M&C Saatchi appoints new group chief strategy officer

M&C Saatchi Group UK is strengthening its integrated leadership team with the appointment of a new group chief strategy officer, as the agency continues to drive its “cultural power” proposition.

Gen Kobayashi joins from global communications agency Weber Shandwick, where he was chief strategy officer UK & EMEA, leading strategic integration and earned-first planning across the agency’s global client base.

During nearly three years in this role, he championed earned-first thinking, embedding strategy at the heart of the agency and shaping a global approach to planning. He spearheaded the Sky pitch win and drove organic growth for Mars and Unilever, as well as leading innovative work such as Knorr Supercube, where cultural and behavioural insights led to the creation of a stock cube designed for people with heightened taste perception.

He also commissioned the IPA’s Earned Effect research, proving that brands leading cultural conversations are 2.5 times more likely to drive profit growth.

Over his 22-year career, Kobayashi has worked at agencies including Mindshare, Manning Gottlieb OMD, Goodstuff, DLKW Lowe, Adam & Eve DDB, The Brooklyn Brothers, Ogilvy, and Engine.

He brings a diverse and cross-discipline background to his new role, with experience spanning media, comms strategy, brand strategy, and earned comms.

In his new role, Kobayashi will lead the agency’s strategic vision, and work to elevate strategic thinking across the business, ensuring “cultural power” is embedded in every aspect of brand strategy and creative output.

He will work closely with group chief executive Jo Bacon, and the wider integrated leadership team, to drive cultural-first planning.

Bacon said: “Gen is an exceptional strategist who truly understands the intersection of culture, creativity, and commerce. He is a brilliant example of a T-shaped thinker—starting in comms and media, moving into major brand strategy roles, and most recently leading strategy at one of the world’s biggest PR agencies.

“That breadth and depth of experience is exactly what M&C Saatchi needs. We’re excited to see how he shapes our approach and helps brands unlock the commercial potential of cultural thinking.”

Kobayashi added: “In a world where most agencies are focused on automation and efficiencies, very few are truly talking about people, but behavioural change is driven by people, through cultural frameworks.

The ambition here is huge, and the momentum across the agency is undeniable. M&C Saatchi is a heritage brand, but the hires it’s making and the work it’s delivering make it feel more like a startup. That energy, that entrepreneurial spirit, and the chance to shape something new is what makes this so exciting. I can’t wait to get started.”