Multicultural Marketing Consultancy

Multicultural Marketing Consultancy

Connecting with multicultural communities

MMC is a specialist agency based in London, working closely with forward thinking organisations to engage a wide range of culturally diverse audiences.

See how we can help you increase the saliency of your campaigns.
People - multicultural marketing campaign

Enhance your campaign effectiveness

MMC has an expert and agile team that specialises in helping brands understand the multicultural landscape in the UK and how best to reach and engage culturally diverse communities.

We have extensive experience of working with government, public and charity sector organisations.

Clients value our in-depth consumer insight into a wide range of Black, Asian and Minority Ethnic (BAME) audiences and our ability to connect with communities through media and other channels at a grassroots level.

Helping you avoid the pitfalls

  • Sharing grassroots knowledge of how culture, religious beliefs and language can influence behaviour and attitudes
  • Tapping into our existing relationships with influencers, media, community and faith organisations across a wide range of BAME communities
  • Making sure your creative approach resonates and you have the right credible voices on board to land your messages
  • Ensuring the right metrics and systems are in place to measure campaign reach and impact

Meet the team

We have all been working in the multicultural marketing space throughout our careers and are passionate about engaging BAME audiences that are traditionally deemed as ‘hard to reach’.

Patricia Macauley, Multicultural Marketing Consultancy
Patricia Macauley
Founder & Director
Sonali Morjaria, Multicultural Marketing Consultancy
Sonali Morjaria
Cultural Account Director
Kreshany Manoharajah, Multicultural Marketing Consultancy
Kreshany Manoharajah
Cultural Manager
Salea Amin, Multicultural Marketing Consultancy
Salea Amin
Cultural Consultant

MMC collaborates with other experts to bring key messages to life and help us achieve the best results for you. We are also used to working in an integrated way with other agencies to deliver solutions for our clients.

“MMC are absolute experts in their field and a great partner agency to work with. We always look to engage them for briefs which require any level of cultural understanding or engagement – they are professional, friendly and focused on the end goal.”
Julia Bainbridge – Director, freuds

About the founder

Patricia Macauley, MMC
MMC was set up in 2012 by Patricia Macauley, who has a wealth of insight into the behaviours and attitudes of multicultural audiences. She has extensive campaign experience in multicultural marketing and PR and has featured in Marketing’s Power 100 Next Generation list.

Patricia has played an integral role in leading government communications on how to reach and engage BAME audiences through high profile behaviour change campaigns such as addressing cultural barriers to early diagnosis of cancer, encouraging take up of early years education, tackling FGM and modern slavery.

She has a passion for ensuring that brands understand how to create truly inclusive campaigns and recognise when bespoke approaches are needed. 

Patricia strongly believes that brands that go the extra mile to take into consideration cultural nuances and subtleties are the brands that stand a good chance of changing behaviour and having the competitive edge.

Campaign strategy, development and delivery

From advice to consultancy and campaign delivery, MMC offers a broad and tailored range of marketing services across paid, earned and owned media at a national or hyper local level to help address specific issues amongst rapidly changing demographics.

  1. Immersion sessions and workshops building understanding of the multicultural landscape
  2. Insight-driven strategic counsel helping to achieve a truly inclusive or a targeted approach
  3. Community engagement proactively involving influencers in issues that impact their communities
  4. Outreach creating conversations in community spaces at a grassroots level
  5. Co-create bringing key people together to develop and inform the shape of the campaign
  6. PR creating culturally appropriate stories and content that works across digital and traditional channels

“MMC have invaluable insight and knowledge of BAME audiences combined with great understanding of marketing and PR. Their creative ideas coupled with their strong relationships with key influencers generated fantastic results.”
Anne Clarke – Managing Director, Four Change

Who we’ve worked with

  • Public Health England logo
  • Department for Transport logo
  • BBC World Service logo
  • Home Office logo
  • Freuds logo
  • 23red logo
  • NHS England logo
  • Smart Energy GB logo
  • FCA financial conduct authority logo
  • British Red Cross logo
  • M&C Saatchi logo
  • Department of Health logo
  • Department for Education logo
  • The Electoral Commission logo
  • four agency logo
  • Cancer Research UK logo
  • MullenLowe logo

Practical insight-led campaigns

MMC goes the extra mile to take carefully crafted messages into the heart of BAME communities with our insight-led creative ideas and relationships with grassroots networks.

Our overriding approach is always simple to stimulate engagement and encourage behaviour change. We work closely with our clients and partner agencies to deliver these campaigns.

Ending Female Genital Mutilation (FGM)
Addressing culturally sensitive issues by working with community voices to raise awareness of the long-term health consequences of FGM amongst practising communities. We successfully secured a wide range of individuals to support and speak out about FGM, from survivors and healthcare professionals to faith leaders and voluntary organisations. All featured in film content that appeared in media and was shown at community events which stimulated discussion amongst the target audiences.
Be Clear on Cancer – Prostate Cancer campaign, Multicultural Marketing Consultancy
Be Clear on Cancer – Prostate Cancer campaign, Multicultural Marketing Consultancy
Be Clear on Cancer – Prostate Cancer
Delivered a hyper-targeted cross-channel campaign aimed to increase knowledge of prostate cancer amongst Black men. We successfully enlisted credible voices to front the campaign and generate interest in the media. Recruited community ambassadors to encourage conversations in community spaces and events.
One You campaign, Multicultural Marketing Consultancy
One You
Targeted PR and partnership activity to complement the mainstream campaign, encouraging Black and Asian adults to take the health quiz ‘How Are You’. Working with media medics and other influential voices we generated extensive media coverage and support from BAME organisations.
Modern Slavery campaign, Multicultural Marketing Consultancy
Modern Slavery
A co-creation and pilot campaign designed to help the Nigerian community spot the signs of domestic servitude and encourage them to report suspicions. The community-led model was extremely effective at empowering the target audience to take ownership of communications.
BBC World Service campaign, Multicultural Marketing Consultancy
BBC World Service
A multi-layered paid and earned campaign to increase usage of BBC’s World Service language websites. Insight work informed the prioritisation of six languages which included Urdu, Chinese, Turkish, Bangla, Portuguese and Somali. The campaign successfully increased traffic to the websites.
Stroke Act F.A.S.T. campaign, Multicultural Marketing Consultancy
Stroke Act F.A.S.T.
Creating tailored content for Black and Asian audiences was critical to increasing awareness that there is a higher prevelance of stroke in these communities and to convey the signs of stroke. We enlisted real stroke survivors and healthcare professionals to feature in video and print content.

Get in touch

Like to work together? Let’s see how our team’s expertise can help your brand or organisation engage the UK’s multicultural communities.

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