# M+C Saatchi Group's Global CEO: When a client CMO leads an agency – Zaid Al-Qassab

Page: https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269/m-c-saatchi-group-s-global-ceo-when-a-client-cmo-leads-an-agency-zaid-al-qassab
Text version: https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269/m-c-saatchi-group-s-global-ceo-when-a-client-cmo-leads-an-agency-zaid-al-qassab.md
Podcast: [The Immortal Life of Agencies](https://stenobird.com/podcast/the-immortal-life-of-agencies-6797269)
Published: 2026-03-03T03:00:00+00:00
Episode link: https://the-immortal-life-of-ag.captivate.fm
Audio file: https://episodes.captivate.fm/episode/641c4b17-33ed-4b78-a7e5-44adf4aebefd.mp3
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Duration seconds: 2358

## Resource

Today’s guest is Zaid Al-Qassab, Global CEO of M+C Saatchi Group. Fascinatingly, having been client-side CMO with the likes of P&G, BT and Channel 4, this is his first agency role. So his rare perspective is gold dust. Zaid explains why agencies must stop talking to themselves and start truly understanding the complexity faced by modern CMOs – not least how the old brief-led model is being replaced by the need for orchestration. He shares how M+C Saatchi has repositioned itself around ‘Cultural Power’ and why that can – and should – be measurable. The conversation also explores AI, productisation and why agency leaders must make a stronger case for embracing a changing market. HIGHLIGHTS: [03:00] Agency navel gazing [06:28] Treating agencies as partners [07:47] Searching for a new model [11:14] Flexible orchestration [14:08] A former CMO’s advantage [17:32] The Goldilocks zone [22:22] Cultural Power as a proposition [30:35] AI as a democratizer [36:01] AI and the future of work [38:06] Three things that matter MORE ABOUT ZAID: LinkedIn: linkedin.com/in/zaid-al-qassab HOST SOCIALS: LinkedIn: linkedin.com/in/robinbonn Twitter: twitter.com/robonn MORE ABOUT CO:DEFINERY: Website: codefinery.com Book: Market of One Mentioned in this episode: Get Co:definery's diagnostic questionnaire Is your agency really as differentiated as you think? And have you fully embraced the commercial disruption that AI is bringing? To find out, take five minutes to complete Co:definery's diagnostic questionnaire. It's quick, free, and thought provoking, and you get a tailored report with practical guidance for sharpening your competitive edge. Visit codefinery.com/dq

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