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Here and Now 365 was founded by Manish Tiwari over 15 years ago. It provides strategically led campaigns for businesses targeting Britain’s culturally diverse market. Why is that important? Ethnic and Multicultural marketing does not just enable brands to reach their target audience; it also makes the brand stand out in a way that is relevant to our times and society. And this relevance can be achieved only when we have a pulse on what is happening in the community from a brand connect perspective. We are quick in identifying these opportunities and agile in delivering impactful communication with quick turnaround times so that the brand stays relevant to the communities.

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Work

Why Multicultural Marketing

HereandNow365 – defining Multicultural Marketing, was founded by Manish Tiwari in 2006 and subsequently grew to be the largest multicultural advertising consultancy in the United Kingdom. The multicultural specialist agency has worked with more than 100+ British brands across a range of clients in Fintech, World Foods, Banking, Retail, Media, Health, Charities and Tourism. The raison d’etre for a multicultural comms strategy is to look at market expansion for a brand and broaden its appeal to several new segments of diaspora communities each having its unique cultural moorings and diverse experience of the brand. The multicultural insights help the brand to create a deep and authentic communication where its broader communication might fall short as it caters to a certain sensibility which might not resonate within ethnic target group. Hence, multicultural marketing helps to unlock the value proposition of the brand to a wider audience and create new market segment. Multicultural or ethnic marketing can create phenomenal growth and there are a lot of brands who purely thrive by marketing to multicultural ethnic audiences.

Ethnic Marketing

HereandNow365 defines multicultural marketing via its own process of creating insights, creating communication based on these insights and most importantly closing the loop via feedback from the target group. The integral part of any campaign deemed multicultural is ‘authentic’ and ‘deep’ bonding with the community and not a tick in the box exercise often done to showcase commitment to diversity or multicultural aspirations.

Why Multicultural Marketing – Because it helps to unlock bigger value for the brand and grow its market share based on ‘deeper’ and ‘authentic’ bond with diverse ethnic communities. However, there is another reason why every brand should embrace multicultural marketing as Europe and UK are increasingly representative societies mirroring the global population mix. The globalised developed world doesn’t have a choice but to embrace diversity and multicultural marketing helps to contextualise the brand within this new reality. For example the sales in multiples such as ASDA, Sainsbury and Morrisons register double digit growth during Ramadan and there are several high street retailers who experience a peak during Indian festival of Deepavali; these occasions can be leveraged to create growth for any business. However, multicultural marketing truly works when a brand embraces ethnic communities by ensuring that a strand of its communication constantly engages with them through bespoke contextual media which is not merely window dressing rather a deeper connect.

HereandNow365 in defining multicultural marketing has been inspired by the founder’s quest for a society which is able to give voice to ethnic and minority communities who are often marginalised and subsequently become inconsequential in the media narrative. It is important that multicultural societies overcome divisive and corrosive nature of political discourse as seen in recent times and advertising comms is an important element in bending the reality for a society which is truly inclusive. Hence, Multicultural Marketing can be truly a force for good and a catalyst for a better society.

The multicultural communication specialists at the agency have worked on social campaigns for NHS and won several awards for the same as demonstrated through the GMPHN Campaign to bring behavioural change across some ethnic communities, to respond better towards cancer screening and signs of stroke. A campaign which was subsequently adopted by the Public Health England and taken National based on its remarkable regional success. Similarly, British Heart Foundation was able to influence a significant South Asian population through the multicultural campaigns and bespoke events created by the agency. The agency has created successful multicultural campaigns for global giants including Unilever, Nestle, Telefonica, Virgin, Sky, Barclays, Westmill Foods and several other brands.

The agency has won coveted awards for its multicultural campaigns including the British Asian Media (BAM) Awards, the Billboard Campaign award for the pandemic year, the English Business Awards, the Diversity Awards and the founder was featured among the top 20 Diversity professionals by the Guardian and has been felicitated for his contribution to Multicultural Media and its growth at the House of Lords.

Clients

Poson Poya

Poson Poya is celebrated every year by Sri Lankan Buddhists and it commemorates the arrival of Buddhism in Sri Lanka

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Canada Day

On the 1st of July, we celebrate Canada Day, however, while we celebrate Canada, it is important to remember and

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Poson Poya

Poson Poya is celebrated every year by Sri Lankan Buddhists and it commemorates the arrival of Buddhism in Sri Lanka in the 3rd century BC.

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Awards & Accreditations

IPA
IPA

Member of IPA

CPD
CPD

IPA CPD Accreditation

Asian Business
Asian Business

Member of London Chamber of Commerce

BAM-AWARD
BAM-AWARD

BAM (British Asian Media) award for Campaign of the Year 2019 and 2020

Media
Media

Billboard Award of the Year 2020- Elephant Atta Medium with Vitamin D

English Asian
English Asian

2015: Winner of Lloyds Banking Group’s The English Asian Business Award for Small Business

Media
Media

2014: Winner of the Asian Media Awards for the NHS Stroke Campaign

Asian lite
Asian lite

2011: Winner of Asian Lite Campaign of the Year Award for the NHS South Asian Cancer Campaign

Asian Achiever
Asian Achiever

2011: Winner of Asian Diaspora Achievers Award for Businessman of the Year

B4U
B4U

2011: Winner of B4U’s Award for Outstanding Support and Contribution to Airtime Sales

AHCM
AHCM

2011: Shortlisted by National AHCM Award for the NHS South Asian Cancer Campaign

MSDUK
MSDUK

2010: Winner of MSDUK’s Supplier of the Year: Business Growth Award