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Media Plan of the Year Jury

Baba Shetty

Chief Strategy and Media Officer

Chair: Baba Shetty

DigitasLBi
New York

Baba is an industry rarity -- a hybrid media and brand strategy leader.

He is Chief Strategy and Media Officer at DigitasLBi, overseeing all media groups including programmatic, television, mobile, social, search, and media technology. Under his leadership DigitasLBi architects modern media programs for brands such as American Express, EBay, Motorola and Taco Bell.  In 2014 DigitasLBi was awarded Adweek Media Plan of the Year in the largest spend category; $25 million and above -- the first time the award has been won by a digital-first agency.

Baba was previously CEO of Newsweek / Daily Beast, which won the 2013 Webby award for best news site. Fast Company dubbed the all-digital re-launch of Newsweek.com, which he led, “a new model for online magazines”.

From 2005 to 2012 Baba worked at Hill Holliday, serving first as Chief Media Officer and then adding the role of Chief Strategy Officer. While there, Baba led strategy for two client programs that each won a Cannes Lion. The media department under his stewardship was awarded Media Agency of the Year by Media Magazine for both 2011 and 2012, and Hill Holliday was the only agency in the United States to win Adweek's Media Plan of the Year Award four consecutive years. He initiated new practice areas in content, social, programmatic, and partnerships with early stage media startups. 

Prior to Hill Holliday, Baba spent three years as a research director and principal analyst at Forrester Research in Cambridge, MA. While at Forrester, Baba advised clients on a wide variety of interactive topics, including Web site design best practices, digital marketing, and e-commerce.

Baba also worked seven years at BMW, leading marketing communications for the U.S. market. He helped initiate the BMW Films project, which inspired and won the first Cannes Titanium Lion, became a Harvard Business School case study, was inducted into the permanent collection of MOMA, and was named one of the 10 Best Digital Ideas of the Decade by the One Show.

Baba served on the advisory board of Maven Networks, a broadband video company acquired by Yahoo! for $160 million. He’s also a global advisory board member of the Wharton Future of Advertising Program.

Baba is an avid student of media and marketing excellence: he served as one of seven judges for the 2014 Grand Effie, and is a 2015 Cannes Lion Media Juror.