Zaid is an award-winning brand and communications expert with over 20 years experience across some of the world’s most iconic brands, both client and agency side. Zaid began his career at Unilever, where he propped up a generation's pulling power with the promise of the Lynx Effect. Over in adland, the scent of success followed him across senior strategic roles at Mother and TBWA, before he went on to lead the transformation agenda as CEO of McCann London. Today and hopefully forever, Zaid is the co-founder and Group CEO of independent micro-network, The Beyond Collective, which includes creative agency Above+Beyond, media agency Yonder Media & strategic consultancy, Frontier. Zaid is Governor at Ravensbourne University, a destination for further and higher education learning in creativity, digital media and design. Zaid is also an elected member of the Council at the Institute of Practitioners in Advertising and appears regularly as advisor to Alan Sugar on The Apprentice.