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Diversifying your brand

What we do

We specialise in connecting brands to ethnically diverse markets by building deep meaningful links that form lasting relationships.

We believe strongly that diverse agencies like ours are best placed to build these connections so that those relationships are built on cooperation rather than exploitation. Our team has a combined experience of over 40 years in purpose-driven marketing. We deliver bespoke, award-winning campaigns and services for brands and charities who want to reach diverse communities and build real, lasting connections.

We build connections by digging deep; we analyse audience behaviour and provide insight so that you can get a better understanding of the target market
We build connections by touching hearts; by designing strategic plans and creative campaigns
We build connections on a foundation of trust; by partnering with innovators and influencers from ethnic minorities to champion your brand

Times are changing; in the not-too-distant future ethnic minorities will become majorities in some areas of the UK. Now is the time to build connections, and we are here to help.

Our Approach

We can’t support you unless we know you; we take the time to understand you and your organisation and where you’re at. Then, we work with you to define what you need and how we can make it happen.

Our Clients

Whatever sector your business is in we can help. Some of the organisations we have supported in the past include UNICEF, UK for UNHCR, Save The Children, Cambridge Muslim College, British Asian Trust, United World Schools and The British Red Cross

Some of the organisations we are proud to have worked with

Our Story

We know what it’s like to feel like to be the only person of colour in the room. To walk into a supermarket and see celebratory banners announcing ‘Ramadan Mubarak’ in all their glory… draped over displays of bottles of beer.

There’s nothing quite so alienating as off-key marketing. It’s like someone’s talking to you in French, but insisting they’ve been speaking English the whole time. It just feels… off.

For 10 years, we – a Londerner and a Northerner named Basit and Adil – had been working in Marketing, Communications and Fundraising to build a humble charity into the largest Muslim brand in the UK.

We’d both spent our entire working lives building connections with the South Asian marketplace, and one Friday evening during our weekly family get-together, an idea sparked… We know that our communities are looking for an alternative, quality offerings; from food to fundraisers, from fashion to fun. And we knew that we were the ones who could connect ethnically diverse markets with the brands which could serve us best.

We know what it’s like to feel othered, and we also know that true connection is at the heart of breaking down prejudice and ignorance. Together, we work with brands to break down these barriers and build real connections.

Adil Husseini has over 17 years’ experience working in the Not-for-Profit sector. Having started his career as a community fundraiser, he went on to become the Head of Communications at Islamic Relief, where he devised and built their global communications and marketing strategy. He then moved onto the Disasters Emergency Committee (DEC) where he took on the role of Director of Marketing and Fundraising and led seven appeals, raising over £320million. Most recently he led the digital and content strategy for UNICEF UK. He has successfully led many integrated marketing, communications and fundraising campaigns including advising Save the Children, UNICEF Global, British Asian Trust among many others on their Ramadan creative development and marketing outreach. Adil is currently an advisor to the National Zakat Foundation board.

Adil Husseini

Basit Khan has over 17 years’ experience working in Business Development across various sectors, including financial services, tax planning and fundraising. Having spent the early part of his career advising high net worth individuals with their financial and tax planning needs, he went on to become the Head of Fundraising at Islamic Relief, where he was instrumental in building the philanthropy department and increasing voluntary income to £30million. As a result of this, he was nominated as an Ambassador for the Institute of Fundraising 2015 National Convention, Best You Can Be campaign. Basit is a leading expert on Faith Based Giving, he is one of the founders of the International Waqf Fund, developed Save the Children’s Zakat policy, created and implemented the engagement strategy for UNICEF’s Global Muslim Philanthropy Fund for Children and oversaw the UK HNW Muslim engagement strategy for UNHCR. Viewers of the Islam Channel will often find Basit on the sofa of the flagship show Living the Life, where he is one of the regular presenters.

Basit Khan

Let’s get to work