London, United Kingdom – M+C Saatchi Group has appointed Karen Boswell as its new global CEO of digital experience, performance & consulting, as the agency continues to sharpen its focus on data, AI, and marketing technology. Boswell will join the company in July 2025, taking charge of its media and consulting operations, as well as its growing Intelligence unit.
In her new role, Boswell will oversee the strategic direction of digital experience, digital media, consulting, data, and technology initiatives. She will also be part of the Group’s executive leadership team, managing profit and loss across media and consulting divisions, and leading efforts to integrate artificial intelligence and marketing technology into client solutions.
Boswell brings a strong background in customer experience and brand transformation. Most recently, she served as global chief experience transformation officer at VML, working with clients including Boots UK & Ireland, Ford EU, and PwC Global. Her previous roles include chief experience officer for EMEA at VML, managing director of The Pharm (WPP’s dedicated agency for Boots), and head of innovation at adam&eveDDB. She has also held senior roles at AKQA and LBi and is a qualified executive coach.
“Karen is a truly client-centric leader, with a deep understanding of how to combine data, creativity, and technology to drive transformative growth,” said Zaid Al-Qassab, CEO of M+C Saatchi Group. “Her appointment is a powerful step forward in realising our ambition to keep our clients at the cutting edge of marketing innovation.”
Commenting on her new role, Boswell said, “Growth today requires more than great marketing – it demands cultural intelligence, sharp technology and brave creativity. That’s what M+C Saatchi is built for. I’m energised to shape the next wave of transformation with our clients and teams.”
In addition to Boswell’s appointment, the agency confirmed that Rhonda Hiatt will step into the role of CEO of M+C Saatchi Consulting on a permanent basis, after serving in the position on an interim basis. Hiatt has played a key role in unifying the firm’s consulting operations and spearheading the launch of new initiatives, including the Cultural Power Index.
Boswell’s appointment follows the recent appointment of Dani Bassil as CEO of M+C Saatchi Group AUNZ, which will take effect in August this year. As part of this move, Justin Graham will step down from his role as CEO of M+C Saatchi Group APAC later this year.
