Celebrating Britain's 101 Most Influential Asians 2024

© Asian Media Group - 2024

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Sanjay Shabi


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A STANDOUT presence in the sector – Sanjay Shabi has consistently championed the cause of ethnic media and marketing for more than a decade. Based in London, Shabi is a board director at EssenceMediaCom, one of the world’s largest media buying agencies. Shabi joined MediaCom (which merged with digital performance marketing agency Essence to form EssenceMediacom early last year) in 2001 as an associate director and after three years he was promoted to the position of board director in 2004, becoming the first-ever south Asian to join the company’s board of directors.

At EssenceMediaCom, Shabi leads its Pan Regional Offline Investment and heads CultureCom, the agency’s specialist ethnic media division which was launched in December 2001. For the past 14 years, Shabi has been promoting the importance and value of ethnic media and marketing, while inspiring people to adopt this approach to grow their businesses. Shabi entered the industry over three decades ago, starting in the multinational Zenith Media as a Media Executive in 1990. Previously he served as a core member of the Institute of Practitioners in Advertising (IPA)’s Diversity Forum, which proactively seeks to promote the importance of ethnic marketing.

Shabi has co-contributed to its past reports, including The New Britain, which is today widely acknowledged as the industry’s trade bible that provides a neat, summarised ethnic marketing digest for the IPA’s member advertising agencies. He is a respected commentator and frequently addressed topics related to ethnic marketing in media, appearing in Sky News, CNBC, The Guardian, The Financial Times, and BBC Radio. His popular ‘Samosa Sessions’, promoting the benefits of ethnic marketing, attracted the Number 10 press office and the home office, which invited him to host a dedicated session for selected government departments. Shabi holds a post graduate diploma in Advertising from Watford College of Higher

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