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Another Ramadan has just begun and for Muslims in Western countries, this is typically the only time of year that brands speak to them—if that. Though Muslims make up a quarter of the global population, and Islam is the world’s fastest-growing religious group, they are routinely underrepresented and excluded by the advertising and marketing industry.
Recently, there have been a few exceptions and signs of slow progress. Last year, Professor Jonathan A.J. Wilson—a former advertising professional who now teaches at Regent’s University London and wrote the 2018 book Halal Branding—appeared in a campaign for LinkedIn.
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