Alex Gervais

Managing Director in Tokyo, Japan


Originally from Canada, I have been living and working for the last 9 years in Tokyo, Japan.

This is where I co-founded YF Agency, a brand consultancy that believes in finding those moments where strategy coexists with creativity; where the differences come together to create something unexpectedly new to establishes long-term relationships with our clients to develop the foundations for mutual growth and success.

Over the years I’ve also co-founded DOT, an advisory that provides consulting services to Distributed Ledger Technology (DLT) and blockchain projects; SOUDESUNE, a design studio and Royal Steam Co., an online shop introducing vaping products to the Japanese market.

Add to this a few years as a freelance consultant in Digital Marketing for both small and large corporation and you have a pretty good picture of what kept me busy since graduating with a Master of Science in Business back in 2007.

To summarize what I do in a few words: I optimise sh*t.