Zaid Al-Qassab is Global CEO of M+C Saatchi Group, the global creative solutions company. A driving force behind our global strategic proposition, Cultural Power, he championed the development of the Cultural Power Index, our proprietary AI-powered, diagnostic tool that helps brands drive growth by harnessing the power of culture. An award-winning marketer and business leader, Zaid has experience of customer-centric change management, digital transformation & brand-building in a wide range of sectors. He has previously served as Chief Marketing Officer at Channel 4, the UK’s public TV & streaming service for young and diverse audiences, where he led digital product, marketing, communications, media, digital content agency 4Studio, and creative agency 4creative, with whom he won the Cannes Lions Film Grand Prix. He took Channel 4 to Brand of the Year and was voted one of the UK’s Top 10 Marketers by Campaign. Prior to that, Zaid was Chief Brand & Marketing Officer of UK telecoms giant British Telecom and spent 20 years at Procter & Gamble leading UK, European & Global businesses, including Global Pantene, European Hair Care and UK Health & Beauty (where he led the integration of the Gillette, Wella & Clairol acquisitions, and also won Brand of the Year). He has served as Non-Executive Director of the Advertising Standards Authority, Board Trustee of the international development charity Water Aid, and is Chair of the Marketing Group of Great Britain for 2025–26. Zaid graduated from Oxford University in PPE (Philosophy, Politics & Economics). He is a passionate champion for inclusion, believing diversity of characteristic & thought are crucial components of winning teams. He is a member of BAFTA, a live music and theatre fan, and supports Manchester United.