Eagle Eye, based in East London, aims to transform the way brands think about ethnic markets and diversity
Eagle London, the UK’s leading Black-owned comms agency, has launched a new consultancy aimed at helping clients of all shapes and sizes to fix their cultural competency issues.
Following the Black Lives Matter movement, we have seen a notable shift in representation but also the ethnic consumers zone of tolerance. Where limited data, and broad generalisations had heavily influenced past campaigns, it is clear that it will no longer suffice with reports stating that 54% of ethnic minorities don’t currently feel represented in online ads – Facebook for Business report, 2021.
The new outfit, Eagle Eye, will be headed by marketing communications strategist and cultural consultant, Philip Osei-Hwere with over 20 years’ industrial experience and the vastly experienced comms consultant Mark Robinson OBE, who has a long track record in blue chip agencies, including JWT, Grey and RKCR/Y&R.
Osei-Hwere commented: “The UK advertising market has entered a fascinating stage in its evolution. Advertisers of all shapes and sizes have recognised, quite rightly, that they need to reach ethnic communities; yet they’re not entirely confident they know the best way to go about it. We’re here to help them do that.”
Robinson added: “This is a timely initiative. Lots of companies know they can and should be raising their game. We’ll offer them a cultural competency audit and a framework to ensure that their marketing strategies, where diverse audiences are concerned, are fit for purpose.”
The move was welcomed by marketing professionals working to accelerate change in the industry. Founder of The Barber Shop, Dino Myers-Lamptey, commented: “The really striking thing is, there’s a lack of representation behind the camera, and there’s a lack of representation in companies, the offices and in the boardrooms massively, that’s where the real problems are happening.”
The launch was timed to coincide with Black History month – and chimes with recent industry-wide initiatives like the Advertising Association-IPA-ISBA “All In” programme and media-owner statements of intent such as Channel 4’s “Black to Front” project earlier last month.
Eagle Eye will work directly with advertisers or in partnership with their existing creative or media agencies; and its reports will also be offered to media owners. It offers qualitative insights derived from research panels rooted in ethnic communities – and is developing bespoke research initiatives with academic institutions.
Eagle Eye website, here: Eagle Eye Consultancy
For more information, contact Philip Osei-Hwere: [email protected] and 07983 508 359