World leading multicultural communications agency
World leading multicultural communications agency
Mediareach Advertising CEO’s Saad Saraf addressed the Money Transfer and financial services summit in London Hilton hotel on the challenges and opportunities social media is presenting.
Saad urged brands and the financial sector to keep abreast of the rapid changes and innovation the digital industry is going through and the need to adopt some of these approaches to communicate effectively with customers both locally and internationally.
Mediareach Advertising CEO, Saad Saraf took part in Management Today magazine round table discussions in November 2011 issue on the impact and challenges facing diversity in the UK in the next decade.
The debate which included people from leading brans and industry leaders covered the impact of diverse workforce on business and the benefits diversity brings in to UK companies.
Sample videos showreels of our work for NHS (Hep C) campaign, Madam Tussauds & the RAF.
Enjoy watching.
http://www.youtube.com/user/desiblitzer?blend=2&ob=5#p/search/0/h8yh5gSi4KY
The decision by Bernie Eccleston to hold Formula 1 in Bahrain will do untold damage to the F1 brand reputation and standing to be held in a country where human rights campaigners and people who have demonstrated peacefully are languishing in prisons or in hospitals.
It is a well documented fact that Bahraini doctors were tortured for treating innocent demonstrators who were shot by foreign troops, which the government brought in from Saudi & the UAE to suppress the demonstrations by the deprived native population.
Imagine how the majority of Bahraini citizens and consumers would feel about brands taking part in a race, which appeals to the minority who oppress them.
Brands such as Macdonald, Burger King, Nike, KDD, Pepsi, Coke, KFC, P&G had been boycotted in the Middle East by Arab young people and had seen their sales nosedive following ill-judged decisions by brands insensitive to the consumers they rely on.
The cartoons against prophet Muhammad in a Swedish newspaper saw Arla Foods $550 million sales in the Arab world collapse in a matter of weeks.
Brands can exert more pressure on F1 to switch to a different destination or risk been despised by the Arab population (Iraq, Egypt, Tunisia, Lebanon, Yemen and many more) which despise the actions of the Bahrain government against its people.
International Brands will be well advised not to participate in the Bahrain F1 and be seen to be closer to their consumers rather than dictators.
Saad Saraf
CEO
Mediareach Advertising
Team Porsche
Team Ferrari
A new magazine has been launched in London to target the Arab community in London.
Hella (Arabic for Hello) is a bi-monthly glossy upmarket magazine targeting the affluent high net worth Arab residents and the business people in London.
The publisher Saad Al-Saraf said that this an exciting new launch that will be followed by a number of other projects aimed at the affluent Arabic population in London which are estimated to be 450,000 strong with the majority of the population originating from Iraq, Lebanon, Morocco, Egypt, and Gulf countries. In the summer months a further 100,000 Arabs fly into London from the Gulf countries (Saudi, UAE, Qatar, Kuwait).
Arabs adore London and have invested a staggering sum in excess of £100 Billion in property, finance, commerce & investments. Hella London is distributed to more than 25,000 rich Arab residents who live and work in the UK.
The profile of Arabs includes businessmen, property developers, Doctors, Lawyers, Dentists, Company directors, accountants and celebrities.
Hella London reports on fashion, health, property, investments, education, food and lifestyle. Hella London is a 64 pages glossy magazine that is delivered to Arab homes and businesses in and around London.
A strict advertising policy is in place therefore only selected brands can advertise in the magazine. (Alcohol. Tobacco, Gambling, Pornography)
Saad Al-Saraf
www.mediareachstar.com
www.hellalondon.com
Following a competitive pitch, global rice brand Kohinoor Foods has awarded Mediareach Advertising its UK and Europe marketing brief. The Kohinoor brief required the winning agency to provide a full 360 degree, integrated marketing service to include strategy, creative, media, PR and experiential.
Kohinoor Foods UK marks 10 years of successful business in the UK this year, having first launched in India over 36 years ago. The Kohinoor brand includes the Kohinoor Platinum, Gold and Silver Basmati range, the Trophy Basmati brand, Tohfa Kernel Basmati brand, Triple Diamond long grain rice brand as well as ready-made meals and cook-in sauces.
Mediareach Advertising, an integrated multicultural marketing agency, specialises in devising marketing campaigns for multi-ethnic audiences as well as expertise in taking ethnic brands to the mainstream and mainstream brands to multicultural audiences.
Saad Saraf, CEO of Mediareach said:
‘It’s brilliant to be working with Kohinoor Foods. The brief they sent us was as ambitious as our team, and we’re glad to have won this opportunity to work with such a great brand and to help it grow, innovate and capture new markets’.
Sumit Arora, MD at Kohinoor Foods UK said:
‘Mediareach were able to effectively demonstrate their understanding of the ethnic consumer and category as a whole, and presented clever and more importantly integrated ideas. They have a solid knowledge base along with interactive seasoned team members, allowing us to gain confidence in their ability to support us in meeting our ambitious growth plans across all our ranges. We look forward to a long-term, fruitful relationship.’
www.mediareach.co.uk
Elephant Atta has launched a new campaign aimed at inspiring women to lead the way in changing unhealthy food and lifestyle habits amongst the UK’s South Asian population. The new integrated campaign plans to utilise their influence, alongside the brands own health credentials, to create a movement, which affects not only individual households but also the wider community.
Since healthy lifestyles start at home, Elephant Atta flour wants to mobilise everyday women and mothers who recognise the importance of nutritional eating, to lead the way in creating this health revolution amongst South Asians.
Elephant Atta flour caters for more than 50% of the UK Atta market and the new TV, POS and integrated marketing campaign went live in March, launched with a PR event held at Chelsea Football Club for media, traders and brand ambassadors.
www.mediareach.co.uk
Politicians in the UK and the media use the issue of immigration as a political football that can be kicked in whichever direction they wish, in order to appease middle-England’s concerns and capture some high-impact headlines. But are we putting ourselves at risk of scoring an own goal due to an ignorance of the UK’s labour market and the issues facing UK businesses?
The media agenda tends largely to set narratives positioning immigrants as the ‘villain’ under an umbrella theme of them being an ‘issue’ that needs to be dealt with and the country is being stormed by ‘illegals’ and ‘benefit scroungers’.
After all the debate, furore and opinion, the main issue still remains which is that the immigrant labour force is still needed to manage and work in jobs that the native population isn’t always willing to fill. The labour force issue isn’t going to be solved until either the native population can afford to or is willing to take on low-level menial jobs and it certainly won’t be addressed with a strict quota of only highly qualified IT staff from India.
We estimate that the 2011 Census will put ethnic and multicultural audience across the UK at 15% of the total population and with an increasing number of people arriving from Accession countries this number is likely to increase in an ever-expanding global market place.
However if you look at the multicultural groups who have been in the UK for decades like the South Asian, African Caribbean and growing Arab population, it is evident that the vast majority are contributing hugely to the labour force and the UK GDP. In fact estimated figures put the financial contribution at £150 billion (11% of the UK GDP). (according to ONS, IMATN, UN)
When tracking the migration flow of labour workforces around the world (US, UAE, Germany, UK) you will clearly notice that migrants are a group of people who have a significant purchasing power, once they are established within a country, ultimately helping to stimulate the economy.
Multicultural communities in the UK have a higher than average spend on television sets, mobile phones, white goods, cars, financial services and money transfers abroad, to name but a few of the elements they spend on.
If the UK fails to secure the labour force it needs to help the economy grow, then the adverse effect on productivity and a businesses bottom line will suffer, especially in the manufacturing, construction, agriculture and the vibrant service industry. Ultimately, the UK will be in a weaker competitive position globally and less able to take on the emerging BRIC economies like India, China, Russia and Brazil.
And this is touching only on the benefit to the UK’s economy from a domestic perspective. Once we better integrate new migrants into the UK and they feel part of and accepted by wider society as equals, UK businesses can tap into their intimate knowledge of foreign markets for export from local knowledge, shopping habits, consumer needs to cultural habits. The possibilities are endless and the potential is huge!
Saad Saraf
CEO
www.mediareach.co.uk
www.mediareachstar.com
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