Serhat Ekinci has been appointed as the director of OMG Ethnic, working closely with managing director and OMG UK chief marketing officer Sam Phillips to grow the consultancy across existing client bases.

 

The multicultural marketing consultancy, created in 2010, targets “specific and significant communities of diverse cultures”, according to a representative, and aims to grow across OMD UK, MG OMD, M2M, PHD and Rocket’s client bases.

“As an ethnic minority who grew up in Istanbul – a city on two continents – and who now lives in the melting pot of London, I have a keen understanding of the differing behaviours of ethnic communities,” said Ekinci.

“I could not be more excited about exploring the opportunities available to clients who positively lean in to multicultural marketing. With BAME [Black Asian and Minority Ethnic] purchasing power reaching over £300bn in the UK alone, clients’ eyes are increasingly open to the opportunities for growth that multicultural marketing affords them.

“I can’t wait to build on OMG Ethnic’s already considerable success”.

Ekinci, who most recently acted as digital research director at GfK, previously held senior roles in global consumer insight, brand and media strategy at Kantar Media, MediaCom and Gorkana.

“Serhat will play a pivotal role in continuing to drive business success for our clients, challenging them to think about positively targeting different multicultural communities,” added Phillips. “I’m thrilled to welcome Serhat to the team.”

Last week, McDonalds tasked Omnicom to create the ‘agency of the future’, uniting creative and media under one roof.