2014 Study by The

CHEWA CARIBBEAN AUSTRIAN VIETNAMESE ZULU ORIYA SWEDISH PERSIAN MARATHI KURDISH MALAYALAM AZERBAIJANI SLOVENIAN SLOVAK BOSNIAN JAVANESE MANDARIN ASSAMESE POT- WARI HMONG PORTUGUESE ARABICFARSI XIANGSCOTTISH CANTONESE KOREAN GERMAN MIN- NAN PANJABI DONGO- TONO An in-depth in 2014 Britain Multicultural view into COLUMBIAN

SHONAIRISH GUJARATI GYPSYHAUSA AFRIKANER TRAVELLER MALTESE HAITIAN CREOLE

SUN- SOMALIJIN ITALIAN DAN- HAKKA PASHTO SERBIAN/CROATIAN ESE TURKISH NEPALESEYIDDISH LAT- VIAN BURMESE CZECHPOLISH JAMAICAN Senior Economics Commentator Economics Senior Guardian’s SWISS

the AKAN

and MediaCom’s Head of CultureCom Sanjay Shabi Sanjay Head of CultureCom and MediaCom’s KRIO An update from the IPA with key contributions from contributions with key IPA from the An update ROMANI BULGARIAN MIN- LITHUANIAN DONG Aditya Chakrabortty, specialist researcher Jessica Mai Sims Jessica researcher specialist Chakrabortty, Aditya ENGLISH WELSH ETHIOPIANGANURDUBENGALI RUSSIAN QUECHUA MALAY KISWAHILI FILIPINOCHINESE TAMIL IGBO ESTONIAN FRENCH ALBANIANROMANIAN SPANISH GREEK SIN- PAKISTANI HALA JAPANESE DUTCH TELUGU TIGRINYA BELGIAN WU The New Britain

Preface 01 Management summary 02 Britain’s changing demographics 03 Marketing to ethnic minorities 12 The ethnic media landscape 18 How the IPA is diversifying talent 25 Appendices including IPA Agency Census figures 28 About the authors THE NEW BRITAIN 01 Preface

Two years ago the IPA published 2012 This latest IPA report therefore provides Multicultural Britain, a first look at the an important update for marketers as it 2011 ONS Census Data to show how sets out the most important and Britain’s demographics are changing and interesting facts about Britain’s growing that more and more people are making BME population. Britain their home. It further explores their spending habits, The ONS Census now records 18 ethnic attitudes and behaviours and looks at two groups in five broad categories. After White, new questions: language and length of the largest groups in ascending order are residency in the UK to provide insights into Asian, Black, Mixed and Other. There are generational differences. It discusses the also 60 smaller ethnic and national marketing challenges. It shares some case groups making Britain their home. histories. It outlines the ethnic media landscape and highlights new initiatives There is a wealth of information for and developments that have taken place marketers to get to grips with: since the 2012 Multicultural report.

“The black and minority ethnic (BME) We very much hope it is useful to you. population in the UK has more than doubled in the last 30 years and is expected to have doubled again by 2045.” The black and minority “The top five countries of origin in the last five years include Lithuania, Poland, ethnic (BME) Romania, China and the Philippines.”

“One-in-four babies has a mother born population in the UK outside of the UK.” has more than doubled in the last 30 years and is expected to have doubled again by 2045 THE NEW BRITAIN 02 Management summary

The facts about Britain’s ethnic minorities • BME groups account for 12.8% of the population of the UK (page 3). • England is the front runner in ethnic diversity with two-in-five BMEs living in London (page 4). • The top five countries of origin for recent migrants include Lithuania, Poland, Romania, China and the Philippines (page 4). • If Romanians and Bulgarians did arrive in the UK in higher numbers we can expect them to form communities like other newly arrived Europeans.This group would have high labour market participation (page 9). • One-in-four babies in 2011 has a mother born outside of the UK (page 6). • Caribbeans experienced the smallest, and ‘Other Black’ one of the greatest, population growths of all the BME groups (page 6). • There has been a 226% increase of the ‘Other Asian’ group which reflects how ethnic categories are being redrawn and redefined (page 6). • Africans are the fastest growing ethnic group in England and Wales (page 8). We may see new African categories added in the future (page 8). • Younger people from Chinese and Arab backgrounds are the most likely of all ethnic groups to be studying (page 8). • The ‘Arab’ category is one of the newest ethnic minority groups added to the Census. Over half of this population is under 30 and three-quarters of this category have been born abroad (page 8). • The ‘Other White’ group has grown by 85% since the 2001 Census due to enlargement of the EU in 2004 and 2007 (page 9). • English is still the main language for 92% of the population (page 9).

The myths that are wrong about ethnic minorities • They don’t spend (page 13). • They behave the same as whites (page 13). • They are too hard to target (page 14).

Ethnic media overview • Due to renewed economic confidence and ongoing maturity within the ethnic media landscape, ethnic media is becoming increasingly more dynamic (page 18). • 77% of British Asians feel mainstream advertising has no relevance to them (page 18). • The Polish community are not only highly mobile but are more likely to rent and reside in disparate locations spread out across the country (page 21). • 62% of Polish residents rely on word-of-mouth as their primary recommendation source (page 21). • Asians have the highest rates of internet usage, broadband penetration and PC usage (page 20). • In the past four years, 56 television channels have become available to South Asian audiences (page 21). • UK-based ethnic media owners are now cultivating bespoke, home grown content for British ethnic minorities rather than relying on sourcing content from countries of origin (page 22). THE NEW BRITAIN 03 Britain’s changing demographics

In March 2011 there was a public outcry In this chapter we’ll look at the latest data about the lack of minority ethnic to create some pen portraits of society. representation in British television. The information presented is brief, just to Brian True-May was suspended from his give you a flavour of different groups, role as producer for the television show with the hope that you will want to know Midsomer’s Murders for his comments more about these groups. That more about wanting the show to remain “…the detailed information, which goes beyond last bastion of Englishness”. The rationale numbers and proportions presented here, for his statement was that it was logical to is best left up to the agencies that have only white characters, as the intent specialise in minority segments and was to portray a typical English town. communities. Appreciating differences within and between communities makes It seems that nowadays the last bastion of business relevant to a new Britain – one Englishness really does only exist as a that is increasingly diverse and globally fictional town on television. Less than two connected. So what can the Census tell us weeks after those comments, the nation about Britain’s present and future? would participate in ‘Census Day’ and By Jessica Sims and Aditya Chakrabortty discover how much society has changed over the past ten years. On 27 March 2011, The New Britain the minority ethnic population of the UK At the time of the 2011 Census, the would grow to over 8 million people, or population of the UK totalled 63.1 million nearly 13% of the total population. people, with 12.8% coming from a black and minority ethnic (BME) group – though, This most recent Census told us two ethnic diversity isn’t spread evenly Fact: important things about society. First, one throughout the UK. At 7.8 million people, would struggle to find a town with no the BME population in England and Wales non-white faces, no migrants or children is larger than the total populations of BME groups account of migrants. Quite simply, diversity isn’t Scotland and Northern Ireland combined limited to city centres but is spreading and, incredibly, England and Wales is across the country. Second, Britain’s home to 97% of all BME people in the UK. for 12.8% of the diversity is rich and growing, with the BME groups account for 14% of the number of cultures, nationalities, and population of England and Wales, 4% of 1, 2 language groups on the rise. This fact may Scotland and 1.7% of Northern Ireland. population of the UK seem like common knowledge to any commuter on the top deck of a city bus, but now we have the figures to back up our observations.

1 ONS. 2013e, National Records of Scotland. 2013 and NISRA 2013 2 Ibid., Lithuania

Poland China

ies of The top fiveThe top countr recent origin for include migrants Lithuania, Poland, Romania, and the Philippines RomaniaFact:

China Fact: 41% of BME in groups andEngland live in Wales London as London to compared only 10% of white groups Simpson 2013 ONS 2012b ONS 2013a Ibid., Simpson 2013 Statistics Canada 2013 and Humes et al. 2011 Coleman 2013 173 from at least 1000 residents are The Census shows that there nations. ONS 2013f and Paccoud 2013. ONS 2013f 3 4 5 6 7 8 9 Philippines10 11 9 A generation A generation 11 Though we can only take so Though we 10 The number of non-white people The 8 much out of this data – just because you – just much out of this data mean are born outside of the UK doesn’t life in spent most of your haven’t you born to British were you Britain. Or that parents living abroad. the 2011 For the first time in its history, year on the Census collected information those people born outside the for of arrival a better understanding of UK, allowing for changed have how migrant populations 1981, the top five Before the years. over people settled in the countries of birth for UK included Poland, Republic of Ireland, and Pakistan. India, Italy, Two factors have contributed to the growing contributed factors have Two First, more minority ethnic population. The their home. made Britain people have has grown by 1.5 population foreign-born million 7.5 to times in the past ten years people and represents 173 out of the world’s 229 nations. Defiantly Diverse Defiantly American be behind its North Britain may where in terms of diversity, counterparts 19% of account for non-white minorities in Canada and 44% in the the population USA. later, this changed to Lithuania, Poland, later, Romania, China and the Philippines — meaning, people from these later countries are most likely to be recently settled migrants. has doubled in the UK in the past 30 years in the past 30 years has doubled in the UK change in massive – which represents a It’s been predicted in just one generation. groups in the UK BME for another 30 years today. to be twice as large as 7

3 4

6 The concentration is particularly is particularly concentration The 5

people. compared with only one-in-tencompared with only white two-in-five BME people live in London as BME people live two-in-five ethnic diversity. In England and Wales, In England and Wales, ethnic diversity. is what makes England the frontrunner in makes England the frontrunner in is what The concentration of BME groups in London of BME The concentration BME populations from about 2% to 4%. populations BME East and the South West, doubled their doubled their East and the South West, Even the whitest regions of Wales, the North regions of Wales, the whitest Even diverse areas as in previous years. diverse and Oldham, which continue to be highly and Oldham, which continue to be highly in Birmingham, Bradford, Manchester Bradford, Birmingham, in resonate multicultural audiences would Campaigns targeting mixed and Over the past ten years, regions within regions the past ten years, Over THE NEW BRITAIN / BRITAIN’S CHANGING DEMOGRAPHICS CHANGING / BRITAIN’S NEW BRITAIN THE has increased its diversity since 2001. has increased its diversity there, with the exception of Forest Heath, of Forest Heath, there, with the exception diverse. In fact, every authority local diverse. have become more become have Wales England and North West. North West. the Humber, the West Midlands and the the West the Humber, likely to live in London as Yorkshire and in London as Yorkshire likely to live Caribbeans whereas Pakistanis are as each of all Black Africans and Black stark for some groups: London holds 58% some groups: London holds stark for between 35% and 45% of those populations. between people forming a majority, yet they are only yet a majority, people forming Normally you would expect White British expect White British would Normally you for the majority of the population. of the population. the majority for boroughs where no ethnic group accounts boroughs where no ethnic group accounts local authorities outside of London’s local authorities outside of London’s Slough, Luton and Leicester are the first Slough, Luton and Leicester are the first experienced in other parts of the world. experienced in other parts of the world. ‘ghettos’ than mixed areas rather of minorities have produced diverse and produced diverse of minorities have We’re finding that residential concentrations residential that finding We’re 04 05 Ethnic diversity by region

Northern Scotland England Wales North East North West Yorkshire and East Midlands West Midlands East London South East South West Ireland and Wales The Humber All 1,810,863 5,295,000 56,075,912 3,063,456 2,596,886 7,052,177 5,283,733 4,533,222 5,601,847 5,846,965 8,173,941 8,634,750 5,228,935

White 1,779,750 5,084,000 48,209,395 2,928,253 2,475,567 6,361,716 4,691,956 4,046,356 4,663,669 5,310,194 4,887,435 7,827,820 5,046,429 98.3% 96.0% 86.0% 95.6% 95.3% 90.2% 88.8% 89.3% 82.7% 90.8% 59.8% 90.7% 95.4% Other White 163,000 2,485,942 55,932 34,425 151,570 130,031 143,116 139,386 260,286 1,033,981 380,709 156,506 3.1% 4.4% 1.8% 1.3% 2.1% 2.5% 3.2% 2.5% 4.5% 12.6% 4.4% 3.0% BME 31,113 210,000 6,642,117 135,203 121,319 690,461 591,777 486,866 968,178 536,771 3,286,506 806,930 242,506 1.7% 4.0% 11.8% 4.4% 4.7% 9.8% 11.2% 10.7% 17.3% 9.2% 40.2% 9.3% 4.6% Mixed 6,014 20,000 1,224,400 31,521 22,449 110,891 84,558 86,224 131,714 112,116 405,279 167,764 71,884 0.3% 0.4% 2.2% 1.0% 0.9% 1.6% 1.6% 1.9% 2.4% 1.9% 5.0% 1.9% 1.4% Indian 6,198 33,000 1,412,958 17,256 15,817 107,353 69,252 168,928 218,439 86,736 542,857 152,132 34,188 0.3% 0.6% 2.5% 12.8% 13.0% 15.5% 11.7% 34.7% 22.6% 16.2% 16.5% 18.9% 14.1% Pakistani 1,091 49,000 1,124,511 12,229 19,831 189,436 225,892 48,940 227,248 66,270 223,797 99,246 11,622 0.1% 0.9% 2.0% 9.0% 16.3% 27.4% 38.2% 10.1% 23.5% 12.3% 6.8% 12.3% 4.8% Bangladeshi 540 4,000 447,201 10,687 10,972 45,897 22,424 13,258 52,477 32,992 222,127 27,951 8,416 0.0% 0.1% 0.8% 7.9% 9.0% 6.6% 3.8% 2.7% 5.4% 6.1% 6.8% 3.5% 3.5% Chinese 6,303 34,000 393,141 13,638 14,284 48,049 28,435 24,404 31,274 33,503 124,250 53,061 22,243 0.3% 0.6% 0.7% 10.1% 11.8% 7.0% 4.8% 5.0% 3.2% 6.2% 3.8% 6.6% 9.2% Other Asian 4,998 21,000 835,720 16,318 13,695 46,750 39,961 37,893 74,997 58,871 398,515 119,652 29,068 0.3% 0.4% 1.5% 12.1% 11.3% 6.8% 6.8% 7.8% 7.7% 11.0% 12.1% 14.8% 12.0% African 2,345 29,000 989,628 11,887 10,982 59,278 46,033 41,768 64,253 69,925 573,931 87,345 24,226 0.1% 0.5% 1.8% 8.8% 9.1% 8.6% 7.8% 8.6% 6.6% 13.0% 17.5% 10.8% 10.0% Caribbean 372 3,000 594,825 3,809 1,193 23,131 23,420 28,913 86,794 33,614 344,597 34,225 15,129 0.0% 0.1% 1.1% 2.8% 1.0% 3.4% 4.0% 5.9% 9.0% 6.3% 10.5% 4.2% 6.2% Other Black 899 3,000 280,437 2,580 1,045 15,460 10,892 10,803 31,078 13,903 170,112 14,443 10,121 0.0% 0.1% 0.5% 1.9% 0.9% 2.2% 1.8% 2.2% 3.2% 2.6% 5.2% 1.8% 4.2% Arab 9,000 230,600 9,615 5,850 24,528 21,340 9,746 18,079 10,367 106,020 19,363 5,692 0.2% 0.4% 7.1% 4.8% 3.6% 3.6% 2.0% 1.9% 1.9% 3.2% 2.4% 2.3% Any other 2,353 5,000 333,096 5,663 5,201 19,688 19,570 15,989 31,825 18,474 175,021 31,748 9,917 ethnic group 0.1% 0.1% 0.6% 4.2% 4.3% 2.9% 3.3% 3.3% 3.3% 3.4% 5.3% 3.9% 4.1%

Number and proportion by region Sources: ONS 2013a; National Records of Scotland 2013; and NISRA 2013 THE NEW BRITAIN / BRITAIN’S CHANGING DEMOGRAPHICS

06 % Population% of Group Born% Group with aReligion Age Profile Geographical England and WalesAbroad non-UK Nationality Distribution (top 3) The second factor resulting in population Indian 2.5% 57.1% 24.6% Hindu 44.0% 0-24 32.4% London 38.4% growth is that people who have settled are Sikh 22.1% 25-49 44.5% East West 12.0% Fact: Muslim 14.0% 50-64 14.9% Midlands 15.5% going on to have families. In 2011 one-in- 65+ 8.1% four babies in England and Wales were One-in-four Bangladeshi 0.8% 48.1% 15.5% Muslim 90.0% 0-24 51.3% London 49.7% born to a foreign-born mother – the highest 25-49 38.6% North West 11.7% 50-64 6.4% West Midlands 15.5% proportion since when this information 65+ 3.7% babies in 2011 has 12 began to be recorded in 1969. Poland, Pakistani 2.0% 43.9% 15.5% Muslim 91.5% 0-24 48.3% Yorkshire and Pakistan and India emerged as the top 25-49 38.7% The Humber 20.1% a mother born 50-64 8.6% West Midlands 20.2% three countries of birth of foreign-born 65+ 4.4% London 19.9% mothers, as you would expect since those Other Asian 1.5% 75.2% 44.9% Christian 26.5% 0-24 48.3% London 47.7% outside of the UK communities are three of the country’s Muslim 23.3% 25-49 38.7% South East 14.3% Hindu 17.8% 50-64 8.6% West Midlands 9.0% largest minority groups. Buddhist 1.2% 65+ 4.4% Chinese 0.7% 76.3% 48.0% No religion 55.6% 0-24 40.9% London 31.6% The growth of different ethnic and Buddhist 12.6% 25-49 41.8% South East 13.5% national groups has resulted in the Census Christian 19.6% 50-64 12.3% North West 12.2% 65+ 5.0% now recording 18 ethnic groups in five broad categories. After White, the largest groups in descending order are Asian, Black, Mixed and Other. In reality the The traditional Asian groups – Indian, The most striking ethnic change observed by the Census is the 226% increase of ‘Other Census categories only represent a fraction Pakistani and Bangladeshi – still remain Asian’ people. This change is remarkable at face value, but it reflects more how ‘Asian’ 14 of diversity, with more than 60 smaller the largest of the minority ethnic groups no longer only equates to people from the subcontinent. Over the years, ethnic ethnic and national groups also making and represent over a third of the total BME categories are redrawn and redefined – particularly who is counted in the Other groups Britain their home. population in England and Wales. – so it’s difficult to compare change over time. In 2001 Malaysians or Filipinos would Pakistanis and Bangladeshis have younger have been categorised as Any Other Ethnic Group but now they are included in Other age profiles than Indians, with about half Asian. Chinese is another group that has been included in the broader Asian category, their populations under 25 years old. They starting in 2011. are also more likely than Indians to have a UK nationality (15% and 15% vs.25%) and to Caribbeans are the only minority group with less than average population growth (6% vs 13 15 be Muslims (90.5% and 91% vs.14%). 8% respectively). This group has a longer history in the UK than other migrant origin groups, are the most likely of all minority groups to only have a UK nationality and have These three groups are probably the best high rates of forming mixed ethnic partnerships. Research suggests that nearly 50% of understood of all minority markets because Caribbean children have one white parent. When you consider the population size and of their population sizes and length of growth of the Mixed White and Caribbean group in comparison to the Caribbean group, presence in the UK. by the time of the next Census there might be more people identifying in the former 16 rather than the later category.

12 ONS 2012b 13 ONS 2013a 14 ONS 2013f 15 Ibid., 16 Platt 2009 Sources: ONS 2013a; ONS 2001 and ONS 1991 v Number and proportion of population % increase Ethnic diversity 1991 2001 2011 2001-2011 White 46,937,861 47,520,866 48,209,395 94.08% 91.31% 85.97% 1.45% English/Welsh/Scottish/Northern 45,553,741 45,134,686 Irish/British 87.49% 80.49% -0.88% Irish 641,804 531,087 1.23% 0.95% -17.25% Gypsy or Irish Traveller 57,680 0.10% Other White 1,345,321 2,485,942 2.59% 4.43% 84.78% Mixed 661,034 1,224,400 1.27% 2.18% 85.22% White and Black Caribbean 237,420 426,715 0.46% 0.76% 79.73% White and Black African 78,911 165,974 0.15% 0.30% 110.33% White and Asian 189,015 341,727 0.36% 0.61% 80.79% Other Mixed 155,688 289,984 0.30% 0.52% 86.26% Asian 192,930 2,500,685 4,213,531 0.39% 4.81% 7.51% 68.50% Indian 830,205 1,036,807 1,412,958 1.66% 2.0% 2.52% 36.28% Pakistani 455,363 714,826 1,124,511 0.91% 1.37% 2.01% 57.31% Bangladeshi 161,701 280,830 447,201 0.32% 0.54% 0.80% 59.24% Chinese 146,462 226,948 393,141 0.29% 0.44% 0.70% 73.23% Other Asian 192,930 241,274 835,720 0.39% 0.46% 1.49% 246.38% Black 884,374 1,139,577 1,864,890 1.77% 2.19% 3.33% 63.65% African 209,589 479,665 989,628 0.42% 0.92% 1.76% 106.32% Caribbean 499,030 563,843 594,825 1.0% 1.08% 1.06% 5.49% Other Black 175,755 96,069 280,437 0.35% 0.18% 0.50% 191.91% Other 281,381 219,754 563,696 0.56% 0.42% 1.01% 156.51% Arab 230,600 0.41% Any other ethnic group 219,754 333,096 0.42% 0.59% 51.58% THE NEW BRITAIN / BRITAIN’S CHANGING DEMOGRAPHICS

Population growth

08 191% Other Black % Population% of Group Born% Group with aReligion Age Profile Geographical England and WalesAbroad non-UK Nationality Distribution (top 3)

African 1.8% 67.3% 41.3% Christian 69.9% 0-24 44.8% London 58.0% Fact: Muslim 20.9% 25-49 44.7% South East 8.8% 50-64 8.1% East 7.1% Africans are 65+ 2.4% Other Black 0.5% 31.6% 18.0% Christian 55.4% 0-24 51.8% London 60.7% Muslim 20.5% 25-49 37.7% West Midlands 11.1% No religion 11.5% 50-64 7.3% North West 5.5% the fastest 65+ 3.1% Caribbean 1.1% 39.9% 12.0% Christian 74.2% 0-24 29.5% London 57.9% growing ethnic No religion 12.9% 25-49 40.3% West Midlands 14.6% 50-64 16.2% South East 5.8% 65+ 13.9%

group in England Arab 0.4% 72.4% 43.2% Muslim 77.3% 0-24 44.4% London 46.0% Christian 9.5% 25-49 43.6% North West 10.6% 50-64 8.7% Yorkshire and and Wales 65+ 3.4% The Humber 9.3% Other 0.6% 68.6% 38.9% Muslim 33.7% 0-24 34.6% London 52.5% Christian 26.8% 25-49 47.9% West Midlands 9.6% Sikh 12.0% 50-64 12.1% South East 9.5% No religion 12.0% 65+ 5.4% Mixed 2.2% 19.5% 11.9% Christian 46.3% 0-24 63.7% London 33.1% No religion 32.3% 25-49 28.1% South East 13.7% Muslim 8.4% 50-64 5.4% West Midlands 10.8% 65+ 2.8%

Fact: Alongside the modest Caribbean growth, This compares with how people in the African category are more likely to have been born there has been an incredible increase in abroad and have a foreign nationality. There are twice as many Africans in the UK now 17 18 Caribbeans the size of the Other Black group, of 191%. than ten years ago, making them the fastest growing ethnic category. If growth The majority of people in the Other Black continues, say because of immigration or high birth rates, we might see new categories experienced the group were born in the UK, which raises added under the African category in the future, like Nigerian and Somali. the question of what exactly makes this smallest, and group ‘Other’. Like with Caribbeans, this In 2011, the Arab category was the newest minority ethnic group added to the Census. population change may also be a reflection Over half of this population is under 30 years old and three-quarters were born abroad. Other Black one of how people choose to identify – a young Like Chinese, they have high rates of participation in education. In the 16-24 age group, person two generations removed from 77% of Chinese and 65% of Arab people are studying – which compares with only 27% of 19 of the greatest, Jamaica might not see themself as White British people in the same age group. Over half of the people from the Arab Caribbean but as another identity rooted Middle East countries arrived in the past ten years, which may mean that this group has in British culture. tended to settle after finishing their higher education. population 17 ONS 2013a, ONS 2001 and ONS 1991 18 Ibid., growths of all 19 ONS. 2013g 6% Caribbean the BME groups

09 % Population% of Group Born% Group with aReligion Age Profile Geographical England and Wales Distribution Fact: Abroad non-UK Nationality (top 3) While not a visible minority, the Other White British 80.5% 2.1% 0.3% Christian 63.7% 0-24 28.8% South East 16.3% 92% of the White group represents a growing No religion 28.0% 25-49 32.5% North West 13.6% 50-64 19.9% East 11.0% minority group that largely owes its 85% 65+ 18.8% growth to immigration. The Accession of population speak Other White 4.4% 85.5% 77.3% Christian 65.1% 0-24 27.3% London 41.6% the ten central European countries to the No religion 18.7% 25-49 56.0% South East 15.3% Muslim 5.3% 50-64 10.4% East 10.5% English as their EU in 2004 and in 2007 had a tremendous, Jewish 1.6% 65+ 6.3% and recent, impact on the cultural diversity in the UK. Eighty per cent of main language people born in Lithuania, Poland and Romania came to the UK after 2004 and As of 1 January 2014, Romanian and If Romanians and Bulgarians did arrive in the UK in high numbers, we could expect high birth rates would suggest that people Bulgarian citizens have unrestricted access them to form communities like that of other newly arrived Europeans. They would have 20 are planning to stay over the longer term. to live and work in the UK. It is difficult to high labour market participation due to their concentration in working ages, relatively Their patterns of settlement are unlike know just how many of these citizens will high rates of being self-employed and possibly birth-rates in line with other migrant 23 other migrant groups who are mostly make Britain their home – the government groups. attracted to London and other city centres. has not calculated official estimates, but Polish is spoken in 95% of electoral wards some put their numbers as high as 50,000 As with other migrants, we are likely to see a preference and demand for culturally 22 in England and Wales and Scotland’s arrivals annually. It seems unlikely that relevant products and information in their first language. As we’ll see from Sanjay Census had a singular Polish category that this will be the case since they have been Shabi’s chapter in this report, culturally specific media is growing, especially in relation 21 accounted for 1.2% of the total population. allowed to work in the UK since 2007 to newer migrant groups to the UK. This demand is probably both to do with preference (albeit with restrictions) and they are also and necessity. English is still the main language for 92% of the population and even those allowed to go to other EU countries, who have a non-English main language, mostly reported being able to speak English 24 including their usual preference of Italy well or very well (79%). So, about 863,000 people report that they do not speak English 25 and Spain. either well or at all, which is less than 2% of the population of England and Wales.

While there are many foreign languages spoken in the UK, they are all spoken by Fact: relatively small numbers of the population. After English, European and South Asian languages are the most prevalent main languages, which are spoken by 3.4% and 2.4% Younger people from of the population (respectively). Polish, perhaps unsurprisingly, is the largest single language group behind English. At nearly half a million speakers, Polish speakers Chinese and Arab represent 13% of all people with a non-English main language. backgrounds are the most

likely of all ethnic groups 20 ONS. 2013f 21 Gopal and Matras 2013a and National Records of Scotland 2013 22 Huffington Post 2013 23 Dustmann et al. 2010 24 Gopal and Matras 2013b to be studying 25 ONS. 2013c SOMALI NEPALESE ITALIAN Main language spoken Number and proportion of total England ROMANIAN JAPANESE Main language and Wales Inner London Outer London All categories 53,961,451 3,090,455 4,719,487 GREEK English (English or Welsh if in Wales) 49,808,185 2,312,711 3,770,709 IGBO 92.3% 74.8% 79.9% ARABIC French 147,099 42,050 27,879 KRIO 0.3% 1.4% 0.6% Portuguese 133,453 56,312 29,475 0.2% 1.8% 0.6% POLISH Spanish 133,453 56,312 29,475 0.2% 1.8% 0.6% PORTUGUESE Other European language 1,214,776 192,182 236,273 LAT- (EU): Total 2.3% 6.2% 5.0% VIAN Polish 546,174 50,999 96,817 1.0% 1.7% 2.1% RUSSIAN Any other European (EU) language 668,602 141,183 139,456 BURMESE 1.2% 4.6% 3.0% BENGALI Other European language (non EU) 237,117 73,466 66,625 TELUGUSYLHETI/CHATGAYA BHOJPURI 0.4% 2.4% 1.4% Arabic 159,290 35,148 35,454 CANTONESE 0.3% 1.1% 0.8% West/Central Asian language 184,665 28,150 54,096 AKAN 0.3% 0.9% 1.1% South Asian language: Total 1,296,833 164,161 343,514 2.4% 5.3% 7.3% THAI Panjabi 273,231 7,985 60,540 MALAY 0.5% 0.3% 1.3% POT- Urdu 268,680 23,344 55,323 ENGLISH 0.5% 0.8% 1.2% WARI WELSH Bengali (with Sylheti and Chatgaya) 221,403 87,423 26,844 ESTONIAN 0.4% 2.8% 0.6% HEBREW 213,094 16,767 84,909 AMHARICURDUPANJABI Gujarati 0.4% 0.5% 1.8% Tamil 100,689 12,622 57,943 CHINESEROMANI 0.2% 0.4% 1.2% SPANISH MIN- Any other South Asian language 219,736 16,020 57,955 DONG 0.4% 0.5% 1.2% GUJARATIFRENCH East Asian language: Total 387,829 65,929 62,220 0.7% 2.1% 1.3% BULGARIAN Chinese 207,481 29,038 24,721 0.4% 0.9% 0.5% GERMANBOSNIAN SIN- HALA Any other East Asian language 180,348 36,891 37,499 0.3% 1.2% 0.8% TAMIL African language 244,057 65,239 66,977 TURKISH 0.5% 2.1% 1.4% Other language 27,925 4,248 5,932 FARSI 0.1% 0.1% 0.1% Source: ONS 2013b THE NEW BRITAIN / BRITAIN’S CHANGING DEMOGRAPHICS 11 References The capital has the largest concentration Imagining Alternatives Codrea-Rado A. 2013. ‘Shortfall NISRA. 2013. Table DC2101NI: Paccoud A. 2013. Country of birth Ethnic Group by age and sex. in the 2011 Census: a view of migration of people who have their main language The results of the 2011 Census show that in the languages the UK needs the most’. 20 Nov. The Guardian. Northern Ireland Statistics and in London and English local authorities. other than English, with 42% of people our Britain is increasingly more diverse. www.theguardian.com/ Research Agency Ordinary streets working papers who don’t use English as their main Ethnic minorities aren’t only found in education/2013/nov/20/shortfall- (unpublished). London: LSE languages-uk-needs-most ONS. 1991. Table L06 – Ethnic Group. Cities Programme language living in London. Some languages cities, they aren’t necessarily immigrants London: ONS are more likely to be concentrated in and furthermore, each group represents a Coleman D. 2013. Immigration, Platt L. 2009. Ethnicity and family. Population and Ethnicity: The UK in ONS. 2001. Table S101 – Sex and age Relationships within and between London like Bengali, Portuguese, French, range of cultural, religious, and linguistic International Perspective. Migration by ethnic group ethnic groups: An analysis using the 26 . London: ONS Spanish, and Tamil, than other cities. subgroups. In terms of planning advertising Observatory briefing. Oxford: Labour Force Survey. London: EHRC. Births in England and Other languages are more evenly spread that resonates with people, this means COMPAS, University of Oxford ONS. 2012a. Wales by Parents’ Country of Birth, Simpson L. 2013. Does Britain Have throughout the country like Panjabi, that marketeers should be considering 2011 Plural Cities? 27 Dustmann C, Frattini T, and . London: ONS Manchester: Centre Chinese and Polish. how to engage society by reflecting an Halls C. 2010. ‘Assessing the on Dynamics of Ethnicity (CoDE) everyday reality where differences inform Fiscal Costs and Benefits of A8 ONS. 2012b. ‘England and Wales Migration to the UK’.Fiscal Studies has become more ethnically Statistics Canada. 2013. The Census data only relates to main people’s attitudes and behaviours. (31). p: 1-41 diverse in the past decade’. ‘Immigration and Ethnocultural Diversity in Canada’ languages and doesn’t take in account for 11 December, Gopal D and Matras Y. 2013a. www.ons.gov.uk/ons/rel/ www.statcan.gc.ca/daily- all the multi-lingual residents with So when you plan your campaign for What Languages are Spoken in England census/2011-census/key-statistics quotidien/130508/dq130508b- varying fluency. One study found that in blushing new mum Anne Other and three and Wales. Manchester: Centre -for-local-authorities-in-england eng.htm just one kilometre stretch of a busy South of her closest friends, who springs to on Dynamics of Ethnicity (CoDE) -and-wales/sty-enthnicity- in-england-and-wales.html London street, 11% of proprietors spoke mind? Chances are, at least one of them Gopal D and Matras Y. 2013b. Who can and cannot speak English Table DC2101EW – Ethnic one language, 61% spoke two to three was born outside of the UK. If just based . ONS. 2013a. Manchester: Centre on Dynamics group by sex by age. London: ONS languages and 28% spoke four languages on general population in London, only two 28 of Ethnicity (CoDE) or more. With only 25% of Britons being of them would be White British – and if in ONS. 2013b. DC2104EW – Main Language by sex by age able to speak one of the languages of Slough, that number would probably drop Hall S. 2013. ‘Multilingual .London: ONS Citizenship’. 20 Oct. Discover Sociology. Britain’s social and economic future, these to just one. And just because some of the www.discoversociety.org/ ONS. 2013c. Table DC2105EW – Proficiency in English by sex by age multilinguists – as well as those with mums are white, doesn’t mean that their multilingual-citizenship/ . London: ONS foreign nationality – can be considered as a babies would be too. Would being from the Huffington Post. 2013. ‘Romanian national resource for connecting markets Philippines impact on the kind of nappies And Bulgarian Immigrants ONS. 2013d. Table DC2202EW – 29 National identity by ethnic group and trends between home and abroad. Anne would buy? Maybe not, but it might Would Be Welcomed ‘If Hard- . Working And Pay Taxes’. 17 Dec. London: ONS be a factor when she picks out a new tablet www.huffingtonpost.co.uk/ 2013/12/16/romania- ONS. 2013e. Table DC2205EW – 11% 28% 61% to video-call her relatives abroad to meet Ethnic Group by Sex and Country of one four two or three immigration-uk_n_4453497.html language languages languages her new daughter. Birth. London: ONS spoken spoken spoken Humes K.R., Jones N.A., and Ramirez R. 2011. Overview of Race ONS. 2013f. Table DC2804EWr – 1 kilometre Reflecting real-life demographics in your and Hispanic Origin: 2010. Country of birth by year of arrival in the work isn’t about bean counting or making a US Department of Commerce UK (regional). London: Office of political statement. It simply acknowledges National Statistics National Records of Scotland. that modern British life is more 2013. 2011 Census: Key Results on ONS. 2013g. Table DC6201EW – 26 ONS 2013b heterogeneous than your average advert or Population, Ethnicity, Identity, Economic activity by ethnic group by 27 Ibid., Language, Religion, Health, Housing sex by age. London: ONS 28 Hall 2013 television show would have you believe. It and Accommodation in Scotland – 29 The languages identified as important for Britain’s future are Spanish, Release 2A Arabic, French, Mandarin, German, Portuguese, Italian, Russian, Turkish also recognises that ‘British’ is increasingly . Edinburgh: National and Japanese. For more on this, see: Codrea-Rado 2013. open for interpretation. Records of Scotland THE NEW BRITAIN 12 Marketing to ethnic minorities

Last year, Pepsi released what was soon For as long as firms have tried to called “arguably the most racist acknowledge the presence of ethnic commercial in history”. You can bet it did minorities, they have been making so with the best of intentions. blunders: usually elementary, sometimes big, often damaging. Finding the ad for Mountain Dew is not so easy. It has been thoroughly apologised for But even to try is to court outrage, as and pulled from YouTube channels. Pepsi’s biggest rival, Coca Cola, can Numerous web links lead to messages testify. For its all-important Super Bowl such as “this video does not exist”. spot this February, the soft-drink giant put on a commercial featuring various Some persistence leads to this scene: a all-American scenes: kids at the Grand battered white woman on crutches tries to Canyon, young women at a hotdog stall, identify her assailant from a police gay dads on an ice rink. line-up. All the suspects are black men – apart from a goat, who warns his victim To top off the requisite mood of patriotic “Snitches get stitches” and that “When I inclusivity, the soundtrack was America By Aditya Chakrabortty and Jessica Sims get outta here, I’m gonna do you up”. the Beautiful sung in nine different Meanwhile, a detective prods the women: languages, from English to Arabic, Hindi “It’s the one with the doo-rag”. to Tagalog. A bit bland, you might think, but surely passing any taste test. You can appreciate the offence taken; harder to understand is why Pepsi’s marketeers You’d be wrong: the response from should have courted such outrage. conservatives was furious. Former congressman Allen West said: “If we Executives for the multinational approached cannot be proud enough as a country to rapper Tyler the Creator to make those sing America the Beautiful in English by a Mountain Dew ads. They must have company as American as they come – For as long as firms thought it was going to get work that was doggone we are on the road to perdition.” ‘edgy’ and ‘youthful’ and all those other Fox commentator Todd Starnes chimed in, have tried to acknowledge words last heard in a Channel 4 “Coca-Cola is the official soft drink of commissioning meeting in the 1980s. illegals crossing the border.” the presence of ethnic What they ended up with was – even if one One lesson you might draw from this resiles from the verdict from scholar Dr would be to avoid the entire multicultural Boyce Watkins that “Mountain Dew has minefield altogether – especially in an minorities, they have been set a new low for corporate racism” – industry which is nearly 90% white gratuitously, expensively, damagingly (according to the IPA Agency Census for making blunders insulting. A disaster. 2013. Bear in mind that most agencies are 13

in the capital, which is closer to two-thirds Marketeers too often see ethnic minorities Mercedes-Benz: “We struggle to MYTH NO 1: white). For people not expert on the as niche markets they chase for niche pronounce the names of 85% of the people Ethnic minorities don’t spend subtleties of reaching out to ethnic products; but it may well be that in some who buy our cars!” Yet the BMW campaign It’s certainly true that ethnic minorities minorities, and not mandated to do so, cases ethnic minorities are among the featuring a Punjabi family is a long way overall don’t earn as much on average as the best thing to do is to steer clear. best ways of influencing the mainstream. from hitting our screens. their White British counterparts. But aggregates cover many of the most Two good examples of how firms have That’s a lesson McDonald’s has already Beyond generalisations interesting parts of the picture. The reached out to ethnic minorities are learned. “The ethnic consumer tends to Up until now many studies of ethnic average British Indian man, for instance, detailed in our case studies. But it’s still set trends,” McDonald’s U.S. Chief minorities have treated them instead as is now on a higher income than the the case that many marketeers don’t even Marketing Officer, Neil Golden, told parts of a problem: to be better integrated average White Briton. feature minorities in their campaigns. Businessweek in 2010. “So they help set the or made more successful. But there are Guinness’s film this year about the tone for how we enter the marketplace.” many other stories that could and should Even in less rarefied parts of the retail Sapeurs of the Congo – sharply-dressed For that reason, the fast-food chain use a be told about these communities. sector, ethnic minorities are making their men who enjoy a sip of porter – is a rarity. disproportionate number of minorities in presence felt. After discount-fashion their market research for new dishes and Talk of a brown pound at least acknowledges chain, TK Maxx, realised that over Multicultural is mainstream menus – and in their general campaigns. that ethnic minorities do have different one-in-five of its customers in many of its Simply blanking out Britain’s ethnic spending patterns from their white stores were Asian, Manish Tiwari and minorities is untenable. As the previous Compare that case to this one, from the counterparts. Yet an African Caribbean Here&Now 365 led a project to capitalise on chapter makes clear, one of the strongest UK. Cars are one of those areas of British -origin youngster is likely to have very that, designed a range of gift cards to tie demographic trends in post-war Britain TV advertising where – the odd va-va-voom different experience in education, the jobs in with the Hindu festival of Diwali. The is its increasing diversity. aside – ethnic-minority actors don’t get market and their career than an Asian- effect was dramatic, with gift card sales in much of a look in. Yet British South origin Briton. And recent immigrants its Tottenham Court Road branch up around More than numbers, though, Britain’s Asians are far and away the single most from accession Europe will spend their 40% on the same period the year before. ethnic minorities are increasing in influential ethnic group of all motorists. money very differently. It would be far influence. Part of this is down to population This finding comes from a fascinating more truthful to talk of a variety of ethnic MYTH NO 2: Ethnic minorities behave density. By the end of this decade, body of marketing research by Omnicom pounds. And those identities can be the same as whites Leicester’s ethnic minorities will become Media Group Ethnic and Komli Research. derived from religion as much as from One simplistic view of multiculturalism its majority population; on course to join country of origin, says Shelina Janmohamed has it that, as new communities settle in it are Slough, Luton and Birmingham. To find out who the real ‘influencers’ at Ogilvy Noor. Britain, they assimilate more and more were, researchers looked at three different – until they become indistinguishable But growing influence also comes from factors: who was knowledgeable about The single-biggest conclusion that should from their white counterparts. That isn’t the characteristics of Britain’s ethnic cars, who was likely to convince others be drawn from the latest Census is just true of BME groups, either in the media minorities. They are far younger and more about cars and who regularly posted how large and various Britain’s ethnic they consume or their other behaviour. urban than their white counterparts. online reviews. Where those categories communities are. But it will take a while Online panel surveys carried out by They’re also much more likely to be early overlapped was the ‘influencer’ territory before those findings are taken on board. Omnicom Media Group (OMG) Ethnic adopters: the ones you can rely on to be – and South Asians featured much more show that only 18% of ethnic minorities in first with that shiny new gadget, and prominently than their White British So, to end, here are three myths about Britain watch solely mainstream television. whose recommendations can make or counterparts. Saad Saraf of Mediareach Britain’s ethnic minorities, why they’re That is almost matched by the 16% that break a product. remembers being told by the PR team for wrong and how to correct for them. will only ever put on ethnic programming; THE NEW BRITAIN / MARKETING TO ETHNIC MINORITIES 14 Fact file in between is 60% of ethnic minorities who MYTH NO 3: Client: O2 Client: Thames Valley Police Agency: Agency: switch on both mainstream and ethnic Ethnic minorities are too hard to target VCCP Here&Now365 Communications Objective: Overcome price Communications Objective: Develop a recruitment minority stations. According to Debarshi So there are lots of ethnic minorities, with perception issues and be seen as a value provider for awareness and branding strategy targeting BAME Pandit, Director of OMG Ethnic, a good many differences between them. Some international calling rates. groups in the region, prompting them to join the Creative idea: chunk of that 60% are second-or-third- communications specialists might think Commission local artists from various Thames Valley Police force as Police Officers. countries to design something that reflects their Creative idea: Direct engagement through events generation ethnic minorities who are well that this tangle of subtleties and nuances culture. attended mainly by the ethnic community, such as integrated into British society – but still is a sure recipe for disaster. Results: 50% higher click-through rate than industry Diwali celebrations, Holi parties and the famous Zee want a link to their ‘own’ culture. standards. Carnival. By approaching the public in the celebratory, light-hearted atmosphere of these events, Nonsense, says CultureCom’s Sanjay Client: Elephant Atta, Westmill TVP presented themselves as a hugely approachable This point applies more generally to the Shabi: “There’s a lot of low-hanging fruit Agency: Mediareach organisation and opened its doors to applicants. way ethnic minorities assert their cultural to be picked, with relatively cheap, Communications Objective: Convincing customers to A radio campaign on local ethnic radio stations pay a premium for a highly commoditised product. complemented by print advertising was also part of values, says Sanjay Shabi at CultureCom, well-targeted campaigns.” If you want to Creative idea: Reinforce connotations of tradition the strategy. MediaCom’s ethnic-media arm. “If you're sell nicotine patches, you might bear in and family by adopting a ‘back to roots’ approach, Results: Local residents volunteered to form an Asian, you can be just like anyone else mind that Bangladeshis are among the connecting with the brand’s core audiences and new neighbourhood policing teams. Achieving a jump in at the office; go to the pub; have an heaviest smokers of all ethnic groups; are users alike. the number of ethnic minority officers within the Results: Year-on-year sales were up 20%. force – from 5.9 and 7.6 percent before the drive, to 11 Italian,” he says, “but when you go round concentrated in a small stretch of east percent after the campaign. your parent’s house, you eat samosas and London and are often far more fluent in Client: Rubicon Agency: Client: Indian sweets, you watch Hindi films and Bengali than English: “Imagine how PHD Manchester and OMG Ethnic Confused.com Communications Objective: Enhance Rubicon’s Agency: PHD and OMG Ethnic talk in your mother tongue.” effective a drive for nicotine patches existing brand appeal and bring it to the attention of Communications Objective: Building incremental might be if directed at that community.” a whole new audience. Move the brand from an value for Confused.com among South Asian women Cultural difference and richness ethnic staple to one which has broad non-ethnic and men. awareness across Britain. Bridge the divide between Creative idea: Indian channels in the UK are popular, manifests itself in any number of different ethnic and mainstream. providing many opportunities to speak to British consumer patterns, from the South Asian Creative idea: Harness the colour, vibrancy and audiences in an authentic and insightful way. OMG tradition of large and lavish weddings to excitement of Twenty20 cricket with the colour, Ethnic created bespoke creative executions and vibrancy and excitement of the Rubicon range by special Diwali greeting messages to run during the the finding that black women spend up to working with Sky to create a sponsorship package. Indian version of Who Wants To Be A Millionaire. six times more on haircare than their Create competitions both online and on air to win Results: Positive Confused.com brand engagement white counterparts. a trip to the Caribbean. amongst South Asian audiences. Results: The brand grew +66% year-on-year. Overall spontaneous brand awareness reached 32% amongst a There’s a lot of low-hanging broad audience. fruit to be picked,with relatively cheap, well-targeted campaigns O2 case study 15

One word sums up international dialling: But the response to the campaign – which cheap. Over the past three decades, calls went on TV, and on the side of buses – was abroad have gone from dear to cheap. Carriers ‘overwhelming’. The online ads got an largely compete on how cheap they are. And average 50% higher click-through rate than if VCCP’s Ayla de Moraes has one complaint the industry standard. One man even wrote to make about the sector’s ads, it’s that they a letter to the company to say that he’d are…well, you can guess the epithet. seen the ads and had felt freshly proud of his home country. Take those old posters for foreign calls. “Each country badged with a flag and a call For Katrina Ward-Smith, Head of Campaigns

rate,” recalls de Moraes. “How generic is and Brand Experience at O2 parent that? How lacking in insight.” This Telefonica UK, the marketing should bring approach over the years may have helped in new customers to international SIM open the door to niche firms such as cards – and then tempt them to buy more

Lebara, who now dominate the international O2 services. The ads will continue this year, pay-as-you-go market. expanding to China, Lithuania and Hungary – and may even form the basis of Last year, the VCCP Planner and her documentaries. colleagues were asked to come up with a

new campaign for O2 that conveyed it as a value provider for international calling rates. Their approach was to commission local artists from a handful of target A Pole submitted countries to design something that spoke of their homes. A Pole submitted hand-crafted hand-crafted cards; an Indian lady worked with sand, in a rangoli style. And a Pakistani cards;an Indian artist sent in a bit of truck. lady worked It’s not as odd as it sounds. Lorries on the with sand, in a Indian subcontinent are so heavily decorated as to be moving pieces of folk art. rangoli style But try explaining that to an unimpressed official from Her Maj’s Revenue and Customs. Suffice to say, the artwork spent a bit of extra time lodged in a British airport, proving just how challenging but worthwhile the campaign was for both the agency and the client to pull off.

THE NEW BRITAIN / MARKETING TO ETHNIC MINORITIES 17 Elephant Atta case study

It opens with a little girl playing at a the majority at least 20% cheaper than The campaign has helped reinforce kitchen table, while her mother dishes up his own. So how do you convince associations between atta and the Elephant steaming chapattis. Within a few seconds, customers supposedly fixated on value to brand, says Ince. But in the process it’s also she is older – and being whisked off to pay a premium? given him “a much richer understanding” school with chapatti wraps nestling in of South Asian customers. her lunchbox. A teen, she takes off her The answer is in last year’s 60-second headphones only to pinch one of her spot, produced by Mediareach and shown The result is that he’s positive about mother’s rotis and dip them in her soup. The on TV and in cinemas. The same values selling more subcontintental foods. This circle ends with the girl now a woman, pushed by John Lewis’ campaign – year he’ll be doing more work with two serving fresh chapattis to her parents, and reliability, consistency, quality – are being other of his brands: Rajah spices and what looks suspiciously like a husband. shared there by Elephant Atta. And where Patak’s chutneys. the brand over its three decades has So far, so John Lewis. The retailer’s ad from identified itself by an elephant logo, since 2010 showing an everygirl becoming an Mediareach took over the account, the everywoman turning into an everygran, all predominant picture on packaging has to a Billy Joel song – and you can spy its shifted to one of a mother and daughter – shadow over last year’s commercial for all the better to reinforce connotations of Elephant Atta in less time than it takes to tradition and family demonstrating the say “Always a Woman”. emotional brand values that Elephant Atta embodies. The same values But where the earlier £6m campaign was pushing Middle England’s favourite There were plenty of other options pushed by John department store (“Forget Cleggmania: if available to the marketeers. Ince points John Lewis stood as a candidate, I’d vote for out that Elephant Atta needed to stand Lewis’ campaign them in a heartbeat,” declared a Guardian apart from other brands. Both set and writer at the time. “And so would my actors are shorn of most ethnic trappings: -reliability, freezer.”), last spring’s effort from Elephant you cannot tell either by decoration or Atta was doing something far harder: dress whether they are Indian, or Pakistani consistency, selling a commodity as a premium product. or Bangladeshi. And the chapattis are eaten not with curry but can additionally be used quality-are being Atta is Hindi for flour – and you don’t get for snacking. The message is that this is a much more commoditised than that. Dan family on the up: the house gets bigger shared there by Ince, Head of Marketing for Elephant and over the film, the kitchen ever so slightly all other South Asian foods sold by Westmill, flashier. Elephant Atta said there are 23 chapatti brands in the UK, THE NEW BRITAIN 18 The ethnic media landscape

As we saw in the previous chapters of this 77% of British Asians feel mainstream exclusive platform. There are others too report, the changing cultural context of advertising has no relevance to them. Now which have been running much longer, the UK’s population profile needs to be that the latest Census data is available, like Asian Media Group’s annual, well seriously considered and approached in a showing that one-seventh of England and supported, Asian Business Awards and manner that isn’t tokenistic. Cultural Wales’ population are not from a white UKTime’s (Urdu-based newspaper) diversity is unequivocally today’s reality indigenous background, perhaps now at Pakistan Achievement Awards for the UK and needs to be addressed. This chapter last is the time for marketeers to recognise and Europe. There are even instances will reveal a number of new developments the significant volume of opportunity this where ethnic media are being recognised By Sanjay Shabi since the 2012 Multicultural Britain report, group represents. by wider mainstream Awards platforms. focusing on how audiences and the For example, NDTV 24x7’s producer was industry are growing and diversifying. That said, some advertising sectors like the first Indian producer to win an Emmy. finance, hair and beauty, furniture, NDTV 24x7 itself has previously won best A more dynamic marketplace babywear and domestic cleaning products news channel for two other Asian Renewed economic confidence and ongoing are starting to include non-white faces television awards. maturity within the ethnic media within their advertisements. UK MM landscape has resulted in ethnic media Agency, a new modelling agency, becoming increasingly more dynamic. anecdotally reports the majority of their Multi-Cultural We are seeing more product development casting calls are coming in for Pan-Asian, What also impresses is how titles like within the digital sphere, a continuing South Asian and Latin American models. Nepal Bhasa, buoyed by colossal amounts of Towers – flat rise in different types of TV stations and In contrast, Naomi Campbell’s Diversity passion, continue to survive and publish, the evolution of broadcasted content Coalition, formed to encourage diversity promoting in this case the language and dwellers from addressing the needs and interests of amongst the fashion catwalk industry, culture of the indigenous Newah people British-based ethnic groups. observed how just one in 30 models for of Nepal. Matina caters for the same audience a wide range 2013’s London Fashion Week were of from a different angle, by containing Brand new initiatives like Temple Media ethnic descent, suggesting that there is articles in three languages: Nepalbhasa, of ethnic have also helped to fuel this trend by still a long way to go in representing Khas bhasa and English. taking a different and exclusive route to multicultural Britain in fashion. backgrounds, market that has not been previously These are just two representatives within explored; they specifically offer targeting Diversity champions the rich eco system of ethnic media renting mostly of the UK’s Sikh community through The newly launched Asian Media Awards prevalent in the UK which primarily poster advertising in a network of in 2013 seeks to redress this imbalance by operates by taking on the social from the council Gurdwaras. showcasing and recognising Asian media responsibility of fulfilling the insatiable talent and output, spanning the entire need for ethnic communities to consume in large Sadly, despite some notable exceptions, gamut from the creative, media, advertising, such media, rather than any ulterior this dynamism has not yet manifested broadcast and journalism spectrums. The financial motive by its proprietors. purpose built itself in many mainstream companies prestigious Asian Awards, sitting specifically targeting ethnic groups or separately, have a similar aim though it blocks ethnic media. According to the social concentrates on all strands of Asian markets research study (British Asians Today), success on a more general though no less 19

How to reach and measure ethnic audiences For the first time, grouped approximations of ethnic audiences can now be robustly measured and evaluated via independent, Moreover, some ethnic audiences critically third party desktop research. Experian rely on media created solely for them have made available five mosaic profile when their presence is noticeably absent groups with strong ethnic tendencies which from mainstream media. After all, how in turn can finally enable us to plot their else is a black lady likely to read about propensity to buy products and services black beauty and Afro hair tips other than versus the Caucasian average. They also reading magazines like Pride or Black Hair identify other audiences: and Beauty – which are designed purely to Asian Attainment – comfortable, middle- serve this cultural group. aged families with school age and older children, mainly from an Asian background. A more integrated offering from Multi-Cultural Towers – flat dwellers from I suggest that all IPA members should ethnic media owners a wide range of ethnic backgrounds, reflect on how their work relates to and There is a trend towards ethnic media renting mostly from the council in large engages with different groups, like those owners not only expanding their purpose built blocks. identified by Experian. commercial portfolios but doing so in an Re-Housed Migrants – people from even more integrated manner. Where diverse ethnic backgrounds surviving in Ethnic media provides a ready-made previously media owners would specialise low standard small flats, predominantly gateway for reaching this invaluable, at in one media type, whether that be rented from Inner London councils. times, affluent and prosperous audience printing newspapers or producing a TV Asian Identities – traditional South Asian and this report lists relevant media outlets station, they are now branching out, trying families living in relatively small terraces at the end of this chapter. Starfish new things and becoming multi-faceted with their many family members. Research some years ago concluded ethnic by also ensuring the various types of Global Fusion – young, working people audiences would be 60% more likely to buy media they represent have the option to living in metropolitan terraces from a a product or service if it were advertised be packaged and bundled together for wide variety of ethnic backgrounds. specifically in their media. centralised media buying. THE NEW BRITAIN / THE ETHNIC MEDIA LANDSCAPE 20

Since the last report, MEMS went through horizontally across their various platforms, Why digital is key a phase of representing a suite of print ranging from events like Asian Bride Live While much ethnic media remains titles and event opportunities rather than as well as digitally advanced mobile apps. traditional in its outlook and execution, solely TV stations. In the later part of 2013, Events themselves are a useful way to gain digital must not be ignored and should sit it was acquired by BSkyB’s Sky Media. ZMTV access to ethnic groups, especially Asian at the heart of any marketing programme. (another leading TV and multi-media sales melas (“mela” stands for outdoor festival One reason is the perennial issue over house) has expanded its channel mix to or gathering in Hindi) which happen up accountability and transparency. This include Chinese, Sri Lankan, Japanese and and down the country during the Summer continues to hang over some ethnic media, Bangladeshi broadcasters to its long with West London’s in Gunnersbury Park certainly in print where the vast majority standing pool of South Asian channels. being one of the biggest, attracting a of publications distribution or sales are 49% claimed 100,000 people. not independently certified by the Audit Pakistani Whereas, Jang Group (a US$ 130m p.a Bureau of Circulations. There is an 46% revenue earning empire across the leading This year, Cooltura, a Polish weekly abundant lack of other audience measured Black African Urdu-based paper and website with its magazine and Polish Radio London have data commonly available for mainstream highly polished suite of TV channels) has strengthened their leader position on their media sources whether that is BARB for 38% actively made the switch to encouraging segment of the market through again, measuring TV, RAJAR for Radio or the print Chinese centralised media buying, to view their offering integrated advertising solutions industry’s National Readership Survey, 36% media products as brands too, not just media working into their digital channels too. either because ethnic media is simply not African Caribbean channels to reach Urdu-speaking audiences. UK-based Polish print media has not seen listed on these surveys or ethnic samples major growth over the past few years, leaving are under-represented, leading to volatile, 29% Asian Media Group (leading cross-platform a core set of about half a dozen titles with unreliable data outputs. Digital gives us Indian group for reaching consumer and business Cooltura being one of the stalwarts among the ability to track numbers against an South Asian audiences) relaunched its Polish immigrants arriving after 2005. 24% advertiser’s plan and objectives. White British flagship Eastern Eye paper into a cleaner, slicker product. Like Jang Group, they also After 14 years of marketing to diverse Asians have the highest rates of internet continue to flourish and provide a communities, Invincible Group have in usage, broadband penetration and PC convenient, one-stop shop for reaching their armoury a large range of multi-media usage. OMG’s 2011 study on this topic large swathes of key ethnic audiences in a routes and platforms, non-traditional and showed how almost 50% of Pakistanis, the joined up way. traditional, with high profile events such highest out of all groups measured, spend 49% of as the Urban Music Awards being one of three hours or more per day on the internet. Another new development has been the their flagship products. Similarly for the Using the same metric, Black Africans Pakistanis spend revitalisation of the Asian Woman and Asian African Caribbean community, Panache were not too far behind at 46%, over one Bride portfolio of brands. Under the magazine is not solely concerned with third of Chinese and African Caribbean’s three hours or auspices of new management, its new print anymore, as it offers a digital variant did the same with Indians at 29%. This parent company who already own a alongside many below-the-line initiatives, compares favorably to White British more per day on leading Asian dating web portal (AsianD8) like hospitality and wedding services where just under a quarter spend this and events e-ticketing service (ChilliTickets), whilst spearheading its Miss Caribbean amount of time on the internet, almost the internet are offering commercial opportunities UK beauty pageant too. half that of the lead group, Pakistanis.

Rishtey GEO TEZ 21 UmmahATN TV Zee Bangla Punjabi IQRA Separately, Strongest Media’s survey on to 6 million unique users. Ethnic Online VenusStar JalshaPolish online consumption found that 65% Network has also recently entered the fray of Poles spend several hours every day as a competing ad sales network. PCNE Chinese online. When studies like Culture Watch report that one-in-four Poles are looking to Some regional print titles like the decade upgrade their mobile phone, it is hardly old Asian Leader are also providing in Sony MAX surprising when magazines like Cooltura parallel, weekly digital versions embedded have created a mobile magazine app and with easy flick-through, click and print B4U mobile radio app reaching new smartphone technology. Asian Lite is continuing to do the and tablet users. A shrewd move seeing as same too. Lower overhead costs associated Zing the Polish community are not only highly with digital along with increasing uptake Sangat mobile but are more likely to rent and reside and usage of digital products driving more in disparate locations spread out across the news consumption makes this a prudent country, unlike classic, more concentrated way to build distribution across all Madani Channelethnic settlements which are easier to generations. Asian Express is attempting to target. What is more, 62% of Polish residents, reach into the social media sphere by according to Culture Watch’s study, rely relaunching what is claimed to be a highly Colours on word-of-mouth as their primary interactive website working across all Channel i recommendation source meaning social digital platforms, giving an opportunity media could play a huge role in facilitating for sharing or blogging. It is still surprising Channel S these conversations by building better though how Asian Bride is just one of a small connections with advertisers. handful of UK-originated South Asian publications to have launched on Apple’s In the past The leading proposition for reaching iOS newsstand, suggesting there is yet Asians digitally is still Diversely Digital’s more headroom in this area for any four years, ad sales network representing hundreds of paid-for print-based media owners to take websites spanning a broad range of interest a similar plunge. areas but doing so in sizeable, aggregated MATV National 56 channels volumes with full industry compliance. What’s happening with television With analogue TV now replaced by the Sahara Onehave become This year has also seen Diversely Digital total switchover to digital, ethnic TV has making a conscious shift towards offering encountered some dynamic changes. In other audiences beyond their traditional the past four years, 56 channels have available to South Asian base. Based on unique users, become available to South Asian audiences Diversely Digital can now deliver 1.6 where growth and choice has possibly South Asian million South Asians, 1.2 million Eastern increased the most. Virtually all of these Europeans, 800 thousand Blacks (6:2 ratio launches have comprised free-to-air African vs Caribbean) and half a million services or in some cases, paid-for channel Staraudiences Chinese, with a total reach capacity of up morphing to a free model. Certainly across THE NEW BRITAIN / THE ETHNIC MEDIA LANDSCAPE 22

all South Asian channels which account for over 60% of MEMS’ commercial value, Referring back to Culture Watch’s Home grown, bespoke content for by far the largest number, free-to-air makes this a wise manoeuvre. Particularly research, it also highlights how the Polish It seems that UK-based ethnic media owners channels outnumbered their paid-for when Star TV is the best performing community are light mainstream TV are now cultivating bespoke, home grown equivalents by a ratio of five-to-one. channel on BARB’s measurement scale. It viewers at half of the mainstream average. content for British ethnic minorities rather is comfortably usually within the Top 10 They are however more reliant on native than relying on sourcing content from This does beg the question of what the highest ranked out of all channels when TV programming, relying on channels countries of origin respective to each main remaining encrypted channels will do. looking at daytime reach of housewives such as PolSat, accessed via independently ethnic group. Panjab Radio is one example. Unless there are dramatic developments in with children. To put this into greater installed satellite dishes. The Smith Recognising that nearly three-quarters of their favour, it is anticipated that paid-for context, Star TV’s coverage often outstrips Institute some years back coined the South Asians understand Punjabi as a subscription levels will struggle to maintain mainstream channels like ITV3 and 4 concept of ‘Super Diversity’ in relation to unifying, common-denominator language, existing levels let alone encounter growth, against such audiences in this day part. media consumption patterns amongst the their focus is primarily on supporting particularly as new digital technologies UK’s Polish community, where they had a British-born content through use of this and mobile devices widen the access to all Star TV has continued to expand its brand. higher inclination to bring with them or language blended with English too, types of free video content. Star Jalsha (Bengali entertainment consume media originating from their whether that is music, news or its feature channel) launched in the UK in November homeland, whatever form that may take. programmes. Sunrise Radio, which also Some ethnic TV broadcasters have taken 2012. It is the broadcaster’s first experiment broadly targets people from the Indian efforts to invest in BARB measurement to with a regional language channel in the sub-continent, paved the way before it. improve accountability whilst providing UK/Europe. It carries English subtitles on Strongest Media is one of the digital sales Saving it from administration, its new advertising agencies with much needed all its output in an attempt to bring networks aimed specifically at the Polish owners Lyca Radio acquired Sunrise data on audience profile and reach, so together first and younger generations community and is reporting ad support Radio’s group of stations just after they often absent overall within the vast within this community. from retail, new house builders and were rebranded – the main music station majority of ethnic media. In the space of insurance categories indicating rises in became Sunrise Radio 1, what was just two years between 2010 and 2012, On a smaller scale, Exodus Media Sales standards of living and expenditure formerly their youth station Buzz switched nearly a fifth of the current crop of South launched earlier this year to capture a amongst Poles. to Sunrise Radio 2 while Kismet, its talk Asian channels sought BARB verification, segment of the TV ad sales market, securing based station was renamed Sunrise Radio the push for such data verification has contracts to represent almost half a dozen Diaspora Romaneasca (about 12 years old) and 3 although latest reports suggest there are been that pronounced. South Asian channels consisting of two the more recently launched Zairul Romanesc matters still pending with Ofcom. premium Sony Asia channels, a major weekly newspaper, also supported by sister Certainly, there is key interest in harnessing Indian TV News channel and B4U’s package websites, are UK-grown media products for Eastern Eye, another example, self-proclaims the power of ethnic television. Sky Media’s of channels with other possible channels Romanians. itself to be the voice of British Asians as acquisition of MEMS’s BARB channels pending, fuelled by ambitious plans to evidenced by its editorial which is virtually indicates the burgeoning powerhouse this expand their offering. all sourced from here. This spans social and is now becoming if the mite of BSkyB’s political news topics likely to affect British empire feel sufficiently convinced to One notable casualty has been the closure Asians all the way through to entertainment commercially embrace centralising much of Sunrise TV, more due to wider challenges listings containing information on local of MEMS’ portfolio into their own in-house within its parent business. Bollywood and bhangra events. Asian Leader stable. Bearing in mind Rupert Murdoch’s does a similar job in the North, providing Star TV’s suite of channels, the pinnacle essentially the Asian equivalent of a of this specific crown allegedly accounted mainstream regional newspaper. It carries 23

local advertisements from prospering Asian Finally, there is The Voice, after almost half Going forward, ethnic media owners will Across all generations, there is a still a businesses giving it a really localised feel a century, it is still one of the leading have to consider how they balance the fundamental appetite for such communities that is dialled into its regional Asian print products more so for first and second insatiable need for certain, first generation to consume and embrace media that catchment area. BritAsian TV, MTV-esque generation African Caribbeans. Its ethnic groups to use ethnic media as an recognises their unique, cultural differences in its format, is an almost wall-to-wall unconditional approach to campaigning umbilical cord to their mother land versus and dials into their own, personal cultural hybrid of urban, rap and bhangra music for issues impacting the UK’s Black younger generations who may seek for perspectives. A recent BBC documentary videos spawned entirely from the UK’s community is no better exemplified than content that speaks to them from their disclosed how the majority of second and pool of Asian music talent. Ikonz online their support from day one for raising own cultural perspectives. A title like Asian third generation South Asians now hones in on British Asian talent within awareness of Stephen Lawrence’s case. Wedding or Asian Woman may not have been recognise themselves as British Asians as the entertainment sector neatly combined The subsequent justice achieved, the as well received say 15 to 20 years ago but their defining ethnicity. More than ever with broader Bollywood gossip from abroad. appointment of his mother to Baroness now, is very much needed. No matter how before, UK-based ethnic media owners Lime extends this template by positioning and the mainstream media coverage this Anglicised or orthodox Asian women may will need to recognise and embrace this itself as London's leading cultural has generated over the years is in no small be, they may still need advice on prevailing trait and thereby determine entertainment listings guide, celebrating part down to ethnic media like The Voice. traditional Asian wedding preparations, what media products are best cultivated to the different communities in the Capital. make up on brown skin or how to handle engage with the UK’s home grown ethnic things when marrying out of one’s faith. minority population. Fundamentally, we must not lose sight of how the UK’s ethnic In the same way China Daily has fast populations are continuing to flourish developed into a reputable, high quality, and expand. international business newspaper not just for the Chinese business community, Asian Closing Thought Global Impact has also spawned a magazine Let us not forget that media owners providing that acknowledges the growing ethnic media have colossal amounts of

‘internationalisation’ of ethnicity. It passion, energy and commitment. They Knowledge Pardes Des Notun Din Din Notun

Aspire writes about intellectual and lifestyle strive to serve audiences yearning for

Bangla Lite Asian

Cooltura areas that cleverly still relates to all Asians culturally relevant content as opposed to

London Info London Daily Ausaf Ausaf Daily wherever they may reside globally, whilst being motivated to do so for outright Somali Eye Somali in the same breath appealing to mainstream commercial gain, chiefly true when many The Voice audiences too. Mooted for launch early have maintained this status for decades. Jewish News 2014, RayMedia apes this approach to some Sisters degree by providing high ranking members Nowy Czas Nowy of the public, influencers and key decision makers, regardless of their ethnicity, with the first ever, international, UK-based news wire facility. The focus is on distributing globally sourced current affairs, business and economic news dedicated to India, no matter the ethnic composition and profile of their eventual audience. THE NEW BRITAIN / THE ETHNIC MEDIA LANDSCAPE 24 Main media for the UK’s larger ethnic communities

The following list is by no means an Print Business Titles NDTV Good Times–Indian youth lifestyle BLACK MEDIA exhaustive examination of the media Asian General Asian Trader News 18 India–Indian news and other topical content Print / Newspapers available for targeting minority Interest and News Asian Wealth Noor TV–Islamic content African Voice communities. There are a plethora of Asian Age Curry Life NTV–Bangladeshi general entertainment Nigerian Watch other channels available, many quite Asian Global Impact Masala PCNE Chinese–Chinese general entertainment The Afro News niche, which require investigation Asian Leader Sri Lankan Peace TV–Islamic content The Gleaner depending on the groups and products to Asian Lite Newslanka Peace TV Urdu–Urdu based content The Trumpet target. Similarly, there are countless other Asian Voice UK Lanka Times PTC Punjabi–Punjabi general entertainment The Voice smaller ethnic minority communities Eastern Eye PTV Global–Pakistani general entertainment The Weekly World which have corresponding media, both India Today Radio (main, recognised stations only) PTV Prime–Pakistani general entertainment Women’s Glossies in their mother tongue and in English. Indian Post BBC Asian Network Rishtey–General Indian entertainment, soaps and dramas Arise For more information or to submit any Maya News Panjab Radio Samaa–Pakistani news and topical content Aspire new suggestions, please contact the Asian Bollywood Sunrise Radio group of stations Sangat–Sikh content Black Hair & Beauty author, Sanjay Shabi at MediaCom. and Film Spectrum Radio SET MAX–South Asian general entertainment Pride Bollywood Glitz Regionally, the list includes Radio XL (Birmingham), Sikh Channel–Sikh content Urban Music and Youth Other Sources: Guardian Unlimited, GLA, Bollywood Post Sabras Sound (Leicester) and Asian Sound (Manchester). Sony SAB–Indian general entertainment Knowledge Starfish Research, Ofcom, Dept of Education, Cineblitz Sony TV Asia–General entertainment RWD Office for National Statistics, Barclays, Mintel, Movie Television – Channels (including Oriental) Sony MAX–Film and Bollywood UCAS, Asiana Women’s Glossies AAG–Youth programming, GEO sister channel Star Jalsha–Indian soaps and drama Radio Asiana AAJ Tak–Indian news, current affairs, soaps and gossip Star Gold–Classic films Choice FM–Urban, Rap Reggae, Soul/R&B Digital – Multi-ethnic digital network Asian Woman Aastha–Yoga and spiritual self-help Star Life OK–General entertainment for younger viewers Kiss FM–House and Dance sales houses BEE ABP News–Indian current affairs and news Star Plus (HD)–General entertainment and popular soaps Premier Christian Radio–Religious Diversely Digital Bangladeshi Ahlebait TV–Islamic content Takbeer TV–Pakistani news channel Spectrum Radio–Ghanaian programming Ethnic Online Network Bangla Mirror Ahlulbayt TV–Islamic content Ummah TV –Islamic content The Voice of Africa–London based Strongest Media (mainly Eastern European) Bangla Post Akaal Channel–Sikh content UMP Movies–Films community format Janomot Ary Ent–Pakistani general entertainment Venus TV–General entertainment/regional languages Television – Multi-ethnic central sales Notun Din ARY World–Pakistani current affairs and news based Zee Cinema–Films Television houses Potrika ARY QTV–Islamic content Zee News–South Asian news and current affairs AIT–Nigerian based general entertainment Exodus Media Surma ATN Bangla UK–Bangladeshi general entertainment Zee Punjabi–General entertainment for Punjabi viewers BEN–General entertainment Sky Media (now including MEMS’ former Punjabi B4U Movies–Bollywood films Zee TV–General entertainment ENCA-African general interest BARB channels) Des Pardes B4U Music–Music Zing–General entertainment FAITH–Gospel entertainment for ZMTV Gujarati Bangla TV–Bangladeshi general entertainment African Caribbeans Garavi Gujarat BritAsian TV–Bhangra and Asian urban music Nollywood–Nigerian based movies ASIAN MEDIA Gujarat Samachar Channel i–Bangladeshi general entertainment OBE TV–Ghanaian general Events Pakistani Channel S–Bangladeshi UK based entertainment entertainment Aastha TV yoga events and merchandise Daily Ausaf CH Nine UK–Bangladeshi UK based entertainment OHTV–General entertainment for Asian Awards Nawai Jang CHSTV–Bangladeshi general entertainment African Caribbeans Asiana–Asian Woman Wedding shows Pakistan Post Colours–General Indian entertainment, soaps and dramas TVC News–Nigerian news and general Asian Media Group–spanning Asian The Daily Jang DM Digital–British Pakistani entertainment (N England) interest Businesses and Leadership The Nation GEO News–Pakistani current affairs and world news Bespoke–ad hoc events hosted by paid TV UKTime GEO TEZ–Pakistani news and current affairs Eastern European Media stations Muslim GEO UK–Urdu based, Pakistani general entertainment Cooltura Local dating, music and Bollywood events Emel Hidayat TV–Largely Islamic content, news and discussion Echo Local Mela’s Muslim News HUM Europe–Pakistani soaps and entertainment Diaspora Romaneasca Pakistan Achievement Awards Muslim Post IQRA TV–Islamic content Halo TV Muslim Weekly Islam Channel–Islamic content Nowy Czas Sisters Lamhe–General entertainment Polish Express Madani Channel–Islamic content Polish Radio London 24 MATV National–Indian general entertainment Polish Times MTA Muslim TV–Islamic lifestyle Voice of Poland NDTV 24x7–Indian news Zairul Romanesc THE NEW BRITAIN 25 How the IPA is diversifying talent

12 As the professional body for agencies, the IPA is a hub and a contact point for universities, apprenticeship providers and social mobility projects to create 11 opportunities for both school leavers and graduates from all disciplines and backgrounds. We run two programmes for 10 students and graduates: AdSchool and AdAcademy in addition to other ad hoc initiatives including a series of networking 9 events in partnership with not-for-profit organisation Sponsors for Education Opportunity (SEO) London. 8

We also run an apprenticeship programme for school leavers, the Creative 7 Pioneers Challenge, with the support of urban national newspaper Metro. www.creativepioneers.co.uk 6

How the 2013 numbers stacked up Out of the 524 apprenticeship and 667 5 internship applications we received, just under 50% of each programme was White British. This demonstrates a huge and 4 encouraging interest in advertising by BMEs and in this section we hear from two of the successful interns. 3

Our Agency Census also showed an increase in the ethnic makeup of member agencies 4.3% 8.5% 5.1% 6.9% 7.3% 7.3% 8.2% 8.9% 10% 9.4% 10.6% 11.2% 2 to just under the national average of 13%. 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 First-year If you would like further information on reporting any IPA activities please see www.ipa.co.uk IPA Agency Census THE NEW BRITAIN / HOW THE IPA IS DIVERSIFYING TALENT 26 An intern’s perspective

When I first started my internship at people from diverse backgrounds working giving me career advice and tips on how to Geometry Global, I was excited, but also for them; who can bring another way of handle certain situations. As a very junior When people ask me what I do for a living, extremely nervous. This was mainly looking at the world. member of the team, it’s good to know I’m always really proud to say that I work because it was the first time I had to that more experienced and successful in advertising. After all, it’s one of those interact and work with British colleagues The IPA AdSchool programme was my people have my interests in mind and are careers that is seen to have a cool edge to it, (the classmates from my master’s degree luckiest break. Before the placement I was here to support and advise me. thanks to the creative revolution delivered course were mostly international students getting either negative or no feedback by the old school admen and adwomen like me). from job and internship applications. For international students wishing to enter from the ‘Mad Men’ times. However, since graduating from the the advertising industry, first, I would say It was somewhat of a culture shock. First, programme, I’ve been getting a lot more that English skills are vital. Whether you I didn’t have a glamourised preconception I didn’t realise how many cups of tea the job interviews. Luckily, after the IPA are in a client-facing role or not, of the career before I started. Although I people here consume in a day – it’s a lot! internship ended, Geometry Global communication is key within an agency. had never worked in advertising directly, But as I lived in many different countries extended my contract for another three Secondly, try to develop a skill that is I have worked in other somewhat related growing up, I’m quick to adapt – I now months and I’ve had the opportunity to valuable to the industry, whether its fields – as a client in the marketing drink about two cups a day! And just as I work with some of the agency’s most research skills, writing skills, or being a department, as a PR executive and as a have welcomed the tea-fuelled British work exciting brands and clients. With my tech and digital geek – it’s good to have an journalist – where I had the opportunity to culture, the team here has welcomed me. contract due to come to an end soon, the area you can be somewhat of an expert on. glimpse the fast-paced, demanding and At no point have I felt that I was treated any agency is speaking with me about possibly And lastly, make sure that you’re in this exciting realities of agency life. differently because I am from Thailand; staying on for longer on a more permanent for the right reason. The advertising no doubt this is partly due to this agency, basis – Fingers crossed! industry demands a lot from those who in particular, being extremely diverse and work in it and it’s not all Mad Men and international – not only in its people, but Like any other career, working in advertising glamour. But it is all worth it if you want also its strategy and its culture. has its ups and downs, but the buzz you to have a front row seat in witnessing the find here is like none other. The late creation of innovative, inspiring and Although advertising might not seem like nights, the rushed deadlines, the tough generally brilliant campaigns and learn a an industry that is easy to break into as an lessons learnt in managing and meeting few things along the way. international student, I feel that it is clients’ expectations – it’s all worth it increasingly becoming a global industry. because I am doing something that I love. Natnalin is now an Account Executive at The growing number of developing It would be hard to find another career Geometry Global countries entering and winning Cannes that demands organisational skills as well Lion awards is evidence to this. Advertising as a creative flair and open mind, all in a Natnalin Thananan agencies are always on the lookout for new fast-paced environment. ideas, new ways of presenting those ideas and new audiences to communicate to, and Aside from actually enjoying what I do, as the world increasingly becomes smaller; working with people who also love and are it’s inevitable that the industry evolves to passionate about the industry is important. meet the demands of more diverse and At Geometry Global, I’ve been lucky to global consumers. This means that agencies have various senior colleagues who have benefit strongly from having international become somewhat like mentors to me; 27 An intern’s perspective

I applied to and interviewed at various diversity of its people, whether they’re in you start out, think of yourself with great agencies for account management schemes, accounts, insight and planning or creative. fluidity; if you pigeon-hole yourself, other My interest in the advertising industry hoping I could build up enough industry I don’t mean ethnic, cultural or religious people will too and you might not be invited was sparked by the inevitable end-of- experience and then jump ship. Needless diversity; I mean people with a diversity of to other exciting parties. degree panic, which struck approximately to say, this is rarely how things work. interests and experience, people who can this time last year. It seemed like ‘a good bring a unique perspective to their agency. They say you should be ‘proactive’, which idea’, a conclusion I had reached in an The IPA AdSchool creative program was means bug as many people as you can and almost formulaic fashion. I loved writing like the shiny gold door and on the other Initially, I thought you had to live and ask if there’s any work to be done. and had been Senior Features Editor of a side of it there was a huge and exclusive breathe advertising to get your foot in the Enthusiasm with integrity is key. Don’t London-wide student newspaper, I took a creative party, with nutty art directors and door. You had to live on a diet of Marketing worry about people thinking you’re keen interest in human psychology, quick-witted copywriters all laughing, Week and Campaign and flick channels annoying – if you’re an intern, they already relished visual art and, most of all, I had playing ping-pong and talking about how between programs just to catch all the do. It’s true when they say ‘you’re there to always been an ‘ideas person’. As it turns great their lives were. The AdSchool is commercials. This was also false. At learn’ and the more you prove your out, there was an entire ideas industry and perfect for those who, like me, don’t have Critical Mass, the agency where I was placed, capabilities as an individual, the less you’ll it was grad-schemes galore. Being a a degree in creative advertising, don’t we were encouraged to develop our interests be considered a pesky intern. Generally, the ‘creative’ seemed so glamorous and right already have a fabulously talented partner outside the agency, take on personal advertising industry is cut-throat, but in a up my street. Unfortunately, having done a and just want to peek behind the door to projects and show a range of creative nice way. You have to be both tactful and degree in history with no insight into the see how good the party really is. pursuits in our portfolios – a belief that was tactical. It’s a third getting to know people, ad-world, I didn’t know how to get there. echoed throughout various agencies we a third enthusiasm and a third talent. Luckily for me, I hadn’t ever watched Mad attended as part of the AdSchool. I remember There is absolutely no space for ego when Men so I was free of any terribly misguided the lead designer at CM saying that his you’re starting out. Other than that? Don’t preconceptions of agency life. I quickly out-of-office passion was in industrial just be yourself – constantly strive to learnt that each agency had its own creed design and would carefully observe the improve yourself. It doesn’t matter where and culture, which was made painfully patterns of materials on public transport. you come from, what race you are or if you apparent when I walked into Ogilvy & These brilliant nuances in character are the prefer Campaign to Media Week. Mather’s Canary Wharf office with a toilet things that diversify and enrich the industry. Advertising is a dynamic, ever-changing plunger (it’s a long story). I believed that industry and it’s looking for passionate, advertising was a cosmopolitan industry So, what is it actually like past the shiny motivated individuals to move it forward. and the unique cultural perspective as a gold door at that huge creative party? Well, result of my mixed background would surely it’s like being at a party. You’ve arrived Joss is now a copywriter for Flirtology prove an advantage. Being half white and and you don’t know what the dress code is, Joss Wyatt half Singaporean-Chinese, growing up on a you don’t know anyone and, at the start, sunny Australian beach and spending most you spend most of your time trying not to winters with extended family in the US was say the wrong thing while getting a feel sure to make me stand out. This was false. for your surroundings. You discover that it’s not just creatives at the party but all I wouldn’t say that coming from an ethnic sorts of industry professionals and it’s just minority is an advantage or disadvantage. as instructive networking with them as it The advertising industry thrives on the is mingling in the creative circle. When THE NEW BRITAIN 28 Appendices

Glossary ABC Audit Bureau of Circulations AMG Asian Media Group BARB Broadcasters’ Audience Research Board BME Black and minority ethnic DAB Digital Audio Broadcasting EMG Ethnic Media Group JSTV Japanese Satellite Television MEMS Multicultural and Ethnic Media Sales NRS National Readership Survey RAJAR Radio Joint Audience Research Ltd. TGI Target Group Index ZMTV Zierler Media

Further reading IPA. 2010. The Future of Work: An IPA member agency perspective in association with Working Families. London: IPA. www.ipa.co.uk/Document/Future-of-Work

IPA. 2010. The marketing opportunities for advertisers and agencies in today’s multi-cultural Britain: An interim report by the Ethnic Diversity Forum. London: IPA. www.ipa.co.uk/Document/The-marketing-opportunities-for- advertisers-and-agencies-in-multi-cultural-Britain-an-IPA-report

IPA. 2012. 2012 Multicultural Britain. London: IPA. www.ipa.co.uk/Document/2012-Multicultural-Britain-PDF

IPA. 2013. IPA Agency Census 2013. London: IPA. www.ipa.co.uk/Page/IPA-Agency-Census About the authors

Aditya Chakrabortty Sanjay Shabi Aditya is the Senior Economics Commentator Sanjay has been at MediaCom for nearly 13 at the Guardian, where he writes a weekly years, looking after amongst other things column and reports on economic issues in CultureCom, which is the agency’s ethnic Britain, Europe and around the world. media consultancy division. Reflecting Before that he was Economics Leader Writer, MediaCom’s No. 1 position, CultureCom writing the paper’s editorial columns during was the first ever ethnic media consultancy the economic crisis. He was previously to be launched within one of the UK’s Top Economics Producer for the BBC, and his 20 media planning and buying agencies. series of reports from China won a Harold Sanjay has been involved with the IPA as a Wincott award in 2006. He was Senior member of its Ethnic Diversity Forum Producer on the BBC Ten o’clock News and which aims to support and promote ethnic Newsnight. He has also written for the marketing opportunities. In recognition of Telegraph, the Financial Times, the FT Magazine this work in this sphere, he was ranked and the New Statesman. He went to St Hugh’s 72nd in GG2’s Power 101 2013 which lists College, Oxford where he took a degree in and ranks the UK’s most influential Modern History. Asians. Finally, Sanjay was privileged enough to represent MediaCom as part of Jessica Mai Sims the judging panel for the inaugural Asian Jessica is a researcher and a policy Media Awards in 2013. professional with expertise in equality and social justice in the UK. She currently works to involve patients and the public in the clinical guideline development process at the National Institute for Health and Care Excellence. Before that, she was researching race equality in public services at King’s College London and the policy thinktank, the Runnymede Trust. Jessica has written widely on minority ethnic groups and most recently on discriminatory practices in the UK labour market and promoting organ donation among minority ethnic groups. Design Morrison Dalley

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