Are ad agencies incapable of reaching diverse audiences?
A recent article attributed the failure of ad agencies to target ethnic consumers to the lack of understanding and simply shifted this problem to the “next generation of advertising executives and marketing directors to deal with”, which is simply running away from the problem and a repeat of the same old excuses, which have persisted in the ad industry for more than two decades.
Big brands talk the talk but don’t walk the walk. They talk about inclusivity and representation but do nothing in their advertising campaigns to reflect Britain’s changing make-up!
It is no longer an option to ignore a customer segment as your competition will get to them, eat into your market share and force you out of the market
Some leading brands in the 80’s and early 90’s are not as forceful and top of mind as they used to be. Take an example BT which used to dominate the telecom market and how it finds itself now fighting with other new operators such as Sky, Talk Talk and on the international calling side they have been challenged by 3 relatively new ethnic brands (Lebara, Lyca Mobile & Vectone) who started targeting the multicultural audience and now targeting aggressively BT customer base
Brands, marketers and their lack lustre agencies have failed to reach and connect with the fastest growing niche market in the UK, which is increasing in influence and affluence and in numbers according to the recent Census figures.
Diversity should be driving change within orgs and when there are many products and few buyers. Brands need be innovative and pro-active to target and win new customers and niche markets.
Saad Saraf
CEO
www.thinkethnic.com
