This Girl Can head Kate Bosomworth appointed as M&C Saatchi CMO

Some of the This Girl Can creative

M&C Saatchi has tapped Kate Bosomworth as its new chief marketing officer (CMO) whereupon it will make use of her two decades in the industry largely facing sports clients.

Bosomworth is perhaps most widely known for running the envied This Girl Can campaign for the Board for Sport England, while also sitting on the UK Government’s Sport & Business Council. For 15 years Bosomworth also ran Speed Communications, standing down back in December 2016 to freelance a group of clients while also helping to develop women’s sport.

Bosomworth said: “M&C Saatchi is one of the biggest agencies in the world and I love the principles upon which the agency was built.

“My career has covered a wide range of sectors, not just commercial but the political sector too, which will help me to work closely with the agency’s strong history of clients but also bring a different and fresh perspective to the business, its offering and products. I am hugely excited about being part of this new chapter at the agency.”

It marks Giles Hedger’s first appointment since joining the company as chief executive back in May.

On the appointment Hedger added: “Kate has a formidable energy, a unique blend of experience, and all the irresistible charisma of an agency entrepreneur. I have long wanted her to be part of the team, and I know that the M&C Saatchi brand will be stronger and more famous in her expert hands.”

The appointment comes as the agency has come under the microscope for comments from chief creative officer Justin Tindall, who received flak for saying he was "bored of diversity being prioritised over talent" in an opinion piece. The appointment of the mind behind the celebrated This Girl Can campaign may silence some critics of the agency.

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