Customer and Commercial Leader, Channel 4
Mihir is a Customer and Commercial Leader at Channel 4 Sales responsible for the revenue and relationships with Independent Agencies and new to Channel 4 brands.
Prior to joining Channel 4 in January 2023, Mihir spent almost 10 years agency side. Most recently he was the head of media at start up independent agency, Anything is Possible (AiP), where he built their first Broadcast Team before expanding his role to cover digital media. Before AiP, Mihir spent four years at independent agency Total Media as their head of broadcast, growing their broadcast billings by over 60% in the time he was there. This was after three years at MEC (now Wavemaker) where Mihir started his media career working predominantly on the Lloyd’s Banking Group account.
He has been a leading voice in the industry on the Future of TV having appeared on BBC World News, Sky News as well as regularly commenting in industry publications and speaking at industry events on the topic. He is a champion for diversity 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.
A winner of Media Week’s Rising Star and a Media 30 under 30 inductee in 2019 as well as European Video Award's Rising Star in 2022, Mihir now uses his media strategy skills to change the industry with Channel 4.
Mihir was one of the scholars of the prestigious Marketing Academy Scholarship scheme from May 2022 - May 2023, a year-long programme helping future marketing and media leaders fulfil their potential.”