Toronto, ON – Balmoral Multicultural Marketing, one of Canada’s leading and longest-running national ethnic marketing agencies unveiled a new multi-coloured logo and visual re-brand today, designed to reflect a new era in this country’s increasingly diverse marketplace.
“Marketing investments into ethnic consumers, in many categories, are far out-pacing mainstream targets today,” said Sharifa Khan, president, Balmoral Multicultural Marketing. “These multicultural audiences however are increasingly social and digital and that is changing today’s ethnic marketing play.”
As a result, in tandem with its new look, Balmoral also announced a new overseas partnership with a leading digital Chinese advertising agency, called Cross Communication Group (CCG). CCG has 600 employees across five cities including: Shanghai, Beijing, Guangzhou, Chongqing and Hong Kong. Such breadth and depth gives Balmoral unprecedented access to evolving ethnic insights in real time.
“With this new partnership, Balmoral’s growing business and new investment into the digital and social media realms has afforded us to expand our offices,” said Khan.
“Recently, we also established a digital and social media division, d-lounge, with a focus on helping clients to reimagine and capture new digital and social media opportunities as well as strengthen the performance of existing digital assets and capabilities.”
The agency has recently moved into a new, larger premise in the Atrium on Bay complex in Toronto to accommodate this growth.
“Since our inception in 1989, the concept of having our pulse on the beat, and feet on the street has been our secret to success,” Khan explained. “Today however, in addition to understanding the Canadian landscape, to effectively connect with our multicultural communities here, we must have our pulse on key insights from back home – as they develop.”
With Balmoral’s new overseas partner offices, the agency can get first-hand intelligence and research into the behavior of consumers in their markets “back home” before they even make their way to Canada.
Khan adds that Balmoral’s expanded mission today is focused on the industry’s cutting edge. The agency is adding new lenses on the market with in-depth social marketing expertise and resources. Such investments will directly benefit Balmoral’s long list of high profile clients, which include: Rogers, Clorox, Ontario Lottery and Gaming Corporation, Dairy Farmers of Canada, Disney on Ice and all three levels of government.
Understanding how ethnic consumers think, what broadcast and online media they consume, their lifestyles and purchase behaviors is crucial to stay on top of the constantly evolving new consumer. Balmoral focuses on the triggers that help ethnic consumers consider certain brands over others, all from cultural insights that influence their buying decisions.
With a thorough understanding of multicultural markets in Canada and a long-standing proven track record of building business, Balmoral is forging ahead to set new milestones, so it can continue to capture new markets for its clients.