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Above+Beyond Creative

Above+Beyond poaches Karmarama’s Sadler for head of strategy role


By The Drum Team, Editorial

March 28, 2017 | 2 min read

Above+Beyond has snapped up Karmarama’s planning director Matt Sadler as its first head of strategy.

Matt Sadler (left)

Matt Sadler (left) has joined Above+Beyond.

He will head up the agency’s strategy team, working to bolster its ‘agency for the audience age’ proposition alongside steering all its key accounts including Amazon, Betway, Meantime Brewing and Ornua. He will report directly to chief executive Zaid Al-Zaidy, who joined the business last May.

“Matt is a true creative entrepreneur with a big brain,” said Al-Zaidy. “He will ensure that we continue to help our clients to land their brands in culture by making work for every audience moment.”

Sadler spent five years at Karmarama where he led the strategy for Cobra beer’s big relaunch which subsequently revived interest in the brand. He is also said to have been instrumental in many Karmarama account wins including the aforementioned beer as well as, Zuto, Blinkbox and eHarmony.

Prior to Karmarama, Sadler held planning roles at Leith, Fallon and Havas (then Euro RSCG London) and last year became one of the first members of the advertising industry to be awarded an Accredited Membership of the IPA (MIPA).

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