Performance Pioneer: Nadim Sadek

Matching AI insights and neuroscience to client outcomes, Nadim Sadek has been at the forefront of creative-led intelligence. From staff ownership models to free Calm apps, see why the former MIllward Brown CEO was awarded the top industry accolade as PMW's Performance Pioneer below...


Nadim Sadek, founder and CEO, ProQuo AI

Nadim Sadek is the founder and CEO of ProQuo AI. He previously founded qualitative research agency Sadek Wynberg and was global CEO at Millward Brown. With ProQuo AI, Sadek spotted a gap in the market to create the first and only brand management platform that harnesses the power of artificial intelligence to serve custom action-plans for businesses, completely tailored to brands’ growth goals. 

ProQuo AI generates an AI-powered custom action-plan for marketers, fuelled by a real-time analysis of how people feel about their brand versus their competition, with the aim of driving commercial sales growth. Since launching in 2019, ProQuo AI has grown to over 100 team-members, achieved a significant annual growth rate and attracted investment.

Sadek has brought brand managers. communications experts, data-scientists, software engineers, psychologists, neuro-scientists, sociologists and SaaS business-model innovators together, to produce a software-as-a-service subscription product, working with brands of all sizes.

His leadership and industry experience have been critical to business growth, with the company having a high-performance, low-friction culture, characterised by a collaborative, communicative spirit. Sadek has also established an ownership model, resulting in every single team member being a part-owner of the business. 

A hands-on and present CEO, Sadek continues to cultivate an uplifting environment by personally hosting weekly all-company meetings and ensuring he regularly meets with staff for one-to-one catch-ups. He also passionately spearheads the company’s diversity, inclusion, culture, sustainability and ethics programme and has devised a company wellness programme, including access to Calm and a day off for birthdays.


  • Helen Veryard, paid search account director, iProspect