Alex Willcock

Alex Willcock is the founder and CEO of Imagini, the owner of VisualDNA technology. In 2009, Alex Willcock was granted a patent for Imagini's Method and system for computerized searching and matching multimedia objects using emotional preference.

Alex Willcock is married to Charlie Kinsman with whom he has three children, Song, Otter and Hero. His first wife was Sophie Conran with whom he has two children, Felix and Coco.

Previous positions

Prior to his venture into enabling a relevant and humanized web, Willcock was a figure in the design and retail industries.

Alex Willcock Associates 1984-1989

Between 1984–1989, he ran his own furniture, interior design and manufacturing businesses, which enabled him to live and work in Australia for nearly two years. He had both corporate and private clients including Sir Terence Conran, the Storehouse Group and the actor John Cleese.

Country Road 1990-1995

In 1990, an Australian fashion retailer, Country Road, approached him to help set up and develop a range of home stores called Country Road Homeware. Within two months of joining, he became General Manager of the Home division with vertical responsibility from concept to customer.

Conran Group 1995-1999

In 1995, Sir Terence Conran asked Willcock to return to the United Kingdom to take up the dual role as Buying and Marketing Director for the shop group and to head a new initiative to be called Conran Collection. He later went on to become Creative Director for The Conran Group and spearheaded corporate social responsibility projects such as ethical sourcing of products.

As Buying and Marketing Director, Willcock oversaw the buying and marketing teams who, with Sir Terence Conran himself, were jointly responsible for the development of new product lines. Willcock was also responsible for developing Conran Collection, from watches and pens, cutlery and glass, blankets and sheets, vases and office accessories through to furniture and rugs.

When he later became Creative Director for the group, he and the Conran Studio team also undertook brand development projects for clients such as the re-invention of the Lancôme brand, the extension of the Michelin brand, and for British Airways the design of the new interior for Concorde.

Ethical sourcing at Conran

Willcock’s role as a buyer had taken him to many different countries, most of which were in the developing world.^{[citation needed]} It was these experiences that encouraged him to commence an ethical sourcing programme for the Conran Group in 1996. This programme, supported by the main board, commenced with extensive research, which, in turn, unearthed a number of issues for the group regarding the potential of in-direct employment of children within a region of India. On the basis of this, Willcock instigated an initiative in India with a local NGO called ASK to commence the foundation of a sustainable education programme for working children and a health and safety initiative for their parents. It was through this exposure, Willcock felt compelled to leave conventional corporate life and start a business that was committed to bringing about positive change

Willcock left the Conran Group, of which he was one of only seven shareholders, and founded The Nest with Rachel Marshall and Russell Pinch in 1999.

The Nest 1999-2004

The Nest was founded as a one-stop-shop creative communication agency, with the aim of bringing together three conventionally incongruous elements; excellence in creativity, strong commercial understanding and a commitment to positive change and ethical business.^{[citation needed]}

From 1999–2004, The Nest pioneered many new initiatives in the creative arena, especially in its ethical approach to business which included the creation with Roo Rogers of a concept called ChangeMakers, which was further developed by the TV production company, Drive Thru Pictures and made into a series for the BBC.

The Nest worked with a diverse range of major clients including Selfridges, British Airways, MFI Retail, Sainsbury’s, Cadbury plc, W H Smith and Currys as well as smaller companies such as The Eden Project, Neal’s Yard Remedies and Miller Harris.