Thinking
Notes on a market Europe hasn’t named yet.
The 0090 blog. How the diaspora lives, buys and remembers, and what that means for the way brands plan, write, buy and measure.
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From the Turkish to the Muslim Diaspora
What carries over across Europe’s 25 million Muslims, and what has to be relearned for every community.
2 min
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Public Information That Arrives
What institutions learn when they reach the community with facts and trusted voices instead of slogans.
1 min
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Measuring What a Diaspora Campaign Actually Did
Reach, brand effects and sales in an audience that most research panels under-sample.
2 min
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Cologne, Not “Germany”: Planning Media City by City
Where the diaspora lives, which channels reach it, and how to split a budget between diaspora and general-market media.
2 min
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Beyond Ramadan: Planning for All Twelve Months
The diaspora’s real calendar, and why one season a year tells people they matter for four weeks.
2 min
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Translation Is Not Localisation
Why a dubbed ad still speaks to someone else, and how we write, cast and produce for two cultures at once.
2 min
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Why Europe Never Built a Multicultural Marketing Category
What the US did, what Europe didn’t, and what that gap costs brands every year.
2 min
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The 10 Million Europeans Your Plan Doesn’t See
How big the Turkish diaspora really is, why official statistics stop counting at the second generation, and how we arrive at our estimate.
2 min
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Turkish diaspora feels unrepresented
Views shares X At 0090, we’ve seen this firsthand. When campaigns align with how diaspora audiences actually live, something flips. 60.69% of Turkish diaspora in the EU say they don’t feel represented in commercials. Let that sink in…These are people who:Shop at the same supermarketsWatch the same adsBuy the same brandsBut when they see…
1 min
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AIDA is dead. Long live AEDA.
The classic funnel assumes attention turns into interest. For audiences used to being ignored, there is a gate in between: recognition.
2 min
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The Cultural DNA of the Turkish Diaspora: The Archetype of Home
For people who grew up between two countries, home is not a place on a map. Brands that understand this get let in.
2 min
In preparation: State of the Turkish-European Consumer, our annual report.