Boswell (pictured) will oversee the company’s media and consulting work, as well as helping M+C Saatchi Group grow its intelligence function and expand its focus on marketing technologies, including AI.

In her new role, Boswell will lead the strategic direction of data, technology, digital experience, digital media and consulting across the group, sitting on the agency’s executive leadership team.

Boswell was previously global chief experience transformation officer at VML, and prior to that was chief experience officer Europe, Middle East and Africa at VML and managing director at The Pharm, WPP – a fully integrated and dedicated agency built to service Boots and No7.

Other former roles include head of innovation at Adam&eveDDB, and account and strategy positions at agencies such as AKQA and LBi.

As well as Boswell’s appointment, M+C Saatchi Group has also made Rhonda Hiatt, who has been operating as chief executive officer for M+C Saatchi Consulting on an interim basis, will take up that position permanently, effective immediately.

Zaid Al-Qassab, chief executive at M+C Saatchi Group, said: “Karen is a truly client-centric leader, with a deep understanding of how to combine data, creativity and technology to drive transformative growth.

“Her appointment is a powerful step forward in realising our ambition to keep our clients at the cutting edge of marketing innovation. She will work shoulder-to-shoulder with our regional CEOs, specialism CEOs, clients and partners to deliver our strategy and delight our clients, and I can’t wait for her to get started.”

Boswell added: “I’m energised to partner with Zaid and the incredibly talented teams across media, Consulting, Intelligence and beyond to shape the next wave of transformation with our clients to drive meaningful growth and impact.”