6/10 Londoners are not of English Origin compared to 1/30 London Advertising Agency Employees - Hmmm

Ethnic marketing- There I just said it. It is not a dirty word anymore. So why is black guy Howard from the Halifax still 'entertaining' the white majority audience?

The issue of marketing to diverse and multi-cultural societies in an optimum manner is something that I think is continuously carried out ineffectively with little consideration.

Living in London is like living in a real life United Nations. The diversity of the market is extreme and most advertising and communications miss these audiences altogether or alienate them by misinformed tailoring. The minorities in London make up nearly a third of all Londoners and with a very high average of disposable income and exposure to media they represent a real opportunity for branding and economic reward for small or large companies. Overlooking this powerful commercial potential illustrates that communications in London can be more efficient.

Addressing the problem begins with cultural sensitivity and a rigorous acknowledgement of intricacies and insights into diverse cultures. The knowledge gained would allow for a disruption of stale stereotypical communications and introduce fresh, original and considered creative messages where all consumers would feel appreciated; something that drives loyalty to a brand.

These informed messages should not tailor to different audiences but should include them in mainstream communications. A great oversight is that these diverse audiences are extremely easy to reach due to the very high ownership of: TVs, mobiles, interactive TV, Internet access and the rapid increase of ethnic TV, radio channels and lifestyle magazines.

Communications and Marketing ultimately strive to satisfy needs, wants and demands of individuals; overlooking such a vast number of accessible individuals is surely marketing failure or just a missed opportunity.

Mono Ghose MA(Hons) - Mavericks Executive Account Director/Partner Mono@mavericks-agency.com

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