Posts tagged ‘Ethnic marketing agency’

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

September 15, 2010

MRA, Turning diversity into opportunity

Multiculturalism is booming. The emerging markets have strong spending power and they are not afraid to use it, thus creating lucrative avenues for businesses to capitalise on. Without an effective marketing strategy that has a true appreciation of the cultures, the value systems, the communications gap and the means to bridge that, any plans to target these markets are doomed to fail.

The ethnic population in the UK is approximated at 6 million, 10% of Britain’s population and is expected to grow by 2.5% annually, with a disposable income valued at £90 billion. This ranks it as one of the strongest developing niche markets in the UK. Further expansion of the EU will change these proportions and continue to increase the associated complexities in targeting new cultures effectively.

Media Reach Advertising has championed cross-cultural communications since its inception over twenty years ago. We built links with the media, community leaders and organisations to increase our effectiveness and turn the challenge into rewarding opportunities for our clients.
MRA is a true and visionary pioneer in this regard with a total of over 100 years specialist experience within the company. MRA continues to identify innovative means to access new markets with both local and international campaigns.

We provide clients with strategic and integrated marketing and communications solutions, building brands through approaches that extend beyond conventional advertising. MRA believes there is only room for marketing excellence and compelling creative solutions. Bold ideas and strong actions mark our brand and with effective use of strategy and media channels, we can help your brands shine in the ethnic marketplace.

http://www.mediareach.co.uk

September 14, 2010

Elephant Chakki Gold Flour ’45 Years of Tradition Enjoyed Daily’ has been shortlisted for this year’s World Food Awards

Elephant Chakki Gold Atta ’45 Years of Tradition Enjoyed Daily’ has been shortlisted in the following category for this year’s World Food Awards

World Food Award 2010 – Best Marketing Campaign

The World Food Awards are a new, national awards ceremony to recognise the best operators in the world food sector in the United Kingdom and Europe. Last year’s inaugural event was a huge success with the likes of Meena and Kirit Pathak, The Cinnamon Club, Sir Gulam Noon and Levi Rootsof Dragon’s Den fame among the winners celebrating at the ceremony which took place at London’s Hilton Park Lane.

This year’s event will be held on Saturday 23rd October, 2010, again at the Hilton Park Lane, and promises a glittering line-up – including performances from leading artists and a host of celebrities, sports personalities and acclaimed chefs to present the awards.

The event will be broadcast globally by Sony Entertainment Television Asia, organisers of the event, and we are delighted to announce that The AAare now taking over exclusively judging the category World Food Awards – Restaurant of the Year and that this year’s results are being audited and verified by KPMG.

http://www.mediareach.co.uk

April 7, 2010

‘Why multiculturalism becoming the new mainstream?

More people now live in urban cities and the composition of these towns and cities are becoming increasingly multicultural, resulting in more sophisticated, well-networked and demanding consumers who value service, experiences and attention. If brands can’t communicate effectively to this changing demographic, they will find themselves losing market share in the UK.

Approximately 15% of the UK’s population is made up of individuals from multicultural backgrounds, including Indian, Pakistani, Bangladeshi, African, Caribbean, French, Spanish, Polish, Lithuanian, Roma, Arab and South African to name just a few. This seemingly small figure however becomes a lot more significant when conservative estimates from calculate their spending power at more than £300 billion. If the trend is set to continue, being a multicultural marketing agency may be the new ‘mainstream’ agency.

Anecdotal evidence from the clients and communities we work with indicate that most established ethnic communities in the UK have had a lighter recession than most. While the rest of the UK has gotten itself into debt, these communities, including Indians, have relied on their shrewd saving habits and family support networks to see them through the bad times. However, during both the good and the bad times, they’ve always had a little money to spend.  So why are more brands not speaking to them?

That’s not to say that multicultural markets and the wider mainstream consumer markets don’t have anything in common; whether it’s property, food, drink, fashion, banking or lifestyle, they all aspire to something better and represent a share of the market place for brands. However, even after a torrential recession, the penny still hasn’t dropped for many marketers that they need a harder working and wider reaching, inclusive marketing mix.

Traditional mainstream media, although it works for a good portion of the market, doesn’t always translate well into other cultures and brands can lose any connection and relevance with a significant portion of the spending public. Businesses can no longer afford to ignore Britain’s multicultural markets if they want to strategically grow and increase their market share. In fact, cultural media, community messaging and niche marketing is fast becoming the conduit of the advertisers’ in-the-know, who’ve already spotted the value for money and ROI that others are yet to cotton on to.

Spending 100% of your budget on 60% of the population

In cities such as London where up to 40% of the population is made up from what is traditionally considered an ethnic background, diversity is what defines us.  The question then begs to be asked is: in post recession times where budgets are carefully set out and strategically allocated to render the highest possible returns, does it still make sense that brands are spending 100% of their marketing budget on reaching only an average of 60% of the population?

The greatest challenge for specialist marketing agencies like Mediareach Advertising is to show marketers what we already know. The same mainstream message does not fit all audiences and often, to reap maximum returns on advertising and PR investment, you have to speak to individual markets with messages they can relate to.  Meeting niche and multicultural markets halfway can go a long way in securing new market share for your product or service.

Commercially speaking, targeting specific communities with specific products could greatly increase your profit margins without increasing your marketing budget. An example of this is the fact that most Afro-Caribbean and African women residing in Britain spend an average of six times the amount of money on hair and beauty products than their mainstream peers and yet very few beauty and hair product campaigns effectively reach out to this audience.  If the product suited the market and marketing budget was redistributed across this market segment this could mean higher return on investments for your company.

Playing it safe doesn’t serve your bottom line

We say this tongue-in-cheek but it seems that many brand managers and marketers in Britain have too long been sitting in their ivory towers to realise the changing demographics of modern Britain.  Every few years there is a courageous brand manager or marketer who steps out and sets the bar just a little higher than the rest, often with great success.  For the most part however, brand managers across the country aren’t willing to look beyond the same formula that they have been using for the past couple of years.

Unfortunately, and especially in post recession Britain, the same old formula will no longer cut it with consumers.  Fast developing social networking sites, peer to peer information and an ever growing diverse demographic will no longer make allowances for the same old mass produced ‘one size fits all’ marketing campaign. Even financial institutions are investigating alternative credit systems like Sharia finance for a better financial model to avoid another financial disaster. Brands may come to realize that prosperity in post recession Britain will depend on their ability to move with the culture and display open honest two-way communication with their customers.

Thinking outside the box and looking at options you’ve not considered before instead of playing it safe doesn’t have to be an uncalculated risk with dire prospects of failure.  Specialist agencies such as ours can make this a calculated, results driven strategic step to help brands grow and brand managers shine.

The new year may offer many new opportunities but none as exciting as the opportunity to get in on the action of an under-valued market and strengthen the future for exciting brands.

Saad Al’Saraf

CEO

Mediareach Advertising

www.mediareach.co.uk

multicultural marketing agency

October 5, 2009

Do marketers Acknowledge the growth of the multicultural communities?

“It is time our industry acknowledged the growth of our multicultural communities and targeted this niche market,” says Saad Saraf, CEO, Media Reach.
Multiculturalism in the UK, especially London, is not a new phenomenon, but it is the biggest and fastest growing sector in the UK and it is high time that marketers and brand owners stopped overlooking this fact.
In terms of population, the number of BME (black and minority ethinc) groups is approaching 10% and in many cities they make up some 30-40% of the population. In terms of business, in London alone for example, there are 66,000 ethnic-owned businesses, employing 560,000 people and generating a combined sales turnover of £90 billion – and this doesn’t even include the 93,000 self-employed minority ethic people (LDA 2005). Alongside this business growth, is also a change in the make-up of the ethnic communities. They are younger, well educated, like branded goods, embrace luxury and essentially have more disposable income – in excess of £60 billion pounds in fact.
Despite this, it seems that an alarming percentage of marketers do not see any value in targeting the ethnic and multicultural audiences, or that they believe (wrongly) that their mainstream messages will reach them in the same desired ways. Marketers now need to learn to keep up with multicultural trends and how to communicate effectively with their target audiences.
Targeting the ethnic communities in the UK
It’s a well-documented fact that cultural groups and migrants usually turn to their own media for information and entertainment when they are in foreign countries.
Ethnic groups’ consumption of their own specialist media is high as it offers cultural familiarity, access to news and entertainment in their home language, extensive news from back home, as well as discussions and coverage of relevant issues facing the community.
On the other hand consumption of mainstream media is low due to lack of relevant programming, coupled with language barriers facing any new group or community (e.g. Asian, Polish, Chinese, Arab etc). The other point of contention between mainstream and ethnic media is that representation of ethnic people in mainstream media is low or in a secondary role.
Ethnic media in the UK has grown dramatically from eight titles 20 years ago to more than 56 TV stations, 24 radio channels and more than 180 titles which target the younger generations, as well as the gate keepers and influencers.
Multicultural groups embrace new technology and 61% have internet access which is higher than the mainstream average. In addition, cinemas that show Bollywood movies are extremely popular and tend to attract the younger crowd.
A recent Ofcom report into the ethnic communities found that in terms of usage and general competence, ethnic minority groups have higher levels of media literacy compared to the UK as a whole.

So in summary, my call to action is for our industry to move with the times by appealing to the wants and needs of a more diverse consumer society. Marketers must start to pay attention to the needs of these often hard to reach communities and this is where agencies with long-established relationships and a deep understanding of these communities’ needs will come to the forefront.
Saad Saraf is CEO of Media Reach
Media Reach is a fully integrated agency specialising in multicultural advertising, established 21 years ago. specialises is multi-cultural was established 21 years ago.
http://www.mediareach.co.uk