Nadim Sadek (born October 1962) is an Irish-Egyptian

marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

entrepreneur and author. He resides in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...

Early life and education

Sadek was born to an

Egyptian ''Egyptian'' describes something of, from, or related to Egypt. Egyptian or Egyptians may refer to: Nations and ethnic groups * Egyptians, a national group in North Africa ** Egyptian culture, a complex and stable culture with thousands of year ...

father, Fernando Habib Sadek, who worked as an

epidemiologist Epidemiology is the study and analysis of the distribution (who, when, and where), patterns and determinants of health and disease conditions in a defined population, and application of this knowledge to prevent diseases. It is a cornerstone ...

with the

World Health Organization The World Health Organization (WHO) is a list of specialized agencies of the United Nations, specialized agency of the United Nations which coordinates responses to international public health issues and emergencies. It is headquartered in Gen ...

and Irish mother, Marie Celine Meehan, who worked as a nurse and then a teacher. Sadek was educated and lived around the world including

Ghana Ghana, officially the Republic of Ghana, is a country in West Africa. It is situated along the Gulf of Guinea and the Atlantic Ocean to the south, and shares borders with Côte d’Ivoire to the west, Burkina Faso to the north, and Togo to t ...

Nigeria Nigeria, officially the Federal Republic of Nigeria, is a country in West Africa. It is situated between the Sahel to the north and the Gulf of Guinea in the Atlantic Ocean to the south. It covers an area of . With Demographics of Nigeria, ...

Kenya Kenya, officially the Republic of Kenya, is a country located in East Africa. With an estimated population of more than 52.4 million as of mid-2024, Kenya is the 27th-most-populous country in the world and the 7th most populous in Africa. ...

Malaysia Malaysia is a country in Southeast Asia. Featuring the Tanjung Piai, southernmost point of continental Eurasia, it is a federation, federal constitutional monarchy consisting of States and federal territories of Malaysia, 13 states and thre ...

Indonesia Indonesia, officially the Republic of Indonesia, is a country in Southeast Asia and Oceania, between the Indian Ocean, Indian and Pacific Ocean, Pacific oceans. Comprising over List of islands of Indonesia, 17,000 islands, including Sumatra, ...

Barbados Barbados, officially the Republic of Barbados, is an island country in the Atlantic Ocean. It is part of the Lesser Antilles of the West Indies and the easternmost island of the Caribbean region. It lies on the boundary of the South American ...

Antigua Antigua ( ; ), also known as Waladli or Wadadli by the local population, is an island in the Lesser Antilles. It is one of the Leeward Islands in the Caribbean region and the most populous island of the country of Antigua and Barbuda. Antigua ...

, and

Ireland Ireland (, ; ; Ulster Scots dialect, Ulster-Scots: ) is an island in the North Atlantic Ocean, in Northwestern Europe. Geopolitically, the island is divided between the Republic of Ireland (officially Names of the Irish state, named Irelan ...

. He has an older brother, Anis, and a sister, Elizabeth. Sadek graduated from

Trinity College Trinity College may refer to: Australia * Trinity Anglican College, an Anglican coeducational primary and secondary school in , New South Wales * Trinity Catholic College, Auburn, a coeducational school in the inner-western suburbs of Sydney, New ...

in Dublin, Ireland, with a degree in Pure Psychology.

Career

After college, Sadek started his career in

market research Market research is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. It is an important component of business strategy and a major factor in maintaining com ...

. In 1985. he started working at Lansdowne Market Research in Dublin before he moved to London. After moving to London in 1986, Sadek became a Director of Burns Research Partners, renamed Burns Sadek Research two years later, a boutique qualitative research firm. After seven years there, he founded Sadek Wynberg Research in Kensington in 1993. SWR conducted research for the development of brands and communications for many of the world's blue-chip companies, including

Unilever Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever B ...

Bacardi Bacardi Limited ( , , ) is the largest privately held, family-owned spirits company in the world. Originally known for its Bacardí brand of white rum, it now has a portfolio of more than 200 brands and labels. Founded in Cuba in 1862 by Facund ...

Global Brands,

Kimberly-Clark Kimberly-Clark Corporation is an American multinational consumer goods and personal care corporation that produces mostly paper-based consumer products. The company manufactures sanitary paper products and surgical & medical instruments. Kimb ...

Vodafone Vodafone Group Public Limited Company () is a British Multinational company, multinational telecommunications company. Its registered office and global headquarters are in Newbury, Berkshire, England. It predominantly operates Service (economic ...

and

Sony Ericsson Sony Mobile Communications Inc., originally Sony Ericsson Mobile Communications AB, was a Multinational corporation, multinational consumer electronics and telecommunications company, best known for its Mobile phones, mobile phone products. The ...

. The firm grew to be the largest of its kind in the UK by 2000 and the world by 2003, before it was sold to WPP, becoming Sadek Wynberg Millward Brown After the sale of his company, Sadek founded the Inish Turk Beg brand on the Irish island of Inish Turk Beg, which he purchased in 2003. Sadek founded the brand management consultancy TransgressiveX in 2012, but didn't launch the company until 2015. It was rebranded as ProQuo AI in 2019 and sold to Grafton Capital in 2022. In 2022, Sadek founded Shimmr AI, an automated advertising business that uses AI to drive e-commerce marketing services for publishers and musicians. It helps long-tail products 'into the limelight', beginning with book publishing. In 2023, he published his book ''Shimmer, don't Shake - how Publishing can embrace AI''. In May, 2024, Shimmr AI was named the UK AI StartUp of the Year in London.

Personal life

He married Sandra O’Malley (b. 1959) in 1989 and they have four children. They live in London.

References

{{DEFAULTSORT:Sadek, Nadim 1962 births Living people Market researchers