Multicultural marketing: Taking niche brands mainstream

This article looks at the growth potential for brand owners who wish to take traditional ethnic minority brands and develop a mainstream presence for them in Britain.

Multicultural marketing: Taking niche brands mainstream

Janet HullIPA

Observing the enormous vitality of sections of the ethnic business community, Janet Hull argues that there is exciting growth potential for ethnic brand owners working with marketing and advertising agencies. The challenge is to take traditional ethnic minority brands marketed in these communities and develop a mainstream presence.

I was privileged to be invited last year to join a table hosted by one of our IPA member agencies, Di5 Global, at the World Food Awards at London's Lancaster Hotel.

It turned out that founder and CEO Bala Iyer, for whom I...

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