Balmoral Marketing partners with Chinese shop

The multicultural agency says it can now get more insights about consumers overseas, before they come to Canada.

Balmoral Multicultural Marketing has a visual rebrand, using a multi-coloured logo to reflect Canada’s diversity, as well as a new partnership with Chinese ad agency Cross Communication Group.

The Chinese shop has 600 employees across Shanghai, Beijing, Guangshou, Chongqing and Hong Kong. The partnership will allow Balmoral to gain more “first-hand” research and insights on consumer behaviour “back home” before they even make their way to Canada, according to a press release.

Balmoral is the multicultural agency of record for the Government of Ontario, OLG, Chatr Mobile, Fido and Clorox. It has also worked with the Dairy Farmers of Canada, Volvo, Ontario Pork and the Toronto District School Board, among others.

The agency, which recently moved into larger offices in Toronto to accommodate its growth, also recently created a digital and social media division called “D-lounge.”

“Marketing investments into ethnic consumers, in many categories, are far outpacing mainstream targets today,” Sharifa Khan, president at Balmoral, said in the release.  “These multicultural audiences, however, are increasingly social and digital and that is changing today’s ethnic marketing play.”

Featured image via Shutterstock