Return on cultural power is a framework used by M+C Saatchi that aims to make culture measurable, accountable and commercially actionable.

The team will focus on building products, tools and measurement to help support the company’s creative work and prove the commercial value of the culture it creates, supported by new and emerging technology.

Boswell (pictured) was previously global chief executive for consulting, experience and performance, and is joined in the new team by Sarah Ellis-Davies as global AI strategy, partnerships and product lead and Nic English as head of effectiveness solutions.

Ellis-Davies will lead the next phase of M+C Saatchi’s AI strategy and help turn return on cultural power products into tools that help give teams insight into cultural trends.

English will build data, tools and methodologies to support return on cultural power products, having join the company from VML in June this year.

Boswell said: “The agency model has fundamentally changed. Every brand is asking the same question: what is culture actually worth to my business? The answer always starts with people. The ideas that move them, and the creative minds brave enough to make them. 

“Return on cultural power gives us the thinking. Now we’re building the data, the products and the agentic AI to prove its value for every client we work with.” 

Dame Heather Rabbatts, global executive chair at M+C Saatchi, said: “Our industry is changing what clients need from their agencies. We’ve spent the past few years transforming and connecting M+C Saatchi. Now we’re turning that foundation into new capabilities, stronger propositions and growth. 

“Karen’s new role, alongside Sarah and Nic’s appointments, puts our biggest priorities in the hands of specialist leaders.”