Ross Sergeant

Ross Sergeant

Global Head of Media and Touchpoints at Asahi International
London, United Kingdom

About me

20 years’ media experience across the UK, Ireland, and various developing markets with a mixture of client-side marketing roles (country media manager at Diageo for Great Britain and Ireland), advertising agency roles (strategy at FCB), media agency roles (strategy at MediaCom and OMD), management consulting roles (managing director at Limelight Consulting) and several non-executive director board positions.


Head of Media
Pride in London
United Kingdom
December 2019 - Present (3 years)
Pride in London is wholly run by a group of volunteers who are passionate about equality and diversity. We are a not-for-profit organisation, and any surplus funds we raise are used to support the LGBTQ community and improve the event.

Together, we run the UK’s biggest, most diverse pride, and our job is to make sure we provide a platform for every part of London’s LGBT+ community (lesbian, gay, bisexual, trans*, queer, questioning, intersex, non-binary, asexual, polysexual, genderqueer and gender variant people) to raise awareness of LGBT+ issues and campaign for the freedoms that will allow them to live their lives on a genuinely equal footing.

From Pride’s Got Talent, which helps to showcase the wonderful creativity across our community, to our annual Parade through the heart of the West End and the amazing two-week, city-wide Festival that precedes Pride weekend, everything we do is designed to give LGBTQ people a platform to be visible and speak loudly to the rest of the city about what we have achieved, how far we have come and what is still needed.

Pride in London includes people of every race and faith, whether disabled or able-bodied, and all sexualities and genders including lesbian, gay, bisexual, asexual, queer, questioning, intersex, trans*, genderqueer, gender variant or non-binary as well as straight and cis allies.

Around 150 people volunteer year-round to help us deliver what has become a world-class Pride. We are already a pretty diverse bunch, but we are looking to add to our diversity and are especially keen to receive applications from the BAME, Trans, Bi, Non-binary and Queer communities. Gender equality is always a key consideration for us.
Strategy Partner
London, United Kingdom
August 2018 - Present (4 years 4 months)
At Wavemaker, our mission is to 'make the future'​. Why? Because we were created with the specific purpose of reinventing the media agency.

This puts us in the unique position of truly being able to deliver next-generation solutions for our clients'​ challenges. Challenges such as; ‘Move us from mass marketing to precision at scale’, ‘Help us transform our media practice to drive global growth’, ‘Make us relevant for a young new generation of luxury lovers’ and ‘How do we integrate data sets to give a single customer view?’.

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