How MSL Canada Plans To Help Brands Connect With Multicultural Communities

What's the service?

Our Multicultural Communications offering was established to champion diverse and deserving voices. Our service is anchored in empathy and insights, an area of expertise across our Cross-Canada MSL team. Our approach leverages a proprietary blend of tools, data, social listening, and cultural sensing to inform our everyday efforts.

 
Will there be someone heading this new service? Did you hire anyone that will be dedicated to it?

We will be working with our cross-Canada MSL team to support this new service, and have established a central team who will be leading these efforts across all levels. Additionally, we have ensured diverse representation and in-language expertise within the team.

What makes the MSL 'Multicultural Communications offering' different from what other agencies offer? 

Proximity to diverse audiences is required to create strong connections with communities, and it’s essential in understanding how lived experiences can impact behaviour towards products and brands. As MSL is a part of the Publicis Groupe, we are able to leverage global data through our vast network of connections across the world. Whether connecting with our team in China or India, our global footprint also allows us to deepen our cultural intelligence and understand the context of our consumers. 

Tell us why you are excited about solving this problem. 

We want to challenge the norms when it comes to audience segmentation and find new ways forward to drive resonance and understanding across multicultural communities. As you know, Canada is an incredibly diverse country with a growing population from varied backgrounds and cultures and our aim is to bridge the gap to ensure we’re connecting with hearts and minds authentically. What’s also exciting is that organizations and brands have the opportunity to connect with new and emerging audiences they may have never engaged with before.

What about the service is different?

This service enables us to effectively communicate relevant subject matter through our unique ability to uncover themes, perceptions, barriers, and trends to best connect with impact. MSL Canada is unique in our global collaboration, exchange of ideas, and expertise to market when and where it matters most. The more we care about diversity, the more we work towards true acceptance and understanding. It was also important to launch this offering so that we’re creating space for deserving voices while also ensuring our work reflects the rich and diverse Canadian landscape.

Tell us the journey that got you here:

We can appreciate that there is no cut-and-paste model for communications, and it’s becoming increasingly more significant for brands to understand how to speak to multicultural communities. That’s where we come in. Our always-on cross-Canada team will continue developing an inclusive approach to multicultural PR so that we can continue supporting our clients. We see the importance of championing deserving voices, and our proprietary blend of tools allows us to get there by uncovering emerging conversations and trends to deliver measured and meaningful communications.  

What's next? 

We are committed to shaping the industry standard and leveraging multicultural communications with purpose. We will continue to find new ways to power our people and practice through curiosity and commitment and will continue to work closely with Publicis global offices to pinpoint emerging trends, movements, and cultural significance. We are also developing a database of diverse Canada-wide publications and creators for us to tap into so that we can ensure we’re engaging with communities where they want to be met.