Customer & Commercial Leader , Channel 4
Mihir is the Customer and Commercial Leader at Channel 4 for Independent agencies. He joined in January 2023 having spent 9 years at various media agencies in predominantly broadcast media roles. After starting his career at MEC (now Wavemaker) working in the AV team on Lloyd's Banking Group, Mihir moved to independent agency Total Media where he spent 4 years as their head of Broadcast. Most recently before joining Channel 4, Mihir was the head of media at start-up independent agency Anything is Possible (AIP).
He is a leading voice in the Future of TV space, regularly debating the issue on Sky News and the BBC World News as well as industry publications and conferences. He is a champion for diversity and inclusion in the industry, mentoring for MEFA and Brixton Finishing School and shaping the Advertising Association's response to the All-in Census on representation in media.
In 2019 Mihir won the Rising Star of the Year (agency) award at the mediaweek awards as well as being named as one of Campaign's 30 under 30 in the same year. In 2022 Mihir won the Rising Star of the Year award at the European Video Awards. Mihir is also one of the 30 scholars on the Marketing Academy's Scholarship scheme for 2022.