Multi-Buzz #24 - April 2017
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Multicultural is the new digital 

People and organisations are either aware of it, understand it, embrace it and take steps to ensure we are targeting and speaking to multicultural audiences or – quite simply - we lose out. It was this way with the rise of the digital world, and it will be true for today’s increasingly multicultural world.

This was the key takeaway I had hoped to impart during my recent speaking spot at COMMSCON, Australia’s premier event for public relations, social media and communications professionals.

And with the proportion of Australians born overseas at their highest levels since the gold rushes of the late-1880s, according to new ABS data, multicultural and diaspora marketing is an area your company can gain massive dividends if there is an appropriate strategy and plan in place.

In Mumbrella’s coverage of my spot, I had highlighted that there’s no good or bad, right or wrong with various cultures; there are just differences. I truly believe that these are the differences that add up to greatness.

Embracing multiculturalism is a theme I had touched on in my blog, We are Global 23.02.17 – the second in a blog series. Brands – especially those that are new to these audiences – need to be in conversation with new audiences, especially when they first come to Australia.

MultiConnexions recently also published a handy guide to WeChat – the app with more than one billion accounts globally, many of which are Chinese users – read more about how this astonishing app can drive your brand forward here: Making WeChat your business – is our business 04.04.17.

And with Easter coming up, we shined a light on marketing to Australia’s enormous Greek community in the Greek Orthodox-focussed Easter blog. Learn more about connecting with Greek Australians this festive season here: Eggs and Baskets 04.04.17.

In other news, MultiConnexions recently launched a trend sharing initiative for our clients -#MCXTRENDS Coffee Break. Keep an eye on your inbox for the best of multicultural news and insights. Do let us know any feedback also!

Wishing a very Happy Easter to all!

Warm Regards,

Sheba Nandkeolyar is passionate about multiculturalism, diaspora marketing and
cross-cultural dynamics of doing business in Asia. She is the Co-founder and CEO of MultiConnexions. She is a board member of the Australia-India Council, National Chair of Australia India Business Council and International Advertising Association, Australia Chapter. Sheba is also a Board Member and Trustee of the 'Follow your Dreams Foundation' which supports disadvantaged women and children in Australia, China and India.

Connect with Sheba

We are Global

Why should brands invest in speaking to the new audiences in Australia? This is a question often asked by marketers. And there can be no better answer than what I see outside Emporium Melbourne at 5:00 am this fairly chilly morning. There are more than 60 young Asians already waiting patiently in the queue to purchase the Yeezy Boost 350 V2 –new Kanye West sneakers.

By Sheba Nandkeolyar

Read more

Making WeChat your business
– is our business

In many ways, Australia has always been ahead of the game with regards to new technology uptake and adoption – a point which should be a source of great national pride. In fact, an Australian Government Department of Industry, Innovation and Science infographic on ‘Adoption of digital technologies by Australians’ beautifully highlighted such heartening facts as...

Read more

Eggs and baskets

With belief in the resurrection of Christ being so central to Christianity, Easter (falling on April 16 this year), and its lead-up, is a very meaningful time for Christians all around the world, with many attending church services even if they wouldn’t ordinarily do so. For the close to two thirds of Australia’s population identifying as Christian (according to Census, 2011) Easter also tends to bring to mind images of hot cross buns, chocolate eggs, baby animals, Easter egg hunts, and – of course – the Easter bunny.

By Katrina Hall
MCX PR Manager
A fluent Mandarin speaker and a proud Australian with Scandinavian and Irish ancestry who loves travelling 

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Our MultiConnexions office will be closed during the following NSW public holidays in April - Good Friday - Friday, 14 April, Easter Monday - Monday, 17 April and Anzac Day - Tuesday, 25 April.


Ground Floor, 256 Norton Street, Leichhardt, 2040 
t: (02) 8705 5600 | f: (02) 8705 5611

The only Gold Effie Award winning multicultural agency in Australia

Multi-BUZZ is brought to you by MultiConnexions. MultiConnexions is a 360° integrated and a Gold EFFIE award winning agency specialising in marketing and advertising communication for new, diaspora and multicultural audiences.

MultiConnexions has been a proud supporter of Red Shield Appeal of The Salvation Army for the past 12 years.

If you are interested in reaching out to these rapidly growing audiences, contact us on +61 2 8705 5600 or visit

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MultiConnexions · Ground Level, 256 Norton Street · Leichhardt, NSW 2040 · Australia

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