a fully Australian‑owned digital advertising specialist, offering programmatic solutions across search, social, and digital out-of-home channels. Their approach focuses on objective‑based media buying, integrating the latest technology to create meaningful, high-performance campaigns.

Every day, Lagos looks ahead—evaluating new tech tools, troubleshooting for his team, and ensuring campaigns stay ahead of the curve. He describes his role in one word: “Tech‑Nerd.” His passion? Testing emerging technologies and weaving them into practical advertising strategies.

Lagos sees the industry’s biggest challenge as keeping pace with constant change. He also highlights a broader issue: the lack of hands‑on training in the market. “There are plenty of big thinkers, but not enough doers,” he says. This conviction is part of what drives Lexlab’s culture.

Key campaigns under Lagos’s leadership include:

• Liam Neeson’s Honest Thief – Lexlab led the #1 box office digital campaign, outperforming major Marvel releases.

• Cancer Council Australia’s Bowel Cancer Screening – Lexlab surpassed KPI targets for efficiency and site engagement, helping drive public health initiatives.

Lagos does not credit a single mentor, but instead draws inspiration from many, both positive and cautionary. His motto: “Embrace the difficult, because if it was easy, our clients would do it themselves.”

Outside of work, Lagos once played in an emo band that supported Shannon Noll—a fact few colleagues know. In five years, he aims to continue leading Lexlab while sneaking in more holidays.

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