Ethnicity is Canada’s leading authority in marketing and communications to a multicultural world. Our mission is to help shape and develop culturally-driven strategies and ideas for visionary brands that want to win a disproportionate share of the consumer market.
We’re not a traditional multicultural marketing agency, we’re a business solutions company. We create business ideas that drive sales, impacts culture and engages multicultural consumers. Our clients get strategically driven marketing solutions specific to their business goals, rather than advertising campaigns. We address our clients’ problems as business issues.
In a short three years we have a proven track record having developed innovative and creative multicultural solutions across traditional and non-traditional channels that drive results for our clients.
We are thought leaders asked to deliver seminars on multicultural trends, demographics and challenges to organizations like the Association of Canadian Advertisers, Canadian Marketing Association, American Marketing Association, Schulich School of Business, Food and Consumer Products of Canada, Sponsorship Marketing Council Canada and others.
We are: Strategically focused. Creatively inspired. Results driven.
The way companies presently market to Canada’s multicultural consumers must change and Ethnicity’s new model is set to lead that change.
Traditional multicultural marketing has become less and less effective. Translations, adaptations and cliché imagery no longer work like they use to ten years ago.
Ethnicity is not your traditional multicultural marketing agency. We’ve moved from traditional multicultural marketing to a new approach. We specialize in communications to a multicultural world.
That’s because today’s ethnic consumers are ambicultural. They live their lives through a combination of the two cultures they inhabit, switching back and forth seamlessly between their ‘ethnic’ self and their “Canadian” self.
Ethnicity is a creatively driven, business solutions company that drives sales, impacts culture and engages multicultural consumers. Our clients get strategically driven multicultural marketing solutions specific to their business goals, rather than advertising campaigns. We address our clients’ problems as business issues. We create business ideas, not advertising ideas.
The way companies presently market to Canada’s multicultural consumers must change and Ethnicity’s new model is set to lead that change. Traditional multicultural marketing has be-come less and less effective. Translations, adaptations and cliché imagery no longer work like they use to ten years ago. So we founded Ethnicity as a reaction to that.
Immigration is an unstoppable trend – growing by 300,000 new immigrants every year. Multi-cultural consumers make up more than 20% of the population – that’s the size of Quebec.
But it’s not just about the numbers. It’s about their purchasing power. Chinese and South Asian Canadians alone spend more than $100 billion on consumer goods.
This lucrative market is where your future customers are.
“Given the size and potential of these groups, companies searching for growth and increased mar-ket share, can no longer afford to ignore Canada’s growing ethnic population.” —Nielsen / Focus on Canada
We’re solutions agnostic. We believe that it doesn’t matter where, how or in what medium an idea is expressed, you still have to start with a good one. Sometimes we may advise you not to run ads at all. You may need a more integrated approach—building relationships through grassroots, events, PR, promotions, social media outreach or community partnerships.
Ethnicity has evolved systems that force us to take a fresh look at every challenge; to wring the very last drop of information out of the product and the market; to uncover relevant cultural insights and to create bold strategies that lead to ideas with the power to accelerate revenue growth for our clients. We fuze strategy, idea generation and ROI benchmarks into every communications project. We develop multicultural solutions that outperform the competition rather than out-spend them.
We believe creativity is a business advantage. Nothing is more efficient than creative communications. It’s more memorable, longer lasting, works with less media spend, and builds a fan community, faster. Creativity keeps our clients happy, wealthy and famous.
Our approach as a true business partner promotes stronger client convictions, longer-term revenues, and lasting agency-client relationships.