IMMEDIATE RELEASE: 25 FEBRUARY 2004
FIRST ASIAN FELLOW FOR
THE INSTITUTE OF DIRECT MARKETING
Mrs Lopa Patel, Managing Director of DMS DIRECT Ltd and Editor of
award-winning Asian Lifestyle portal Redhotcurry.com, has become
quite possibly the first British Asian Fellow of the Institute of
Direct Marketing (IDM).
who has been a member since 1994, attained the Diploma in Direct
Marketing in the same year. She said on her election "Lifetime
learning and training are my mantra and I hope to work with the
Institute in opening up a career in direct marketing to many young
British Asians." She stated "that the visibility of Ethnic
Minorities in the decision and policy-making process of Britain's
Institutes and Associations is an important step in helping open
up the Corporate Sector".
IDM was founded in 1994 and is now Europe's largest education and
training body devoted to direct and interactive marketing services
- a sector worth some £2 billion* per annum to Britain's economy.
who is of Indian descent but comes from East Africa, explained,
"like most young Asians at the time, I chose to study a science
degree to please my parents. Although my first job was with a company
that manufactured chemicals, I sought a role in marketing from the
believes that young Asian women in particularly should forge a career
in direct and interactive marketing, as unlike more established
industries, there are fewer barriers to reaching the top. "Even
in downturn, this sector is always on the lookout for good direct
marketers. The IDM can help you learn and hone your skills very
quickly so it is easier to stand out. There is greater scope for
applying your innovation and creativity skills and I think clients
and agencies will give you greater responsibility far more quickly
than in other industries. ".
issue of ethnic minorities in Advertising and Marketing has come
to the fore in recent months. In September 2003, The Institute of
Practitioners (IPA) launched an online guide to ethnic diversity
in the UK. Its report highlighted the glaring shortcomings of the
British Advertising industry in which ethnic minorities make up
only 4% of the workforce, more than two thirds of whom are in IT
and Finance support disciplines. London, the hub of the British
Advertising industry, is further under-served with ethnic minorities
representing 31% of the population in the Capital.
second business venture, Redhotcurry.com, has built from scratch
an online portal that supports the South Asian community in the
UK. Launched in November 2001, the site has achieved great popularity
among the UK Asian community and with non-Asians alike. "I
was only able to start Redhotcurry.com because of the skills I had
acquired from direct marketing; from the IDM Diploma, training courses
and member events I have attended over the years", said Lopa.
career in direct or interactive marketing can be hugely rewarding.
For young Asians, the industry offers the double opportunity of
career progression and entrepreneurship - the industry thrives on
many SME's and self-employed or freelance workers. It has also become
a more "respectable profession" in the minds of older
Asians, being ranked alongside banking and computing!" Lopa
added, "When I first started in marketing, my mother told everyone
I was a saleswoman; when I set up DMS DIRECT she told everyone I
ran a print shop, but now she tells everyone I am in Marketing.
That is an industry achievement in itself!"
Figures from the Direct Mail Information Service (http://www.dmis.co.uk).
OF LOPA PATEL
Lopa is Managing Director of DMS DIRECT Ltd - a business-to-business
database management, mailing, storage & fulfilment and response
handling company - which she founded with her husband and co-director
Amit Patel in 1991. Before this she was on ICI's fast-track graduate
training scheme gaining experience in export sales, product management
and marketing communications. She joined ICI after attaining a joint
honours degree in Biochemistry & Applied Molecular Biology from
the University of Manchester Institute of Science & Technology
(UMIST) in 1986.
professional skills lie in marketing; direct marketing, database
management, IT, and e-commerce. Apart from now being a Fellow of
the Institute of Direct Marketing (IDM), she is also a member of
the Chartered Institute of Marketing (CIM), the Institute of Directors
(IOD) and The Marketing Society. She has attained a Diploma in Marketing
(1991), a Diploma in Direct Marketing (1994) and is one of the few
Chartered Marketers in the UK (1998).
high-resolution photograph is available to go with this story from
the link below:
Redhotcurry.com is a celebration of Asian life in the UK with an
informative collection of in-depth articles on race, culture, entertainment,
religion, food, curry, ethnic fashion and beauty, all written with
a South Asian perspective. The site covers news, views, money, business,
entertainment, food and drink, health, style, sports and travel
with interactive discussion groups, on-line chat, web based email
and a comprehensive searchable UK South Asian restaurant directory.
further details contact:
Immediate Future Ltd
01932 706 810
here for a Word version of this press release.