Posts tagged ‘diversity marketing’

March 14, 2012

London Fashion industry Insights

Fashion week – the designers, glam, creativeness flowing all over, fabrics, goodies and pure fashion, a females heaven! Something that we experienced a few weeks ago – clutched on to Dolce & Gabanna, Roberto Cavalli, Finsk and many more, as well as indulging in the goodies. We’re still having withdrawals from leaving the event, well the ladies in the office are!

An insight: the fashion accounts for 1.7% of UK GDP, twice as much as publishing, car manufacturing or the chemical industry! (Guardian – London Fashion Week displays its global credentials: 17 Feb 2012).

The Arab and Chinese market are key consumers to this industry, with their love of fashion and luxury labels.

The average spend of a Chinese customer on a single transaction in London during January to October last year was 1,058 pounds, 10 times the average spend of the equivalent British shopper. Money is no object for many Chinese shoppers, who have become a common sight strolling the polished floors of posh London department stores such as Liberty, Harvey Nichols and Harrods. (Reuters – UK muse do more to welcome Chinese: Feb 17, 2012)
While the latest figures from West End company which represents 600 premium retailers in London West End showed that Arab shoppers spend 15 times more than the average UK shopper.

Arab tourists from Saudi & the UAE on the other hand are spending £2000 in London priciest stores with June showing an 11% rise in sales due to wealthy Arabs in the capital spending £200 million (www.thinkethnic.com)

A very tempting market, to explore fashionably…

http://www.mediareach.co.uk

December 2, 2011

Mediareach uses a unique insight-planning tool

Mediareach Advertising utilises a unique insight planning tools, which it uses to plan effective media campaign for its clients.
The tool is based on more than 560 diaries used by Asian households of diverse background is the largest in the UK which tracks the most popular Asian television, radio, press and digital channels the community utilises. The tools also tracks programme take up and popularity and the rating they achieve.
This tool has been instrumental in tracking consumer’s media and purchasing patterns and is able to deliver the most effective media plans and ROI for brands.

July 16, 2011

Mediareach Advertising Experiential Activities

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

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

June 2, 2011

Kohinoor Foods awards Mediareach Advertising its full-service marketing brief

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.’

http://www.mediareach.co.uk

May 31, 2011

Elephant Atta’s Healthier Lifestyle Movement

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.

 

 

 

 

 

http://www.mediareach.co.uk

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

March 15, 2011

Are UK broadcasters racist and Xenophobic?

I am hoping not, but the recent comments made by Brian True-May (radio Times) about the lack of ethnic minorities being featured in ITV’s Midsomer Murders reinforces this notion. I find Mr. True-May’s assumption that the only reason the show is so popular is because it includes no ethnic minorities absolutely ludicrous. Has he considered that had producers included a wider, more diverse cast, the show could actually have achieved even higher ratings? Also, I would question his ‘certain type of audience’ and ‘last bastion of Englishness’ comments. By this does he mean a whites-only audience that takes offence to multi-ethnic cast members, and last bastion as in, whites only English? Can Mr. May then please answer me this; why are ethnic minorities then expected to pay a license fee to watch terrestrial TV when executives like him exclude ethnic representation, not because the story requires it, but because he is on a mission to serve a white-only audience.
I don’t mind paying the license fee if the channels we receive on a terrestrial service are serving the needs of everyone. However comments like his compound the case that the fee should be scrapped and people should be allowed to vote with their wallets and only pay for what they want to watch. I think Mr. True-May would get a better perspective of audience ratings if terrestrial TV producers had to fight on an even platform with smaller digital channels for every single viewer.
A word of advice to producers and broadcasters to appoint people of multicultural heritage on their boards and executives so such nonsense would not happen again.

Saad Saraf, CEO multicultural marketing consultancy Mediareach & Chair of the IPA Ethnic Diversity Group.

http://www.mediareach.co.uk

February 5, 2011

Mediareach Advertising backs Arab Orphan Charity

Mediareach Backs Arab charity

Multicultural marketing specialist Mediareach Advertising is rallying the support of its clients and big businesses to support the World Wide Welfare charity, which is holding a charity fundraiser on the 12th of March 2011.
The charity, which provides humanitarian, sustainability, health and educational assistance to orphans in many Arab countries around the world, is holding the event to raise much needed financial aid to continue the fantastic work that they are doing.
Mediareach CEO Saad Saraf said,
‘The World Wide Welfare charity is doing a lot of fantastic work and Mediareach is very happy to contribute and help the charity raise awareness. What we need now is the support of big business and brands to come on board as sponsors and help make this fundraiser a huge success in raising much needed funds’.
The WWW charity’s main purpose is to create and deliver sustainable projects that make a better life for orphan children and give them back their right to live in dignity and have a better future for their children. The charity operates in countries like Iraq where there are more than 3 million orphans, all a consequence not of their own making.
The charity fundraiser will be attending by over 320 of the business and community elite of the UK’s Arab diaspora. The event will be held on the 12th of March at a central London hotel.
Ends.
Notes to editor:
World Wide Welfare:
The charity has three main objectives:
1. To relieve poverty, distress or suffering (including starvation, sickness or any physical disability or affliction) by appropriate charitable assistance whether medical rehabilitation, financial or otherwise, in any part of the world.
2. To promote education by appropriate charitable assistance, including the establishment, maintenance and development of schools, training centers or any educational establishments.
3. To assist in the preservation, conservation and protection of the natural environment for the public benefit in any part of the world.

http://www.mediareach.co.uk