Alexander Novicov believes we can all discover the invisible power of purpose and use creative storytelling to make a positive change.

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 on 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, Way Productions, Way Studios 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.

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.