Nadim Sadek
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Nadim Sadek (born October 1962)[citation needed] is an Irish-Egyptian marketing entrepreneur and author based in London in the United Kingdom. He is the founder and CEO of a company which uses artificial intelligence to provide automated advertising for book publishers. He previously founded a qualitative research firm and a brand management company.
Nadim Sadek | |
|---|---|
| Born | 1962[citation needed] |
| Occupations | Businessperson, author |
| Website | https://www.nadimsadek.com/ |
Early life and education
Sadek is Irish-Egyptian.[1] He was born to an Egyptian father, who worked as a statistician and an epidemiologist for the World Health Organisation, and an Irish mother.[2] As a child, he lived in countries in Africa (including Kenya and Ghana),[2] Asia and Europe.[3] Sadek studied psychology at Trinity College in Dublin.[2]
Career
After college, Sadek started his career in market research. In 1985, he started working at Lansdowne Market Research in Dublin.[citation needed] After moving to London in 1986, Sadek became a director of Burns Research Partners, renamed Burns Sadek Research two years later, a qualitative research company.[citation needed] After seven years there, he founded Sadek Wynberg Research (SWR) in Kensington in 1993. SWR conducted research for the development of brands and communications for companies such as Unilever, Kimberly-Clark, Vodafone and Sony Ericsson.[citation needed] Sadek Wynberg Research became the UK's largest qualitative agency before its acquisition by WPP in 2003.[4] After acquisition, the company became Sadek Wynberg Millward Brown.[5]
In 2011, Sadek appeared in the RTÉ version of the TV show Secret Millionaire.[6][7]
After the sale of his company, SWS, Sadek founded the Inish Turk Beg brand on the Irish island of Inish Turk Beg,[3] which he owned from 2003 to 2013.[8] Sadek founded the brand management consultancy TransgressiveX in 2012, but didn't launch the company until 2015.[9] It was rebranded as ProQuo AI in 2019 and sold to Grafton Capital in 2022.[10]
In 2023, Sadek founded Shimmr AI, a company using artificial intelligence to provide automated advertising for book publishers.[11][12] In late 2023, the company raised funding from a group of investors including former executives of M&C Saatchi.[13] In September 2023, Sadek submitted written evidence to the House of Lords Communications and Digital Committee during its 2023 inquiry into large language models.[14] Also in 2023, Sadek published a book titled Shimmer, don't Shake - how Publishing can embrace AI.[15]
Sadek has spoken at a number of events, including at the Bologna Children's Book Fair in 2025 and 2026,[16][17][18] at the Oxford Union, the London Book Fair, the Frankfurt Book Fair, and the National Film and Television School.[19][20]
Personal life
Sadek, who is married with four children,[citation needed] lives in London.[1] He manages the music career of his daughter, the recording artist Shaefri, through his label Off The Record.[21]