From apprenticeships and qualifications to professional development and employability skills. Supporting learners, partners, and centres with tools to deliver, assess, and grow.
Join a professional community committed to excellence in management and leadership. Access exclusive resources, and recognition pathways including Chartered Manager.
Connect, celebrate, and lead with CMI’s vibrant community. From events and awards to networks and campaigns, get involved and help shape the future of management.
Stay informed with expert insights, thought leadership, and the latest in management. From in-depth features to practical guidance, explore the ideas shaping today’s workplace.
Learn about CMI’s mission, values, and impact. From our Royal Charter to governance, careers, and sustainability commitments, discover who we are and what drives us.
17 December 2014 -
Colin Marrs
Zaid Al-Zaidy is chief executive officer at ad agency McCann London, with clients including Coca Cola, Microsoft, Nestle, Unilever (where his career began), MasterCard and Premier Foods.
I originally wanted to be an art dealer. After my first degree I wanted to learn more, so I did a masters in Middle Eastern art at the School of Oriental and African Studies. I then decided to do a year in marketing at Unilever to learn about the commercial side. By the time I realised that the Iranians had cornered the market in Middle Eastern art dealing, I'd already fallen in love with marketing.
I love travelling – but hate the travel. At the beginning, my work at Unilever involved introducing brands to untapped markets, such as taking soap to Peru and the Andes. I’m interested in finding human commonality through the lens of the religious and cultural differences we see. But airport and travel time is awful.
My work is inspired by Star Trek. We have a “Captain Kirk” manifesto, which is that we should explore strange new worlds, seek out new life and new civilisations, and boldly go where no man has gone before. It is a way of setting our growth agenda, and helping us find new ways to solve problems for clients. It is as much a business strategy as a science-fiction quote.
Breakfast is important. I have breakfast with 10 people from McCann every month to try and find out how people in the company are feeling about things.
Social media is an opportunity. I have always believed that advertising is the humanisation of an inanimate object or organisation. Technology is just a way of extending that, so that brands can talk, listen and respond.
Steve Jobs is one of my heroes. He was so passionate and clear. He designed a product that was intuitive rather than needing a huge pamphlet before you started using it. That was a breakthrough.
My creative partners are my favourite muses. They are super smart and have an incredible knack of making things seem simple.
Success drives success. When I was at Unilever, I was the lead client on a TV commercial that won lots of awards. When you have been part of something special like that, you know what success is going to feel like, and that helps you fight to have that feeling again.
Science fiction inspires me. I love sci-fi movies. I am struck by how, if you watch them, they will usually tell you about the future – and get it right. I’m looking forward to the new Star Wars film – it looks like it will have a dark edge and that will be awesome.
One of my greatest challenges is managing in the short term, but planning for the future. That is difficult. Short-term decisions affect the future, and can be all consuming. But how you keep focused on the future is how you get sustainable growth. I love that challenge.
For further perspectives on management, sign up to this forthcoming CMI seminar Think Like and Entrepreneur and be a Better Manager.
› The persistence of presenteeism and other nuanced nonsense
› A new age of vulnerability: why inclusive leadership matters more than ever
› Ask yourself: "How do I make my employees feel?"
› Finance and the Diversity Dividend
For more information or to request interviews, contact CMI's Press Team on 020 7421 2705 or email press.office@managers.org.uk
› The 5 Greatest Examples of Change Management in Business History
› Four companies that failed spectacularly, and the lessons of their premature demise
› 6 companies that get employee engagement – and what they do right
› 4 Signs That Racism May Be An Issue In Your Workplace
› How to build an Effective Team: focus on just 3 things