L-R, Gautham Seran, Vibhash Shetty, Marni Lakshman, Lorraine Liu, Sophie Li, Cyril Kirian

As industry demand for multicultural marketing solutions continues to grow,  Ethnicity Matters is investing in its creative capabilities with a number of strategic hires and an internal promotion.

Lorraine Liu joins the agency as group creative director. With a career spanning more than two decades, she most recently served as group creative director at Ogilvy Hong Kong. Liu has delivered award-winning campaigns for clients such as Virgin Atlantic, Nokia China and IKEA.

To support its growth trajectory, Ethnicity Matters has brought on Marni Lakshman to lead creative operations, a new role in the agency. She recently served on the national leadership teams at Bleublancrouge and Theo (WPP). Prior to that, she held production and delivery leadership roles at Publicis Sapient, TAXI and Ogilvy. Lakshman will support and oversee a team of 12 across creative and production, and will work closely with group CDs.

The agency has promoted Gautham Seran to creative director, copy. Seran spent more than a decade working with top agencies in India including Lowe Lintas, Grey, TBWA and Y&R.

Cyril Kirian joins the agency as ACD, copywriter with a wealth of experience crafting impactful brand narratives in senior roles at multicultural advertising agencies and a long tenure at MSL India (Publicis Groupe). Kirian has spearheaded campaigns for P&G, Kimberly-Clark, TD Bank, and Netflix.

Sophie Li, an accomplished senior copywriter, brings eight years of experience from agency and in-house creative marketing teams. She has worked on a client portfolio that includes collaborations with eBay, Pampers, Quaker Oats, Tropicana and Alibaba Travel.

Vibhash Shetty, a recent graduate of Lambton College’s postgraduate marketing program with five years of prior industry experience joins Ethnicity Matters as art director.