Nadim Sadek

Nadim Sadek (born October 1962) is an Irish-Egyptian marketing entrepreneur and author. He resides in the United Kingdom.

Sadek was born to an Egyptian father, Fernando Habib Sadek, who worked as an epidemiologist with the World Health Organization 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, Nigeria, Kenya, Malaysia, Indonesia, Barbados, Antigua, and Ireland. He has an older brother, Anis, and a sister, Elizabeth.^[1]

Sadek graduated from Trinity College in Dublin, Ireland, with a degree in Pure Psychology.^{[citation needed]}

After college, Sadek started his career in market research. 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.^{[citation needed]} 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, Bacardi Global Brands, Kimberly-Clark, Vodafone and Sony Ericsson. 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 ^{[2][dead link‍]}

After the sale of his company, Sadek founded the Inish Turk Beg brand on the Irish island of Inish Turk Beg,^[3] which he purchased in 2003.^[4] Sadek founded the brand management consultancy TransgressiveX in 2012, but didn't launch the company until 2015.^[5] It was rebranded as ProQuo AI in 2019 and sold to Grafton Capital in 2022.^[6] 

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.^[7][8]

In 2023, he published his book Shimmer, don't Shake - how Publishing can embrace AI.^[9]

In May, 2024, Shimmr AI was named the UK AI StartUp of the Year in London. ^[10]

He married Sandra O’Malley (b. 1959) in 1989 and they have four children. They live in London.^[1]