Zaid Al-Zaidy

Zaid Al-Zaidy

Partner, CEO at Above+Beyond

London, United Kingdom


Zaid is an award-winning brand and communications expert with nearly 20 years experience across some of the world’s most iconic brands, both client and agency side.

At Unilever, Zaid propped up a generation's pulling power with the promise of the Lynx Effect. Over in adland, the scent of success followed him across senior strategic roles at Mother and TBWA, as MD of digital agency Saint and most recently as CEO of McCann London, where he led the agency's transformation agenda.

He is an elected member of the Council at the Institute of Practitioners in Advertising, a member of the Effie’s UK Steering Committee and was named by City A.M. as one of the UK's Top 30 most influential people in media, advertising and communications. He's even been Alan Sugar's advertising advisor on The Apprentice. But don't hold that against him.

Personnes avec qui j'ai travaillé

Mike Nicholson
Concepteur / rédacteur
Paul Pateman
Havas London
Emma Massey
Directeur de clientèle
Y&R London
Fabio Abram
Concepteur / rédacteur
Bráulio Kuwabara
Directeur artistique


Partner, Chief Executive Officer

London, United Kingdom
May 2016 - Actuellement ici (1 year)

Chief Executive Officer

McCann London
London, United Kingdom
May 2013 - January 2016 (2 years 8 months)

Chief Strategic Officer

London, United Kingdom
September 2010 - May 2013 (2 years 8 months)

Head of Int. Planning & Managing Director of Saint Digital

Y&R London
London, United Kingdom
April 2008 - September 2010 (2 years 5 months)

Strategy Director

Mother London
London, United Kingdom
March 2004 - March 2008 (4 years)

Global Marketing Manager, Axe/ Lynx

January 1996 - March 2004 (8 years 2 months)


Master of Arts (MA), Art + Politics of the Middle East

School of Oriental and African Studies, U. of London
1995 - 1996 (1 year)

MA Cantab, Social and Political Science, 2.i

University of Cambridge
1992 - 1995 (3 years)

Associations pro

Institute of Practitioners in Advertising, London

May 2015 - Actuellement ici (2 years)

Marketing Society,

March 2010 - Actuellement ici (7 years 2 months)


This is the Age of the Audience (Campaign Magazine)

July 2016
The history of advertising is the history of culture and society. Since World War II, we've seen four distinct eras of communication, each the child of its age. The age of function, the age of emotion and the age of ideology have brought us to where we are today. We are now in the age of the audience - where, for the first time, the people we are trying to reach are in the driving seat. We'd better know how to be welcome passengers

The Diversity prize is a great one, but are you ready for it? (Campaign Magazine)

29 January 2015
A response to the Diversity challenges set out by the IPA

SXSW: the new industrial revolution & digital frontier (Marketing Magazine)

March 2011
Two 'Disruptive' technology trends that marketers should note.

Three ideas for reinventing print media (The Guardian MediaNetwork)

March 2008
How to make print media a modern media.

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