Voices

Eagle London launches adland’s first Black-owned cultural competence consultancy, Eagle Eye

Eagle Eye aims to transform the way brands think about ethnic markets and diversity

Georgie Moreton

Assistant Editor, BITE

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Eagle London launches adland’s first Black-owned cultural competence consultancy Eagle Eye, an agency aiming to transform the way brands think about ethnic markets and diversity.

Launching during Black History Month, during a time where 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 are taking place, Eagle Eye, based in East London, has been launched to help clients of all shapes and sizes to fix their cultural competency issues. 

Whilst greater public awareness of issues championed by the Black Lives Matter movement has been accompanied by a notable shift in the representation of minority groups in UK ads, it has also seen a shift in attitudes among ethnic consumers particularly with regards to what is and is not acceptable practice. 

In the past, marketers and agencies were guided by limited data and broad generalisations but it has become increasingly clear that this will no longer suffice. According to a recent Facebook for Business report, 54% of ethnic minorities don’t currently feel adequately represented in online ads.

Eagle Eye will offer qualitative insights derived from research panels rooted in ethnic communities and is developing bespoke research initiatives with academic institutions. The agency will work directly with advertisers or in partnership with their existing creative or media agencies, to ensure brands are better educated and equipped. 

Founder of strategy-led creative company 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. That’s where the real problems are happening.” 

The new outfit will be headed by the vastly experienced marketing communications strategist and cultural consultant, Philip Osei-Hwere and comms consultant Mark Robinson OBE, who has a long track record in blue chip agencies, including JWT, Grey and RKCR/Y&R.  

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. That’s where the real problems are happening

Dino Myers-Lamptey, Founder of The Barber Shop

The move has also been welcomed by marketing professionals working to accelerate change in the industry. Robinson explained, “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.”

In a time where agencies and brands are striving toward greater inclusivity, agencies like Eagle Eye will help to amplify diverse voices and diverse thinking to ensure that advertising is fit for purpose.