Saad Al-Saraf

As the CEO of Mediareach Advertising, Saad has been the ultimate driving force and visionary behind the development and growth of integrated advertising and multicultural marketing in the UK. With over 35 years of experience in media, digital marketing, and content creation for brands in the UK and global markets, Saad has established Mediareach as an award-winning integrated advertising agency that delivers innovative content and media solutions in more than 30 languages for the UK and international markets. Saad is well-known in the industry for his expertise in multicultural marketing, and he has served as a council member of the IPA (Institute of Practitioners in Advertising) and chaired the IPA Ethnic Diversity Group for 6 years. He is also the founder of the world’s leading multicultural marketing blog www.thinkethnic.com, and has written and published a number of white papers and publications for the IPA, including Multicultural Britain in March 2010, 2012, and 2014. He recently published the Multicultural Communities 2023 booklet and developed media planning software and audience segmentation planning software tools to automate ethnic media planning and buying processes. Saad's interests extend beyond marketing and advertising. He enjoys reading, political debate, and financial analysis, and is passionate about the Middle East in general and Iraq in particular. As a multinational marketing consultant, affluent marketing expert, and emerging market consultant, Saad is always interested in supporting new ideas and tech innovations that help companies grow and succeed. His IT postgraduate degree and global honours are a testament to his knowledge and experience in the industry.