Saad has been the ultimate driving force and the visionary behind the development and growth of multicultural marketing and media in the UK.

Mediareach Advertising is well known and regarded in the field multicultural marketing and communications and has clear understanding of diversity issues in our society.

The CEO Saad Saraf is highly regarded in the advertising industry and is a council member of the IPA and Chair of the IPA Ethnic Diversity Group.

He has written a number of papers and the recent report for the IPA (Multicultural Britain in March 2010). Saad is of Iraqi origin and is passionate about democracy and media freedoms in the Middle East and speaks on these issues on a regular basis

Saad also participated in ministerial working groups on the UK Creative Industry and also contributed to BIS strategy report on UK professional & business services (A 2020 Vision for Growth).

Saad was awarded a shield by the Iraqi parliament in 2008 for organising an international conference that brought 300 Iraqi talents and experts from 28 countries to Iraq to help in the construction and development of Iraq.

Saad was also awarded the Jewel award in 2009 by Lloyds TSB for Entrepreneurial Excellence.