Generative AI is revolutionising industries, including marketing. By providing innovative tools for brand growth while challenging us to think ethically. Whether it’s the democratisation of creativity or potential cost savings, the importance of understanding and integrating AI is undeniable.The future promises thrilling possibilities, where creativity flourishes and innovation knows no bounds. But it also demands a thoughtful, responsible approach, guided by principles that value human ingenuity, ethics, and authenticity.The following guide provides a set of principles for marketers to balance enthusiasm with conscious action. For those who want to embrace Generative AI thoughtfully, following these principles helps maximise opportunities while minimising risk.Complete the form and download our guide now.

AI and Marketing: The Minds that Merge

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 A new age of creative collaboration calls for new principles.

Zaid’s appointment will be effective on 13th May 2024 subject to the completion of normal regulatory due diligence by the Company's Nomad, following which Zillah Byng-Thorne, acting Executive Chair, will return to her role as Non-Executive Chair of the Company.Zaid brings an extensive track record of advertising and marketing leadership, managing global teams and brand-building expertise. Most recently, he was Chief Marketing Officer (CMO) at Channel 4.Zaid held the CMO role at Channel 4 from 2019 where he was responsible for marketing, digital, product, communications and PR, advertising, media and continuity, its award-winning in-house creative agency 4creative, and its digital content and brand entertainment agency 4Studio. Under Zaid’s leadership the broadcaster gained a place as the top brand and #3 creative agency in 2023 (Campaign Lists), and he was voted one of the UK’s top ten marketers by Campaign in 2023.He was previously the Chief Brand &amp; Marketing Officer of BT plc, where he led the BT, EE, Plusnet &amp; Openreach brands. He also spent 20 years at Procter &amp; Gamble, in marketing and commercial roles, including as Managing Director of the Health &amp; Beauty division for the UK &amp; Ireland. Zaid currently serves as Non-Executive Director of Advertising Standards Authority, a role he has held since 2018.Zillah Byng-Thorne, Executive Chair, said:&nbsp;“We are delighted to have attracted someone of Zaid’s calibre to lead M&amp;C Saatchi into its next phase of growth. Zaid has proven leadership qualities, has managed global teams, and his client-centric focus, dynamism and commercial acumen will be highly valuable as we look to accelerate our growth trajectory.“The advertising and marketing landscape is fast-moving and a modern, forward-thinking, agile leader like Zaid will help shape M&amp;C Saatchi for excellence on the global stage, supported by our exceptional regional leaders across the UK and globally. It is truly an exciting moment for us.”Zaid Al-Qassab said: “I have long admired M&amp;C Saatchi’s creativity and industry-leading work and I am delighted to be joining one of the most recognised advertising brands in the world. I believe M&amp;C Saatchi has a unique growth opportunity, capitalising on its combination of advertising and specialist marketing services, and its unrelenting focus on creative solutions built on client understanding, with an agile, global, integrated offer.”&nbsp;Read more news from M&amp;C Saatchi Group <a href="https://mcsaatchi.com/change">here</a>.

Zaid Al-Qassab appointed as new M&C Saatchi global CEO 

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We are delighted to announce the appointment of Zaid Al-Qassab as Chief Executive Officer (CEO) following a comprehensive search process.

RISE.365: Changing Narratives

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M&C Saatchi UK, RISE.365 and Clear Channel UK joins forces for the campaign challenging everyday biases held in UK society

Our award-winning marketing agency, M&amp;C Saatchi Sport &amp; Entertainment, has announced a significant upweighting to its leadership team alongside a pivotal hire in the cultural impact space. The appointments come in the wake of the most successful year to date with revenues up 20% year on year.Four Managing Partners, Lois Kettlewell, Jenny Mitton, Nicola Murray and Ross Watson, have been appointed from within to drive the agency’s continued trajectory of growth. Jenny Mitton and Ross Watson will oversee the agency’s sport team with Lois Kettlewell and Nicola Murray running the Entertainment division. They will also steer key areas of the business such as women’s sport, production, experiential, social &amp; creative output. The partners join the SLT and report into UK CEO, Jamie Wynne-Morgan.The newly created role, Head of Cultural Impact, sees the exceptional Bukola Garry join the business from Adam&amp;Eve. Garry brings a wealth of strategic &amp; behavioural change experience to the agency. She will lead the agency’s ‘Step Up’* offer and integrate diversity and inclusion across the agency’s output, continuing the agency’s commitment to making passions more inclusive. The agency has long delivered purpose-led campaigns including Coca-Cola’s <a href="https://mcsaatchi.com/change/work/coca-cola-premier-league">‘Where Everyone Plays’</a> campaign, <a href="https://mcsaatchi.com/change/work/barclays-football">‘It All Starts with a Chance’</a> with Barclays and most recently Absolut's culture campaign, <a href="https://mcsaatchi.com/change/work/absolut-choir">‘The Absolut Choir’,</a> which raised the volume of topics including body positivity, disability awareness and trans rights.UK CEO, Jamie Wynne-Morgan comments: ‘This is a really exciting time for us an agency; welcoming in a new era of leadership, creating a defining Cultural Impact role, and growing our powerhouse team of passion specialists. As a discipline neutral, passion marketing agency, our offering for clients is constantly evolving as we tap into new areas of growth. The elevation of the four partners, accompanied by Bukola, reflects this, as we continue to push the boundaries of our creativity and remain the leading passion marketing agency in our space’.M&amp;C Saatchi Sport &amp; Entertainment was this year awarded Sport Industry’s Agency of the Year for the seventh time, UK Sponsorship Large Agency of the Year for the third time and ranked amongst Europe’s Top 50 Inspiring Workplaces. Its client list now tops 60 global brands, with retained clients including adidas, Absolut, Barclays and Heineken. As a result of an impressive haul of new business wins, the agency doubled its profit in 2022 and has since grown its team from 65 to over 100 staff.&nbsp;See more new from M&amp;C Saatchi Group <a href="https://mcsaatchi.com/change">here</a>.

New Leadership Team and Cultural Impact Hire for M&C Saatchi Sport & Entertainment London

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Lois Kettlewell, Jenny Mitton, Nicola Murray and Ross Watson promoted to Managing Partners with Bukola Garry joining as Head of Cultural Impact.

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An app that's designed to connect with young people, and their grown-ups, to better understand the value of money.With their own Kit account and prepaid card, kids can manage their own earnings, saving, and spending through fun, experiential learning. Kids can earn money on ‘chores PayDay’, create savings ‘Stacks’, access their money through an ATM and tap their card to make purchases. In Boss Mode, parents have access to sophisticated controls such as spend limits and card and PIN protection, which can be tailored to each child in the family. “Kit has been an amazing experience to be involved in from concept through branding and helping design the digital product too. It’s been a true partnership between Re and the wonderful team at Kit and X15 who challenged us to push our thinking and vice versa" says&nbsp;Andy Thomas, Executive Creative Director at Re

Re team up with Commonwealth Bank to help launch Kit 

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Africa’s first digital domain Africarare, is a 3D virtual reality immersive hub that houses a&nbsp;metaverse marketplace set in Ubuntuland. Ubuntuland will showcase some of the best of African art, fashion, entertainment, sport, tech and creativity and will provide a platform for artists from across the continent to showcase their work.“The unique afro-themed metaverse establishes local representation in a growing global&nbsp;digital universe and will open our continent up to significant digital and economic growth opportunities for both talent, clients and industry colleagues to come together to solve business and even societal challenges with creativity,“ says Mike Abel, M&amp;C Saatchi Group South Africa founding partner and CEO.“This aligns with our own very clear commitment to pushing the bounds of South African&nbsp;capabilities and creativity in the work we produce across the continent. We love a good problem as a team, and we believe that creativity is the most significant key to solving these. Creating a virtual home for this is a very natural and fluid extension of our ability to do exactly this,” he says.Investing in the first African metaverse allows M&amp;C Saatchi Abel and its partners access to&nbsp;a global network through social technology designed to remove terrestrial borders and open up trade, collaboration and regional or global partnerships. Beyond just business opportunities and social interaction experiences, M&amp;C Saatchi Abel Ubuntuland unlocks an accessible home for economic opportunities, decentralised access to global creativity and best practice, as well as skills and knowledge sharing.Moray MacLennan, CEO comments: “No one knows precisely what the metaverse will look&nbsp;like when our children are no longer children, but anyone with a slither of imagination knows that it will open a new world of opportunities for our clients, and that they will need our industry’s imagination to make the most of it. Get on board. Now."Ubuntuland is created by Mann Made and will be open to public land sales from 2nd or 3rd&nbsp;quarter of 2022 as the team continue to work on the build for their Afro-futuristic world of proudly local creativity. Together with Mann Made, M&amp;C Saatchi Abel and Africarare will create a cultural, social, and commercial destination for African creativity in the metaverse.“For us it’s all about building a thriving engaged community and ecosystem in Ubuntuland&nbsp;as we develop this new metaverse. We are thrilled to be working with one of Africa and the worlds most talented creative agencies as we focus on unlocking Africa’s best talent and connect Africa to the global digital economy,” says Mann Made Media &amp; Africarare CEO, Mic Mann.This planned inclusive world for African creativity will allow creators to be inspired by -&nbsp;and add to - cultural experiences as well contribute to and profit from various commercial opportunities. The virtual hub is also intended to house the largest collection of African contemporary art from the M&amp;C Saatchi collection, host sport and entertainment experiences, establish an open-source platform to share skills and learnings; and will host workshops from agencies across the M&amp;C Saatchi Group.Central to interacting in the metaverse are Non-Fungible Tokens (NFTs). These digital&nbsp;assets or tradable tokens are created from art, music, videos, pop culture references or unique creative creations that can be bought and sold online. The concept of engaging with and trading on creativity and its value and relevance to individuals is one that is deeply rooted in the agency’s 12+ year run working with South African and international brands. The virtual marketplace will provide the perfect platform for any creative to develop and monetise its creative product as an NFT.“We aim to give Africans the access and resources they need to unlock their creative fire&nbsp;power from the home base of Africa’s digital creative destination – M&amp;C Saatchi Abel Ubuntuland. Using our capabilities as industry leaders, we can enable and empower Africa to grow and flourish on a global playing field,” concludes Abel.

M&C Saatchi enters the Metaverse 

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Pirelli: Power is Nothing without Control

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M&C Saatchi Thinks

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Minderoo Foundation: The Plastic Forecast

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In partnership with Minderoo Foundation we have created a disturbing new weather forecast to make fossil-fuel plastics history.

Looking for something else?

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