Posts tagged ‘Arab marketing’

June 2, 2011

Glossy magazine targets Arabs in London

Reaching affluent Arabs in LondonA 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
http://www.mediareachstar.com
http://www.hellalondon.com

May 11, 2011

Clearcast publishes figures on BAME representation in commercials

Clearcast data released reveals the portrayal of people from Black, Asian or Minority Ethnic Groups within television commercials.

As of December 2009, agencies have had the option of stating whether the actors within their advertisements are from Black, Asian or Minority Ethnic groups, through the addition of two tick boxes on the Clearcast submission form; ‘Ethnic (BAME) featured artist?’ and ‘Ethnic (BAME) walk-on artist?’

The additional boxes were introduced following discussions between the IPA and Clearcast about tracking the portrayal of people from ethnic diversities in advertising.

Key findings from the submitted data include:

• Of the 34,499 commercials cleared by Clearcast, 1,845 (5.3%) contain BAME actors, according to the data supplied by agencies when they upload the commercials*.

• 1,667 of those 1,845 commercials (4.8%) have featured BAME actors.

• 715 of those 1,845 commercials (2.1%) have walk-on BAME actors.

• Significant product categories indexing greater than 100 for BAME actors are: household equipment, online retail, property, entertainment and pharmaceutical.

• Government indexes strongly overall, however, it actually under-represents featured BAME actors but indexes highly on BAME walk-on actors, giving it a high overall index.

• The worst indexing categories of scale, indexing <60, are food, motoring, mail order, retail, travel and transport, telecoms, household stores, clothing and household appliances.

• According to the data no BAME actors at all appeared in gardening or household appliance ads, although these are small categories.

*This data is reliant on agencies completing the checkboxes when they submit the ads, however, Clearcast cannot rely on the fields being completed in every case. Says Chris Mundy, Managing Director, Clearcast: “”

Says Saad Saraf, Chairman of the IPA’s Ethnic Diversity Group and CEO,
Mediareach: “All of my experience marketing to diverse audiences over 23 years has shown that people react better to advertising when they see themselves reflected in it. So what these figures reveal, rather disappointingly, is that commercials are drastically under-representing the real make-up of the UK, of which BAMEs comprising 13% of the population (ONS Mar 2010). Advertisers are therefore missing out on an important and rapidly growing revenue stream and I'd advise them to take a better look at who their customers are and am sure that representation figures will improve markedly over the coming years”.

Saad Saraf
CEO
Mediareach Advertising
http://www.mediareach.co.uk

April 1, 2011

Immigration – A menace or a blessing for UK Business?

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
http://www.mediareach.co.uk
http://www.mediareachstar.com
https://mediareach.wordpress.com
http://alsaraf.wordpress.com