There is a difference between telling someone something in their language and genuinely speaking to them in it. Most advertising does the former. The best campaigns do the latter. Translation is the starting point. It makes content technically accessible. But a Vietnamese-Australian listener who hears something that sounds like it was written in English and […]
The Australian new car market broke its sales record for the third consecutive year in 2025, with over 1.24 million new vehicle registrations (VFACTS, 2025). Behind that number is a shift that most automotive brands have been slow to respond to. Multicultural communities are buying new cars at a higher rate than the general Australian […]
Every advertiser plans around the same calendar. Christmas. Easter. Mother’s Day. EOFY. The same media, the same audiences, competing for the same attention at the same time. Australia’s multicultural communities run on a different calendar entirely. And the brands that plan around it are getting results that mainstream-only advertisers simply cannot replicate. Cultural festivals are […]
We hear it from clients more often than you’d think: “the multicultural channel outperformed everything else on the plan.” Sometimes, the in-language placement quietly does more work than the primetime TV buy or the broad-reach digital campaign sitting next to it in the same report. It’s not a fluke. It’s a pattern we see, and […]
Most brands think about multicultural advertising as a media buying exercise. Book the space, translate the copy, tick the box. What they miss entirely is the other half of the equation, editorial and PR. In multicultural media, editorial and advertising are deeply intertwined. The outlet running your ad is the same outlet whose editor has spent twenty […]
Australia is one of the most linguistically diverse countries on earth. Walk down the main street of virtually any Australian capital city, and you’ll hear Mandarin, Arabic, Vietnamese, Punjabi, sometimes all within the same block. Yet the majority of advertising budgets are still being spent as though English is the only language that matters. It […]
Why community-specific media channels deliver 12x higher engagement than Meta, YouTube, and programmatic display and what that means for how you spend your multicultural media budget. I see the same thing happen time and again. A brand wants to reach a multicultural audience in Australia, so they do what feels logical: they go to Meta […]
As more brands look to engage Australia’s culturally and linguistically diverse (CALD) communities, the conversation is starting to shift from reach to responsibility. It’s no longer enough to simply include multicultural audiences in your media plan. The real question is: Is your brand showing up in a way that is culturally safe, relevant, and respectful? […]
Australia is now super-diverse: 52% of Australians have at least one parent born overseas, and almost one in three speak a language other than English at home (ABS 2021 Census). Yet only 7% of national ad spend targets these audiences in-language and in-culture (Multicultural NSW Advertising Report 2024). The brands breaking through aren’t shouting louder […]
