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  • 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 can shifts up to 33% share for a number of major retailing brands. But this honeymoon is not going to continue as you can see an increasing ...
    Posted to Marketing Forum (Forum) by Saad Saraf on 29 Oct 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 ...
    Posted to Marketing Forum (Forum) by Saad Saraf on 18 Jun 2009

  • The Minority Ethnic Communities – Are we still not getting it?

    It’s the same old story. Article after article telling advertisers and marketers about the minority ethnic communities and their spending power. Did it make a difference? A little, but way too slowly. During this economic downturn, you would think that everyone would be clambering about looking for new opportunities, with clients ...
    Posted to Advertising Forum (Forum) by Saad Saraf on 11 Jun 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 ...
    Posted to Advertising Forum (Forum) by Saad Saraf on 14 Apr 2009

  • Re: Media Buying Agencies in London

    Media Reach Advertising is an integrated multicultural agency targeting affluent groups with high disposable income such as Arabs, Asians, Chinese and Russian to name but a few. They can help brands that wish to spend their budgets to target easy to convert groups.
    Posted to Advertising Forum (Forum) by Saad Saraf on 27 Mar 2009

  • Creative Industries – a white wash!

     I went to Iraq for the opportunity of winning a communications contract. I knew there had been uproar that American companies had won majority of the construction contracts in Iraq following the war. Out of those that lost out, I did wonder, how many of them stopped to realise the real reason for this. What I observed was that the American ...
    Posted to Advertising Forum (Forum) by Saad Saraf on 06 Jun 2008

  • The Sun's going Polish - hurray?

     I was interested in reading that The Sun newspaper, which has run stories like “Polish criminals set free in the UK”, “Poles in benefits scam claims” and “Polish builders nicked my flat” is now bringing out a Polish edition called Polski Sun for Euro 2008. Is this a case of, if you can’t beat them, join them? Don’t get me wrong; it’s good ...
    Posted to Media Forum (Forum) by Saad Saraf on 06 Jun 2008

  • The IPA should practice what they preach.

    Funny how the IPA is attacking the industry for being white , male and middle class yet their council is White, Male and Middle Class. Should't the IPA start to put their house in order before preaching to others? 
    Posted to Advertising Forum (Forum) by Saad Saraf on 21 Apr 2008

  • RE: Does the BBC deliver VFM for the UK Multicutural Groups

    Alex, Multiculturalism is vague if you do not understand it. Britain is multicultural and our research and the feedback we receive from the various groups living and working in the UK are increasingly feeling under represented in the media and the advertising business is guilty of that isolation. The poles, Lithuanian, Slovaks and Bulgarian are ...
    Posted to Media Forum (Forum) by Saad Saraf on 13 Dec 2007

  • Does the BBC deliver VFM for the UK Multicutural Groups

    It is estimated that the multicultural communities contribute some £220 Million for TV licensing and often get poor service or attention by the BBC. They also spend some £300 Million subscribing to their own language and cultural channels. Is it fair to force people to pay for a service they do not have faith in or believe that they ...
    Posted to Media Forum (Forum) by Saad Saraf on 28 Nov 2007

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