Sanjiv Mistry

Sanjiv fled a background in law to work in advertising, first in South Africa, and then the UK.    His time leading McCann London's dedicated Microsoft/Xbox unit transformed it from a localisation hub into the network's creative force, resulting in 36 Cannes Lions, a rare One Show Penta Pencil and Cannes Network of the Year in four years.   In a career spanning dozens of global brands and, like all creatives, hundreds of projects that never saw the light of day, many wonderful ones did.   From "Survival Billboard" to "The Fanchise Model" to "The Birth of Gaming Tourism", his Xbox projects have sought to redefine the value of gaming in the modern world.  Sanjiv's work has been recognised with 65 Lions in Cannes and over 150 other international awards from the likes of D&AD, One Show, Clio and LIA.   Outside of work, his creative outlet is writing about food. He is the winner of the 2022 Sunday Times AA Gill Award for emerging food writers.  His mum wishes he'd stuck with law.