A conversation with Sam Salama
At GottaBe! Ethnic, we believe inclusion is essential to building trust and creating communications that truly connect. That is why we are pleased to welcome Sam Salama, Senior Insight Manager at The Metropolitan Police, to the fourth edition of our annual Everyone Doing It Together event.
Sam will be part of our first panel to discuss the current state of multicultural marketing and DEI within marketing and communications. His experience working across London’s 32 boroughs gives him a unique perspective on why inclusion is both a practical necessity and a priority.
Inclusion in Every Borough
Reflecting on his work at the Met, Sam says:
“On the face of it, the Met’s scope is narrow – it only covers London – but when you dig deeper there’s tons of variation. For instance, residents of Richmond look very different to residents in Tower Hamlets, not just in terms of ethnicity and religion but also a range of other factors like financial status and policing challenges.
So I’ve come to realise that our job is not so much communicating to London but communicating to 32 boroughs, each with their own unique history and population. We can’t do this without a big focus on inclusivity.”
Why Solid Data Matters
For organisations hesitant to invest in multicultural marketing, Sam’s advice is clear:
“I’m probably biased as a researcher, but solid data is a must-have. And I’d emphasise that data should be qualitative as well as quantitative. You can’t truly understand people without speaking to them and hearing their own thoughts – quant research is great for sizing issues, but sometimes numbers hide as much as they reveal.”
Challenging the ‘Add-On’ Myth
One of the misconceptions Sam hopes to tackle during the panel is the belief that multicultural marketing is somehow an optional extra:
“That it’s somehow an add on, or separate to the central aim of marketing, when in reality it’s at the heart of what we’re trying to do: understanding different audience needs and catering to them.”
The Power of Shared Knowledge
Sam believes events like Everyone Doing It Together can play a vital role in moving the industry forward:
“I’m a big believer in the power of shared knowledge. More often than not, someone else has worked on (and overcome) a challenge you’re facing, so hearing from other voices in the industry is a great way of solving problems.”
Join Sam Salama and other industry leaders on Thursday, 16 October 2025, at The Trampery in Shoreditch, London, for Everyone Doing It Together. Spend the morning engaged in honest conversations, fresh ideas, and practical insights about inclusion in marketing and communications.
Don’t miss your chance to be part of this important event!
Click here to register now and secure your place!