Posts tagged ‘multicultural advertising 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.’

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


Mediareach Advertising

multicultural marketing agency

March 1, 2010

Are brands losing share in the multicultural market place

Walk into any of he 95,000 supermarkets, convenience stores and cash and carry’s, which are controlled largely by the multicultural communities, and one thing you are sure to find out.

These stores, which shifts up to 33% share for a number of major brands, but is this honeymoon going to continue or are we going to see an increasing number of foreign brands imported to the UK to cater for the needs and demands of a growing diverse multicultural consumers.

So what can major brands do in the face of this on-slaught:

1) ignore this phenomenon and assume they are large enough to withstand brands chipping into their sales and competing to win more shelf space from them resulting in their brands continuing to slide further down

2) develop a strategy based on understanding their audiences, motivations and purchasing patterns in order to address their needs, fend the competition and increase their market dominance and share.

Established brands can’t ignore the challenges to their dominance and must continue to learn and innovate to stay on top of their game otherwise they will continue to see their sales and market share dwindling.

Saad Saraf
Multicultural Marketing Specialist
Mediareach Advertising

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.

September 26, 2009

The UK market is changing.. Are you?

The UK is changing. We’re living longer, getting more technologically advanced and most importantly, living in a diverse society. Is this important? We think it is. We’re talking about multicultural marketing. Most people translate that to mean ethnic minorities, but that isn’t, and shouldn’t be, the case. What is culture? Cultures do not remain static. They change and evolve over time and are influenced by exposure to others from around the globe. And that’s what’s happening to the UK today. All cultures are evolving together, influencing one another. We now make a mosaic society – shimmering tiles of various colours, pieced together to create a masterpiece – the UK. Ignore one, and the picture is incomplete. Some people think it’s just a phase. Others think it’s getting harder to communicate to an increasingly diversified market. We think otherwise. A challenge? Yes. Impossible? Not a chance.
Saad Saraf
Mediareach Advertising

September 24, 2009

10 Steps you need to take before choosing an effective ethnic & multicultural advertising and communications agency.

1. Professional Competence
The agency must demonstrate high levels of professional competence in the eyes of their peers, clients and suppliers.

2. Professional Development
The agency is committed to the development of outstanding staff talent through qualifications, craft skills training and Continuous Professional Development (CPD).

3. Market Leaders
The agency should be a proven leaders and have comprehensive knowledge in the ethnic and multicultural market. Check the history of the agency and the campaign work they have done

4. Information and Intelligence
The agency should have access to data, statistics and case studies to share with the client. Look at their case studies and check the quality of their work

5. Accreditation
Check if agency is accredited by any professional advertising bodies. Accredited agencies receive expert advice to ensure their work is legally and regulatory compliant.

6. Research the Agency
Read about the agency and ask their clients for references

7. Proven Effectiveness
As a client you must insist on evaluation, ROI and value for money and check if agency have won any awards.

8. Chemistry
Meet the teams and look at the staff and agency capabilities

9. Financial Stability
The agency must demonstrate financial stability and it is the client duty to check their financial situation to ascertain their strength

10. ISBA Recommended
ISBA, the voice of British advertisers,recommends IPA member agencies

Saad Saraf
Media Reach Advertising