Hat-trick for Media Moguls: DEFRA, Fire and Rescue Services & Fire Kills


Media Moguls has won a four-way pitch to continue as the BME specialist PR & marketing agency for Defra’s Personal Food Imports (PFI) campaign following a Central Office of Information (COI) managed pitch. The agency is one of seven specialist companies on COI's Cultural Diversity Framework.

The PFI campaign aims to educate and inform nine different BME audiences (including Nigerian, Ghanaian, Chinese, Middle Eastern, Turkish, Caribbean, Pakistani, Bangladeshi and Indian) about regulations surrounding personal food imports to the UK. The legislation states that it is illegal to bring meat and dairy products into the UK from any country outside the EU, and there are also strict restrictions on other products of plant and animal origin.

Anjna Raheja, Managing Director of Media Moguls said: “It’s important to identify and understand the distinct nature of our target communities in order to deliver our messages. Our audience insight has enabled us to create bespoke campaigns that resonate with the different audiences be it the Hong Kong Chinese community or the Ghanaian community. We’re delighted to have been re-selected and will continue to raise awareness about PFI regulations in the most effective way. ”


Media Moguls Retains BME Fire Kills Campaign

Media Moguls, one of the UK’s leading specialist ethnic marketing agencies has successfully retained the BME campaign strand of the £4m Fire Kills campaign run by Communities and Local Government following a four way pitch through COI.

Anjna Raheja, Managing Director of Media Moguls says of the campaign: “Research carried out by CLG along with our own insight and experience within the communities showed that there are a lot of misconceptions within the target audiences about smoke alarms and fire safety.”

A spokesperson from Communities and Local Government adds: “We were impressed with Media Moguls’ innovative plans to further encourage action from BME communities on fire safety.”

The new activity will focus on the Bangladeshi, Pakistani, Polish and Somali Communities, and Media Moguls will now be working collaboratively with the other agencies on the campaign, including Carat and RKCR/Y&R. The activity will include a combination of TV, press and online advertising supported by community based outreach initiatives as well as developing an innovative Community Ambassadors Programme and engaging community specific celebrities.



Communities and Local Government (CLG) has appointed Media Moguls, one of the UK’s leading ethnic marketing and PR agencies, to raise awareness and change perceptions of careers in the Fire and Rescue Service (FRS) in England amongst the African, Caribbean, Asian, Chinese and Eastern European communities.

To increase the status of the FRS as a career option amongst women and minority ethnic communities in the UK, Media Moguls developed a strong marketing and media relations strategy, which will include advertising, PR, and face to face engagement with both potential recruits and their influencers, as well as providing local FRS’s with cultural insight to assist them in developing localised communications activity within their regions, and working closely with direct marketing agency, Meteorite.

A spokesperson for Communities and Local Government said: “We are keen to see a fire and rescue service that fully reflects the diversity of the communities it serves. The campaign is part of our biggest effort to date to attract even more talent to the service, helping to keep our communities safe.”