Posts tagged ‘Middle East Marketing’

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

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