Head of Multicultural Business / Special Projects
Sky

An entrepreneurial, commercially savvy business leader with an eagle eye for generating incremental revenue opportunities, Debarshi has worked in international advertising agencies the likes of Omnicom Media Group, McCann-Erickson & Lowe of the IPG group, and Ogilvy and Mather, of the WPP Group across Europe, Asia and the Middle East. Currently, he works at Sky (Europe's largest entertainment company) heading up an incremental revenue generating unit.

Possessing an entrepreneurial zeal and being a cultural evangelist, Debarshi runs a newly created unit at Sky Media as Head of Multicultural Business / Special Projects wherein his objective is to drive a positive organisational culture change through the 'Believe In Better' philosophy of Sky by working across various business units, indulging in a holistic approach and exploiting synergies to a competitive advantage.

Reporting directly to the MD of Sky Media - John Litster, Debarshi works closely with him to identify the unique Multicultural targeting opportunity that could be leveraged by Sky compared to its immediate competitors. And his work is evident in the new ethnic advertisers who have come on board at Sky when it aired the Indian Premier League cricket, ICC Champions Trophy, Pro Kabaddi League including unique targeting opportunities during the festive periods of Ramadan leading to Eid and Diwali through Sky’s unique addressable TV offering Sky AdSmart.

Debarshi's remit is also to enlighten and empower media / creative agencies to target audiences indulging in cultural viewing of content from across the globe making the right relevant cultural connection between brands and viewers. In the process, Debarshi tries to make sure that media campaigns are being inclusive of the wider society.

 Recently, Debarshi's remit has increased significantly to cover the India market and his mandate is to work with clients, agencies, partners in India and make them aware of Sky's commanding leadership position in Europe and how it is best poised to help them build their brands here.

Debarshi has also been invited in his capacity as a speaker & judge for award entries to numerous prestigious events in the media calendar like the Cannes Lions Festival of Creativity, Festival of Media Global in Rome, Diversity in Media & Advertising and the Festival of Marketing in London.

 

“Having worked through client-side, broadcaster-end and across both creative and media agency-side in my career, I have long felt that agencies tend to only get respect when their individual client work gets accolades at award ceremonies.

However, this unique ceremony championed by Drum allows agencies to be recognised, measured and subsequently awarded for just ‘being true to themselves overall’ irrespective of any specific single client work….and I couldn’t resist but take the opportunity to be a part of the judging team”.  

Judging panel

Amelia Torode

Founder
The Fawnbrake Collective

Tina Fegent

Director
Tina Fegent Ltd

Steve Hyde

Chairman
iotec global

Liz Wilson

Chief Operating Officer
Karmarama | Accenture Interactive

Tim Bonnet

President
The Unlimited Group

Ash Tailor

Global Brand Director
Britvic

Ali Hanan

Founder
Creative Equals

Andrew McGuinness

CEO 
Ellipsis

Ant Hill

Head of Creative Agencies
Google UK Ltd.

Gaele Lalahy

Head of Brand Communications
Panasonic UK & Ireland

Peter Reid

Chief Executive Officer
MSQ Partners

Tim Hussain

Managing Principal
Ebiquity plc

Caireen Wackett

Managing Director
Portas

Paul Wright

CEO
iotec

Joby Russell

CMO
Purplebricks

Claire Humphris

CMO
iris Worldwide

James Gill

Director of Agency and Channel sales EMEA
LinkedIn

Sandra McDill

Global Digital Media Director
GSK

Steve Antoniewicz

Head of Consulting
The Drum

Lisa Jeden

Global Head of Brand PR & Corporate Communications
Bacardi

Debbie Morrison

Director of Consultancy & Best Practice
ISBA

Ben Moutrie

Founder
The Midnight Club

Paul Hammersley

Founder/CEO
Harbour Collective

Debarshi Pandit

Head of Multicultural Business / Special Projects
Sky