Tag: M+C Saatchi

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.

Australia – M+C Saatchi Group has announced the appointment of Dani Bassil as CEO of M+C Saatchi Group AUNZ, effective August 2025. This newly created role is responsible for the Australia & New Zealand businesses in advertising, consulting, and Passions & PR entities, including Sport & Entertainment.

Dani brings a wealth of experience across a wide variety of marketing, advertising and digital capabilities.

Most recently she was CEO of Clemenger BBDO Australia. Previous roles include CEO of Digitas UK at Publicis, Managing Partner at JWT UK at WPP, and leadership roles in operations, and account management at Grey, W+K, VCCP and Mother. She started her career at Ogilvy Sydney.

Speaking on her appointment, Dani said, “I’ve admired the M+C Saatchi brand for as long as I can remember. To be able to bring all of my experience in brand, consulting, media and digital together to lead this group of incredible businesses is so exciting for me.”

She added, “How we drive value and growth for clients through strategic thinking and cut through with powerful creative and brand ideas is what I get out of bed for, and there’s no better agency brand than M+C Saatchi to partner with clients to achieve this. I can’t wait to get started.”

Meanwhile, Zaid Al-Qassab, global CEO at M&C Saatchi Group, commented, “I’m excited to welcome Dani to the helm of our Australia and New Zealand businesses. Her broad leadership experience and client centric approach will power the agency forward, and her vast digital expertise is what’s most needed in the next phase of our journey to give brands Cultural Power. I’m excited to see what magic she can make.”

As part of this move, Justin Graham will step down from his role as CEO of M+C Saatchi Group APAC later this year. As part of a broader realignment, the Asia business will transition to being led from the Singapore HQ. Justin will remain in his Sydney-based role until then to help guide the handover and support Bassil as she steps into the CEO AUNZ role.

Joining the agency from Droga5 in 2013, Graham’s 12 years at M+C Saatchi have included 6 years as group CSO Australia, before being promoted to the role of CEO ANZ in 2020. Following an impressive period of growth and creative recognition for the business, Graham was promoted to the global advertising lead role in 2022, before assuming his most recent role as APAC regional CEO.

“It has been a privilege to lead the exceptional M+C Saatchi teams locally and around the network over my time; as a self-professed life learner, it’s been a ride. 

‘I’m grateful to Zaid and all the brilliant people I have been fortunate to partner with over the years; my immediate focus is to set up Australia and the key markets in the region for ongoing success,” Justin said.

Speaking on Justin stepping down from the agency, Zaid Al-Qassab said, “Justin has played a critical role at M+C Saatchi, first as a chief strategist, then successful CEO, and most recently leading our APAC region. When I joined the business in May last year, I spent my very first day in our Sydney office to see first-hand the work of the most awarded region in our network. Justin has been a brilliant partner, and whilst I will miss working with him, I am grateful for the legacy he leaves behind.”

He added, “At M+C Saatchi Group, we are committed to our leaders and long-term succession planning. As such, over the last few months, Justin and I have been working closely to identify the best leadership succession for key markets in the APAC region, and in particular our Australian and New Zealand businesses.”

Graham will continue in his director roles for both the Advertising Council (ACA) and social impact organisation, Unltd.

Kuala Lumpur, Malaysia – M+C Saatchi Group Malaysia has announced the rollout of a bold new brand identity, as well as officially launching ‘Cultural Power’, its proprietary approach that dives beneath surface data to surface the cultural truths driving consumer behaviour.

‘Cultural Power’ is the advantage M+C Saatchi Group creates by leveraging a three-part approach. First, through ‘Deep-Cultural Diagnostics,’ they combine AI-enhanced analysis with expert-led workshops to uncover unspoken values, symbols, and societal tensions. 

Next, these insights are transformed into a ‘Strategic Springboard,’ directly informing creative strategy to ensure authenticity and emotional resonance. Finally, with ‘Real-Time Tracking,’ they monitor ongoing shifts in cultural perception, enabling brands to adapt and maintain their relevance in a rapidly evolving landscape.

Meanwhile, the rebrand introduces the signature “+” motif across all assets, from office signage and social profiles to email signatures and client credentials – symbolising the fusion of global creativity and local cultural insight. A refreshed website landing page and updated digital touchpoints now carry the Cultural Power banner, underlining the agency’s sharpened focus.

Justin Graham, CEO for APAC at M+C Saatchi Group, said, “While data shows us behaviours, culture reveals the values and tensions behind them. Our Cultural Power framework helps brands tap into that deeper layer – uncovering insights that drive strategy rather than merely validate it. That’s how we create work that’s both impactful and socially and culturally relevant.”

Meanwhile, Lara Hussein, CEO and founder at M+C Saatchi Malaysia, commented, “Cultural Power is not just how we think and work—it’s our lens for understanding audiences and knowing exactly what to say to them. In Malaysia, CP has been the underlying springboard for many of our festive campaigns—from Axiata’s ‘Getaran Story’ to CelcomDigi ‘5 Sekawan.’ This identity refresh cements our commitment to embedding cultural knowledge at every stage, enabling clients to connect on both strategic and human levels.”