TORONTO — Multicultural advertising and marketing agency AV Communications (AVC) announced today the launch of Ethnihub, a reward-based platform which generates consumer insights for marketers looking to engage with diverse Canadian audiences.
“Multicultural is mainstream,” reads the AVC press release, and marketing to multicultural audiences shouldn’t be an afterthought, the company says.
“Everything starts with the customer,” says Joycelyn David, owner and CEO of AVC, in the release. “With Ethnihub we aim to connect brands to diverse audiences and help answer their most critical marketing questions.”
Since beta launch in Q4 2019, Ethnihub has generated insights around topics such as tea preferences of South Asian buyers, aspects Filipino families look for in a financial provider, luxury brand usage of Mainland Chinese immigrants and Halal food preferences among Canadian Muslims, says the release.
On an increasing basis, the questions being asked by Canadian brands represent a massive paradigm shift towards diversity in business strategy and marketing campaigns, AVC says.
“We’ve definitely seen shift with Canadian brands wanting to engage with multicultural and diverse audiences,” added David. “Knowledge is power. But not if it takes months to analyze and then act on. Helping our clients with speed-to-insight was a critical piece of our development and design.”
“Multicultural marketing should be top of mind for all brands in today’s market. If you’re not talking to multicultural audiences — immigrants and second-generation Canadians — you’re missing out new segments of growth,” she said.
