M&C Saatchi Group has appointed Karen Boswell as its Global Chief Executive Officer for Digital Experience, Performance, and Consulting.

Boswell will assume the role next month, taking charge of driving the agency’s global digital growth across key areas including digital media, performance marketing, and consulting.

The agency tasked Boswell with expanding its capabilities in emerging marketing technologies, particularly artificial intelligence.

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As Global CEO for Digital Experience, she will lead the evolution of M&C Saatchi’s digital strategy, strengthening the group’s Intelligence function and integrating data, product, AI, and tech-driven experiences across global markets.

In her new role, Boswell will oversee the group’s media and consulting profit centres. She will also sit on the executive leadership team, aligning digital strategy with client growth goals and advancing M&C Saatchi Group’s global digital growth agenda.

“Achieving growth in today’s world goes far beyond conventional marketing. It demands a deep understanding of culture, smart application of technology, and bold creative thinking. That’s the DNA of M&C Saatchi.

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I’m thrilled to collaborate with Zaid and the incredible teams across Media, Consulting, and Intelligence to help clients embrace transformation and unlock real value.”

Before joining M&C Saatchi Group, Boswell served as Global Chief Experience Transformation Officer at VML.

Her leadership experience spans several top agencies, including her roles as Chief Experience Officer for EMEA at VML, Managing Director at The Pharm (WPP’s bespoke unit for No7), Head of Innovation at adam&eveDDB, and senior strategy roles at AKQA and LBi.

Group CEO Zaid Al-Qassab welcomed her appointment, calling it a strategic step in advancing the agency’s digital growth. “Karen brings a rare blend of strategic, creative, and technical acumen.

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She is deeply focused on client outcomes and knows how to use data and technology to create game-changing solutions. Her leadership will be instrumental as we push the boundaries of innovation and performance for clients worldwide.”

In a related development, M&C Saatchi Group confirmed Rhonda Hiatt as Operating CEO after a successful period in the interim role.

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