Condé Nast today announced the appointment of GQ deputy global editorial director Adam Baidawi as the new head of editorial content at British GQ effective immediately. Baidawi will lead the British GQ brand into a new multi-platform era that includes print, digital, video, and social, while honouring the thirty three year-old British magazine’s heritage, unique cultural influence and unparalleled access into Britain’s diverse creative and fashion industries.

Based in London, Baidawi will continue to report to GQ global editorial director, Will Welch as well as remain GQ’s deputy global editorial director.