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 […]
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 […]
