24 ~ Sunday, March 3, 1991 - North Shore News Multicultural maven NEWS photo Neil Lucante NORTH VANCOUVER communications specialist Zaher Megh- ji-Ahamed is a wealth of knowledge when it comes to the issue of multiculturalism. LORNE W. TOPHAM BARRISTER & SOLICITOR WISHES TO ANNOUNCE THE NEW LOCATION OF HIS OFFICE AT SUITE 21 285 17TH ST, WEST VANCOUVER TEL: 922-9364 V7V 386 FAX: 922-9370 EFFECTIVE MARCH 1, 1991 Jane Hinko, Manager Established in 1889, Montreal Trust has grown to one of Canada’s largest trust companies, wth total assets administered exceeding $50 biltion. Its rock-solid reputation is based on the strength of its pro- ducts and quality of its service, and is reftected in its A (high) credit tating for long-term debt from the Dominion Bond Rating Service. Montreal Trust specializes in a wide range of personal financial ser- vices through a network of over 130 branches and offices across Canada. Personal financial services include Residential Mortgage Loans, Estate and Trust Administration, Porifolio Management, Investment Funds, and all traditional deposit services such as Savings and Chequing Ac- counts, Investment Certificates and Registered Retirement Savings Plans. 1586 Marine Drive, West Vancouver 926-4365 MONTREAL TRUST SINCE 1889 ZAHER Meghji-Ahamed’s eyes light up when the subject of multiculturalism is thrown at him as he sits in a coffee shop at North Vancouver’s Lonsdale Quay Market. As a member of the newly- created North Shore Multicultural Society and the president of a marketing firm that helps business and government sell to ethnic markets, Meghji-Ahamed is a wealth of multicultural informa- tion. His North Vancouver-based Megfarb Communications Inc. is one of the few companies whose primary service is to offer the business and government sectors advice on how to penetrate the in- creasing lucrative ethnic markets that are springing up in Canada. But, warns Meghji-Ahamed, businesses could bring economic chaos down upon themselves if they venture into ethnic markets without having done their homework. He offers the example of how General Motors (GM) accidently convinced some foreign customers that a GM car the auto giant was By Surj Rattan News Reporter marketing was a lemon. “Companies who have reacted to these new markets have simply taken their ads and translated them into Chinese, Punjabi or whatever, and it) doesn't work. GM developed this car called the Nova. They developed a beautiful ear for the South American mar- ket,"* says Meghji-Ahamed. “They spend something like $216 million on developing this car, it goes down there and the car doesn’t seli. Very soon they found out that the name they picked, Nova, means ‘does not go’ in Spanish.”” Meghji-Ahamed has a Jot of experience in communications and multiculturalism. He has a masters in communications from the Uni- Left Rear Standing - Jane Hinko, Manager, Trace Bingbom Seated Left - Alice Liou, Terri Olver Forefront - Tony Cheung Friendly, efficient, informed service is not a thing of the past. At Montreal Trust, we believe it's the only way to do business. We've just opened a new branch in your neighbourhood. It’s been specially designed to provide you with a plezsant, private atmosphere where you can relax and enjoy your day-to-day banking. Our friendly and knowledgeauile staff w .i] be pleased to offer you Montreal Trust's full range of financial services and specialized financial products, all at very competitive rates. Come in soon. You'll be smiling all the way home from Moniceal Trust. 1586 Marine Drive, West Vancouver Tel.: 926-4365 MONTREAL TRUST STNCE TARY versity of Oregon and a bachelor of science degree in journalism from the University of California. Meghji-Ahamed has also work- ed as a multicultur2] communica- tions advisor to te provincial government and has developed marketing campaigns aimed at ethnic markets for such corpora- tions as B.C. Hydro. He has been nominated to receive the Multicultural Society of B.C.’s Man of the Year Award. Meghji-Ahamed says it is im- portant for businesses to start realizing how lucrative and how important multicultural com- munities can be. He adds that multicultural communities now make up between 30 and 50 per cent of some urban populations. “What our company offers to other companies is expert advice on how they can best reach these markets. Our advice is invaluable to these companies. They have not dealt with these multicultural groups before, and what they need See Company page 25