Forethought appoints Sacha Cody as COO of BrandComms.AI

Forethought has appointed Sacha Cody as chief operating officer of BrandComms.AI, the company's generative AI platform for effective advertising. It has also promoted Sheona Bello to chief client officer of BrandComms.AI.

Cody joins Forethought from Crown Resorts, where he was group general manager of brand strategy and insights at Crown Resorts. He worked at Forethought for four years, most recently as general manager, client success. His resume also includes senior roles with Kantar, Millward Brown and Ipsos in China, Hong Kong and Taiwan.

Forethought founder and executive chairman, Ken Roberts, said: “We are delighted to welcome Sacha back to Forethought to take the reins at BrandComms.AI. His strategic insight and global experience are a perfect match for the direction we’re taking with our Gen AI platform.

“Armed with a PhD in Anthropology and a Postdoctoral Fellowship from the Hong Kong University of Science and Technology, Sacha brings a unique blend of academic rigor and practical expertise to his new role. His deep knowledge of strategic research and consumer behaviour offers valuable insights into how markets respond to new products and services.

“In his previous time at Forethought, Sacha contributed significantly to the success of client projects, driving customer satisfaction and business outcomes. His expertise in brand strategy and consumer insights has positioned him as one of the most trusted leaders in marketing strategy,” he said.

Cody said: “I’m thrilled to return to Forethought and to lead its game-changing BrandComms.AI platform as we continue empowering brands with this technology.

“What excites me most about BrandComms.AI is its ability to bring together the best of both worlds, leveraging deep, proprietary data to inform highly creative executions. Marketers need more than just speed; they need creative content that resonates with real consumers, rooted in their emotional and rational decision- making processes. I’m looking forward to getting stuck into it.”

Bello has been at Forethought for more than seven years, most recently as Vice President, Americas, where she led key initiatives for regional growth and client success from the firm’s New York head office.

Roberts said: “Sheona’s vast expertise and leadership, especially in the US market, are invaluable to our continued growth. She is a dynamic leader who excels at using data to inform high-value strategies, ensuring our clients achieve both creative excellence and business success. Her contributions will be instrumental as we develop a global presence for BrandComms.AI.”