Archetypes, Inc. Appoints Michael Mendenhall as Chief Executive Officer

  Archetypes, Inc. Appoints Michael Mendenhall as Chief Executive Officer

Business Wire

NEW YORK -- November 13, 2012

Archetypes, Inc. today announced the appointment of Michael Mendenhall as
Chief Executive Officer, overseeing all divisions of the new multimedia
lifestyle company that helps people better answer the questions, “Who am I?”
and “What is relevant to me?” through the lens of archetypes. Archetypes, Inc.
includes, Archetypes Productions, Archetypes Publishing and
Archetypes Brands.

As both a Co-Founder and Chief Executive Officer of Archetypes, Inc., Mr.
Mendenhall will leverage decades of experience building great brands, both in
the consumer technology and entertainment/media spaces.

Mr. Mendenhall said, “Having seen from my past experience the importance of
data and true personalization, I am honored to build and lead a company that
is redefining persona and identity in a way that not only engages and
entertains consumers, but also changes how they think about themselves and
others. I look forward to working with a world-class team.”

“I believe Michael Mendenhall to be one of the greatest visionaries of our
time. His experience in storytelling and content creation, technology and new
media, and building inspirational brands is a gift,” said Cristina Carlino,
Founder and Executive Chair at Archetypes, Inc. “Under Michael’s leadership,
Archetypes, Inc. is positioned to transform how people connect with each

Mr. Mendenhall will continue to serve as President of REVOLATE Holdings, a
holding company whose various investments include Archetypes, Inc., LIPMAN
advertising agency, ProCamps Worldwide, UNREAL Brands, Nic & Zoe, and Spartan

From 2007 to 2011, Mr. Mendenhall was Senior Vice President and Chief
Marketing Officer at Hewlett-Packard, where his organization directed all
aspects of the Fortune-10 company’s corporate marketing operations globally,
including brand strategy, digital strategy, integrated design, strategic
partnerships, customer intelligence, and among other responsibilities.

Before Hewlett-Packard, Mr. Mendenhall spent seventeen years at the Walt
Disney Company, culminating in his position as Executive Vice President
managing global marketing and communications for Walt Disney Parks and
Resorts, a $10 billion business across North America, Europe, and Asia.
Previously, Michael held several senior marketing positions at the company,
including President of Marketing and Synergy at Walt Disney Studios, leading
teams that developed strategic content and product plans across Disney’s suite
of iconic franchises.

Mr. Mendenhall has overseen work that won a number of prestigious awards,
including an Emmy and the 2000 and 2001 Silver Lion’s Best Corporate Campaign
Award at the International Advertising Festival in Cannes, France.

Mr. Mendenhall will also serve on the Board of Directors for Archetypes, Inc.,
and continue his roles on the Board of Directors for Spartan Race and
President of REVOLATE Holdings, LLC.

About Archetypes, Inc.

Archetypes, Inc. is a personal lifestyle company that better equips people to
answer the questions, “Who am I?” and “What’s relevant to me?”. The company is
founded on the philosophy of archetypes, a psychology made relevant for
today's culture and time. Archetypes, Inc. includes,
Archetypes Productions, Archetypes Publishing and Archetypes Brands.
Archetypes, Inc. was formed in August 2011 by Cristina Carlino, the company's
Founder and Executive Chair. Other Co-Founders include Michael Mendenhall,
Chief Executive Officer of Archetypes, Inc. and President of REVOLATE
Holdings; Andy Spellman, Chairman and CEO of REVOLATE Holdings; and David
Lipman, Chief Creative Officer of LIPMAN. Archetypes, Inc. is based in New
York, NY. For more information on Archetypes, Inc. visit:


For Archetypes, Inc.
Sara Kallison, 212-857-9382
Michele Choi, 646-553-3533
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