The agency JWT, owned by one of the world’s leading advertising group WPP, will launch a new unit this week targeting ethnic minority communities. With the unit it hopes to reach a wider audience and target products more effectively.

Sandeep Vandher, a former account director at rival Saatchi & Saatchi, will lead the unit. He proposed the idea to JWT last year. The group now aims to create advertising campaigns that are specifically designed to appeal to ethnic minorities.