Founder, Works For Me
Sanjay Shabi is a trailblazer in multicultural marketing, best known for establishing CultureCom, the UK’s first integrated ethnic media specialist division within a major media agency, MediaCom, now part of EssenceMediacom.
In 2004, he became the agency’s first South Asian board director.
Widely recognised as an authority in his field, Sanjay has been featured as a commentator across Sky News, CNBC, The Guardian, The Financial Times and BBC Radio. He also served as a core member of the Institute of Practitioners in Advertising’s Diversity Forum, where he co-authored influential industry reports, Multicultural Britain 2012 and The New Britain 2013.
Throughout his career, Sanjay was consistently recognised in the GG2 Power 101, the annual list celebrating the UK’s most influential South Asians.
Following his departure from EssenceMediacom in late 2024, Sanjay founded Works For Me, engaged in social philanthropy by supporting marginalised individuals and minority-owned start-ups, looking to strengthen their careers and commercial prospects.