As a founder of Magic, Shah pioneered the strategic integration of mathematical methodologies into the realm of media investment.
Previously, Shah worked across a gamut of marketing and media roles ranging from large media agencies, creative agencies and consultancies operating across clients ranging from a big 4 bank to start-ups. At Magic he aimed to bring together these diverse worlds into a single offering.
This was termed ‘mediamatics,’ an innovative approach that prioritizes the quantifiability and traceability of media investments via mathematics; the core USP of Magic.