– Weber Shandwick’s Chief Strategy Officer UK & EMEA joins to lead strategic vision and further embed agency’s Cultural Power proposition
– Kobayashi has had a 22-year agency career spanning media, comms planning, brand strategy and earned comms
LONDON, Monday 7th April 2025 – M+C Saatchi Group UK has today announced the appointment of Gen Kobayashi as Group Chief Strategy Officer, strengthening its integrated leadership team as it continues to drive its Cultural Power proposition.
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, and played a key role in Weber Shandwick being named PR Agency of the Year at the Campaign Global Agency of the Year Awards.
Over his 22-year career, Kobayashi has worked at agencies including Mindshare, Manning Gottlieb OMD, Goodstuff, DLKW Lowe, adam&eveDDB, 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. He is also a regular Campaign columnist, a former Provoke Media Innovator of the Year, and was shortlisted as Campaign’s Planner of the Year during his time at Engine.
In his new position at M+C Saatchi Group UK, 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 Jo Bacon, Group CEO, M+C Saatchi Group UK, and the wider integrated leadership team, to drive cultural-first planning.
Jo Bacon, Group CEO, M+C Saatchi Group UK, 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 to further embed Cultural Power into everything we do. We’re excited to see how he shapes our approach and helps brands unlock the commercial potential of cultural thinking.”
Gen Kobayashi, new Group Chief Strategy Officer, M+C Saatchi Group UK, added: “When I spoke to Jo, Rob and Lolly about the Cultural Power proposition, it immediately struck a chord. I’ve always been a firm believer in the power of culture, and one of the first things I focused on at Weber Shandwick was how to get recognition for cultural conversations and coverage as a sustained driver of business impact. M+C Saatchi is putting culture at the heart of everything it does, and that’s what makes this opportunity so exciting.
“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.”
