Above+Beyond hires Matt Sadler as its first Head of Strategy

Mar. 28, 2017

Above+Beyond has boosted its strategic offering by appointing Matt Sadler as its first Head of Strategy.

Sadler joins the agency from Karmarama where he was Planning Director and will lead Above+Beyond’s growing strategy team.

Sadler is Above+Beyond’s most senior strategic hire since Zaid Al-Zaidy, former CSO at McCann London, Mother, and TBWA London, joined the agency as CEO in May 2016.

Sadler will further develop the agency’s audience age proposition and will lead strategy across all key agency accounts including Amazon, Betway, Meantime Brewing and Ornua. He reports directly to Zaid Al-Zaidy.

Sadler has spent the past five years at Karmarama, where he led the planning of Cobra’s "Live Smooth" re-launch, helping Cobra to become the fastest growing world beer in the industry top five. He was also instrumental in many Karmarama pitch wins, including Cobra, ao.com, Zuto, Blinkbox and eHarmony. Last year Sadler picked up a Silver IPA Effectiveness Award for Plusnet’s “We’ll Do You Proud” campaign.

Sadler has previously 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).

In keeping with Above+Beyond’s cultivation of an entrepreneurial culture, Matt is the co-founder of Two Fingers Brewing Co - the only beer brand that gives back to the guys that drink it, by donating all profits to Prostate Cancer UK, and the Winner of Best Craft Beer Innovation at the International Beer Awards. The beer is stocked in Tesco and Ocado nationwide and has sold over 180,000 bottles, raising over £18K for charity and spreading prostate cancer awareness in over 20 million people. 

Zaid Al-Zaidy said:

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

 

Matt Sadler said:

Above+Beyond is a disruptive and progressive agency working with some brilliantly disruptive and progressive companies.  I’m thrilled to be joining the team and leading brands into the audience age.