Taking over the world, one account at a time
12th July, 2006
It is never easy to reject the traditional 9-5pm career with a big company and instead taking the plunge to work for yourself.
In an unstable industry such as marketing, advertising and public relations, where the rewards come only after extended perseverance, this is all the more remarkable.
And yet, breaking down the not uncommon perception that they are bound by tradition to being obedient housewives, a growing number of British Asian women are doing just that.
In a special feature AIM magazine profiles these pioneers of the media industry who are focusing on their strengths and expertise to make a mark all over the world.
WAHIDA ASHIQ
93 1/2
Says: "We are the first independent PR agency to specialise in helping Chinese brands enter Europe and vice versa. Within two years of starting out we have been invited to tender for a media training contract for the Beijing Olympics."
After reading Public Relations at Reading University, she did her training at the world's biggest PR company, WPP. She worked for big PR companies since and even headed up a consumer campaign to educate Britons about climate change. In November 2004 she decided it was time to start her own agency.
Current and recent clients
Worked on the launch of Phillips' heart defibrillator product, increasing sales by 70%. Others include the company Digital Plumbers and ZTE - one of the first Chinese mobile phone companies moving into Europe with ambitions of being a "super brand".
"Our strength is that our people are almost ridiculously diverse in age, nationalities and backgrounds. Too many PR agencies employ people who are clones of one another. It makes me laugh when the bigger agencies open a division aimed at tapping into, say. 'the gay market' or 'the ethnic market' like it's an abstraction."
Primarily offers
Branding counsel, media management and media training.
"We also provide PR and media management services with a strong understanding of what the media actually wants. We can do this because we have a working journalist on the team. This may sound obvious, but on the whole PR agencies profess to understand what the media wants but don’t have a real journalist on their team."
5) Where do you want to be in ten years?
"In ten years we want to be known as the China specialists. In fact, I'll consider it a failure if we're not there in five. I also hope my Mandarin has improved a bit. It's still rubbish."
9312.co.uk
MARY RAHMAN
MR-PR
Says: "We deliver mainstream and ethnic press campaigns for cultural diverse arts events and clients."
Mary Rahman graduated with a MSC Media and Communications from London School of Economics. She started as a press officer for Theatre Royal Stratford East as well as an Account Manager for NPPR agency. In 2004 she felt confident enough to launch her own PR agency, focusing initially just on the theatre and arts. She has since branched out to film and events.
Current and recent clients
The Arts Council's diversity project, Decibel, is a major client right now. She is working on the Decibel showcase 2007, an iniative to promote cultural diverse artists. A showcase and international conference will take place in Birmingham in 2007.
Other clients include Bafta Goes Bollywood, Township Stories starring Presley Chweneyaqae (Edinburgh Fringe Festival), Nylon Soundz concert, East London Dance.
Primary service:
Mainstream, Regional, Local and Ethnic Media Campaigns, event launches, public relations consultancy, marketing and distribution and training workshops.
In ten years
"Running a successful PR agency promoting a wide range of cultural diverse projects!"
mr-pr.com
NITA SHAH
Shahrp
Says: "My background and experience makes companies and organisations in the professional services sector a natural area that I can operate in, and do it well. I am also accustomed to working with companies and organisations which want to communicate with ethnic minority audiences."
After a postgraduate course in Journalism & PR, she joined a financial/corporate PR agency and worked on a variety of accounts across different sectors. Then worked in-house as Corporate Affairs & Media Manager at a large fund management company. Launched Shahrp in January 2004.
She was on the cover of PR Week magazine a fortnight ago, selected as part of its top '29 under 29'.
Current and recent clients
Asian Wedding Exhibition 2006, Biopac, Conduit Ventures, Dynamic Asian Women's Network (Dawn), Express Recruitment, Internet Exchange, PR Newswire and more.
"Dawn's events are often in conjunction with partner organisations such as The British Library, Creative London and Business Link. Shahrp's role was to raise the profile of their events and entrepreneurship programmes."
Primarily offers
Media strategy, writing press releases, research into and compilation of press lists, media distribution, journalist liaison, arranging & facilitating meetings with media, press office function, media monitoring and more. Essentially, general communications advice & support.
In ten years
Still working with good quality clients and continuing to achieve great things for them and for Shahrp. Help young people, e.g. give guidance or offer advice to those wanting to enter, or working in the industry
shahrp.com
KULLY DHADDA
Flame PR
Says: "Flame PR specializes in the prestigious top-tier high profile media, so our clients regularly appear on the BBC, CNN, Sunday Times and FT. Our strengths are business consumer news and raising the profile of clients in the UK and global media."
Starting out on the BBC's Asian Network long before it was a national station, where Kully presented and edited her own show, she moved to national television with Breakfast News on BBC 1, and then on to reporting and producing business news for BBC 1, Five Live and Radio 4. She left the BBC to form Flame PR two years ago.
Current and recent clients
Bluechip companies such as Shell, Accenture and Bank of Scotland, as well as rising stars such as James Caan (CEO of Hamilton Bradshaw, the first western private equity fund to enter Pakistan).
"Accenture is a recent client and in a matter of weeks they have been on Newsnight, BBC World Service television and Channel 4 News et al. We are also very strong in the public sector, looking after campaign which are designed to penetrate the ethnic minority media and mainstream audiences."
Primarily offers
Design a media strategy for clients or organisation and then implement it from cradle to grave. "We broker the media opportunities for clients, place them as key commentators on high profile programmes."
In ten years
"We are currently experiencing strong growth year on year and anticipate that we will be a listed business in ten years time. We will also have strong clients in India, Pakistan and China."
(pictured on the left)
flamepr.co.uk
SHY RABBANI
Pink Kiwi
Says: "Many firms are missing a trick when it comes to doing business with customers from other ethnic backgrounds. Sometimes it's a case of the wrong products, but often it's a simple case of a lack of understanding."
A former corporate marketer at Lloyds TSB, where she helped launch its Islamic Financial Services, she plans to focus on all aspects of marketing aimed at Asian, Middle Eastern, Muslim and other ethnic communities.
"The level of understanding about ethnic markets was still very limited within the organisation and they were quite slow to make any major changes. Similar to many organisations, Asians seem to dominate the diversity strategy which I think it a very short sighted view approach when dealing with ethnic markets."
Current and recent clients
"We have been working with a number of clients, including Families Relief, Al-Minaar Muslim Heritage Cultural Centre, Mojis Place, Lets, Shaam and IT People (run by Syed from The Apprrentice).
"As diversity specialists, Pink Kiwi is working with Syed to grow his business in the ethnic specialist field as many organisations are now starting to increase the number of high quality employees from ethnic minority backgrounds."
Primarily offers
Marketing consultancy; cross cultural awareness and diversity training; Islamic awareness training; public relations; media planning and buying; campaign management; advertising.
In ten years
"Pink Kiwi will god willing be an reputable and recognised International organisation, with bases in the Middle East, South Asia, North Africa and Europe. We will be the leading ethnic specialist organisation and hopefully we would have succeeded in winning some of the world's largest clients."
pinkkiwi.co.uk
In an unstable industry such as marketing, advertising and public relations, where the rewards come only after extended perseverance, this is all the more remarkable.
And yet, breaking down the not uncommon perception that they are bound by tradition to being obedient housewives, a growing number of British Asian women are doing just that.
In a special feature AIM magazine profiles these pioneers of the media industry who are focusing on their strengths and expertise to make a mark all over the world.
WAHIDA ASHIQ
93 1/2
Says: "We are the first independent PR agency to specialise in helping Chinese brands enter Europe and vice versa. Within two years of starting out we have been invited to tender for a media training contract for the Beijing Olympics."After reading Public Relations at Reading University, she did her training at the world's biggest PR company, WPP. She worked for big PR companies since and even headed up a consumer campaign to educate Britons about climate change. In November 2004 she decided it was time to start her own agency.
Current and recent clients
Worked on the launch of Phillips' heart defibrillator product, increasing sales by 70%. Others include the company Digital Plumbers and ZTE - one of the first Chinese mobile phone companies moving into Europe with ambitions of being a "super brand".
"Our strength is that our people are almost ridiculously diverse in age, nationalities and backgrounds. Too many PR agencies employ people who are clones of one another. It makes me laugh when the bigger agencies open a division aimed at tapping into, say. 'the gay market' or 'the ethnic market' like it's an abstraction."
Primarily offers
Branding counsel, media management and media training.
"We also provide PR and media management services with a strong understanding of what the media actually wants. We can do this because we have a working journalist on the team. This may sound obvious, but on the whole PR agencies profess to understand what the media wants but don’t have a real journalist on their team."
5) Where do you want to be in ten years?
"In ten years we want to be known as the China specialists. In fact, I'll consider it a failure if we're not there in five. I also hope my Mandarin has improved a bit. It's still rubbish."
9312.co.uk
MARY RAHMAN
MR-PR
Says: "We deliver mainstream and ethnic press campaigns for cultural diverse arts events and clients."Mary Rahman graduated with a MSC Media and Communications from London School of Economics. She started as a press officer for Theatre Royal Stratford East as well as an Account Manager for NPPR agency. In 2004 she felt confident enough to launch her own PR agency, focusing initially just on the theatre and arts. She has since branched out to film and events.
Current and recent clients
The Arts Council's diversity project, Decibel, is a major client right now. She is working on the Decibel showcase 2007, an iniative to promote cultural diverse artists. A showcase and international conference will take place in Birmingham in 2007.
Other clients include Bafta Goes Bollywood, Township Stories starring Presley Chweneyaqae (Edinburgh Fringe Festival), Nylon Soundz concert, East London Dance.
Primary service:
Mainstream, Regional, Local and Ethnic Media Campaigns, event launches, public relations consultancy, marketing and distribution and training workshops.
In ten years
"Running a successful PR agency promoting a wide range of cultural diverse projects!"
mr-pr.com
NITA SHAH
Shahrp
Says: "My background and experience makes companies and organisations in the professional services sector a natural area that I can operate in, and do it well. I am also accustomed to working with companies and organisations which want to communicate with ethnic minority audiences."After a postgraduate course in Journalism & PR, she joined a financial/corporate PR agency and worked on a variety of accounts across different sectors. Then worked in-house as Corporate Affairs & Media Manager at a large fund management company. Launched Shahrp in January 2004.
She was on the cover of PR Week magazine a fortnight ago, selected as part of its top '29 under 29'.
Current and recent clients
Asian Wedding Exhibition 2006, Biopac, Conduit Ventures, Dynamic Asian Women's Network (Dawn), Express Recruitment, Internet Exchange, PR Newswire and more.
"Dawn's events are often in conjunction with partner organisations such as The British Library, Creative London and Business Link. Shahrp's role was to raise the profile of their events and entrepreneurship programmes."
Primarily offers
Media strategy, writing press releases, research into and compilation of press lists, media distribution, journalist liaison, arranging & facilitating meetings with media, press office function, media monitoring and more. Essentially, general communications advice & support.
In ten years
Still working with good quality clients and continuing to achieve great things for them and for Shahrp. Help young people, e.g. give guidance or offer advice to those wanting to enter, or working in the industry
shahrp.com
KULLY DHADDA
Flame PR
Says: "Flame PR specializes in the prestigious top-tier high profile media, so our clients regularly appear on the BBC, CNN, Sunday Times and FT. Our strengths are business consumer news and raising the profile of clients in the UK and global media."Starting out on the BBC's Asian Network long before it was a national station, where Kully presented and edited her own show, she moved to national television with Breakfast News on BBC 1, and then on to reporting and producing business news for BBC 1, Five Live and Radio 4. She left the BBC to form Flame PR two years ago.
Current and recent clients
Bluechip companies such as Shell, Accenture and Bank of Scotland, as well as rising stars such as James Caan (CEO of Hamilton Bradshaw, the first western private equity fund to enter Pakistan).
"Accenture is a recent client and in a matter of weeks they have been on Newsnight, BBC World Service television and Channel 4 News et al. We are also very strong in the public sector, looking after campaign which are designed to penetrate the ethnic minority media and mainstream audiences."
Primarily offers
Design a media strategy for clients or organisation and then implement it from cradle to grave. "We broker the media opportunities for clients, place them as key commentators on high profile programmes."
In ten years
"We are currently experiencing strong growth year on year and anticipate that we will be a listed business in ten years time. We will also have strong clients in India, Pakistan and China."
(pictured on the left)
flamepr.co.uk
SHY RABBANI
Pink Kiwi
Says: "Many firms are missing a trick when it comes to doing business with customers from other ethnic backgrounds. Sometimes it's a case of the wrong products, but often it's a simple case of a lack of understanding."A former corporate marketer at Lloyds TSB, where she helped launch its Islamic Financial Services, she plans to focus on all aspects of marketing aimed at Asian, Middle Eastern, Muslim and other ethnic communities.
"The level of understanding about ethnic markets was still very limited within the organisation and they were quite slow to make any major changes. Similar to many organisations, Asians seem to dominate the diversity strategy which I think it a very short sighted view approach when dealing with ethnic markets."
Current and recent clients
"We have been working with a number of clients, including Families Relief, Al-Minaar Muslim Heritage Cultural Centre, Mojis Place, Lets, Shaam and IT People (run by Syed from The Apprrentice).
"As diversity specialists, Pink Kiwi is working with Syed to grow his business in the ethnic specialist field as many organisations are now starting to increase the number of high quality employees from ethnic minority backgrounds."
Primarily offers
Marketing consultancy; cross cultural awareness and diversity training; Islamic awareness training; public relations; media planning and buying; campaign management; advertising.
In ten years
"Pink Kiwi will god willing be an reputable and recognised International organisation, with bases in the Middle East, South Asia, North Africa and Europe. We will be the leading ethnic specialist organisation and hopefully we would have succeeded in winning some of the world's largest clients."
pinkkiwi.co.uk
