The Journey from Rich Media to Social Media

Once upon a time YouTube was home of rich media formats. Today, rich media, as we know it, has evolved and is travelling across the World Wide Web for bigger and better things. Just like a ‘selfie’, it has found its new home on social media platforms and it is here that it is screaming for attention to all who are willing to listen.

Multiculturalism in Australian Small Business

I’ve been a self-proclaimed Sydney-sider for almost nine years now. Having had a culturally diverse upbringing in four different countries, prior to making Sydney home, I can say with confidence that my new home is one of the most diverse. The very suburb I live in ranks 11th in the recent SBS interactive “how diverse is my suburb”, representing 125 different ancestries. Chinese makes up the largest chunk followed by Australian, Macedonian, Greek, Lebanese, Nepalese and Indian.

Diversity in Business – Finally in the Limelight

Acceptance of diversity is part of our society in Australia and Australians do diversity really well when it comes to opening doors to migrants from across borders and helping them build their future here. After all, close to 47% of our population were born overseas or have a parent born overseas, of which, approximately 25% of our overall Australian population are from Asian cultures. This is just a conservative estimation while we await Census 2016 figures.

The rise of India

By Diya Dasgupta

The 2004 India Shining Campaign, a controversial marketing slogan popularized by the then ruling Bharatiya Janata Party (BJP) – India’s current new government – may well be the boost India needed then to elevate its image today as a potential 21st century economic superpower.

The largest democracy in the world
India is the world’s largest democracy has a population of 1.26 billion, 814 million voters and over 400 mother tongues – 29 of which alone are spoken by 1 million people or more.

And with a new government that promises to restore India’s Industrial Revolution, the path is set to propel India to centre stage in the global economic arena.

Kung Hei Fat Choy!

On the 10th of February a new day dawns for all born under the “Year of the Water Snake” and the Lunar New Year celebration begins.

Three thousand years ago before the celebration of Christmas, the Chinese began to tell a mythical tale of an animal race to claim their places in the Chinese horoscope.

Bridging the Cultural Gap – Gangnam Style?

By Molly Rydon

Walking through a busy department store on my way to work, I find myself tuning out from the daily reminders of Australia’s role in the Asian Century, cycling endlessly in my head. Instead I focus on the music and I recognise Gangnam Style, the latest trend to hit Australia’s music scene. That’s when it hit me. This cultural gap that has continued to obstruct Australia’s relations with its Asian neighbours: could Gangnam style be the answer?

As of 27 December 2012, the Youtube video of Gangnam Style had been viewed over one billion times, making it the most viewed video to date. Its catchy tune and even catchier “giddy-up” dance moves has burgeoned an interest in Asian pop, never before seen in Australia. Bars and pubs in Melbourne once showing rock groups and other artists are now regularly booked by Korean-American rappers, Chinese indie-rockers and Mongolian hip-hoppers. But by far the greatest thing about this growing interest is that it appears to span many groups and cultures. As Caroline Sullivan notes in her review of another South Korean K-Pop group to hit the Western charts, Big Bang, K-pop is proof that music recognises no boundaries.

Marketing Christmas and the ringing registers

It’s that time of year again; December has just gone by. What is the real meaning of Christmas? Is it the gifts under the tree, the fairy lights everywhere, the cards in the mail, dinners with family and friends, and the huge marketing campaigns?

The story of Christmas began many years ago but the magic of Christmas is reborn every Christmas season. An amazing story: A king is so humble that he is born in a manger; a virgin gives birth to the son of God and with it ‘The Word became Man’.

Redefining Multiculturalism – Learning from US Census 2010

A new multiculturalism is evolving and will change the face of advertising as it has started doing so in the US, a country marked and characterised by migration and multiculturalism. Multiculturalism has always pointed a finger at the minority. In the advertising industry it is treated as something not necessarily equal to but different from the majority.

The latest release of US Census 2010 information, revealed that Asian Americans with a
population of only 15 million have a total buying power larger than the GDP of countries such as
Egypt (Population 82 million), South Africa (population 49 million) or Columbia (population 45 million).
Asians in America have the highest average income among all racial or ethnic groups including white Americans.

The very definition of being an American is going through a profound change says Tim Wise author of the book White Like Me.

US experts such as David Burgos and Ola Mobolade in their recently launched book `Marketing to a New Majority’ warn of consequences of ignoring this market. The book states that “the business implications of this new normal are enormous. To stay relevant to consumers now and in the near future, brands need to re-think the way they do business. Ethnic consumers have become an integral part of the so called general market or mainstream, and are truly reshaping it. Brands must make ethnic segments an integral part of their overall business strategies if they want to remain viable and grow”.

The good news is that the US marketers are much more aware of the significant opportunity that the varying demographic groups present and realise that they can no longer afford to neglect the combined buying power of ethnic Americans who, according to estimates, make up US$1.3 trillion of all U.S. buying (source: So, to appeal to these highly lucrative and diverse audiences, many marketers are abandoning traditional mass-marketing practices in favour of tightly-focused, multicultural marketing efforts.

Wells Fargo is one of the pioneers in Multicultural Marketing in the US. Wells has worked on product development, channel strategies and communication strategies for multicultural audiences and the rest of the US banks and other marketers are fast catching up.

The ethnic diversity in the U.S. is reflective of a global landscape. It is important for Australian marketers to fully understand cultural differences, language treatments and purchase-drivers and to integrate those variations into their everyday marketing strategies and tactics. Tapping on direct translations from a lone office member who knows the language is not enough. It needs to follow the processes and systems as one would do for the mainstream audiences. Perhaps Census 2011 will shed more light on Multicultural Australians and invite marketers to think outside the square of converting multicultural audiences to a mass of faceless data.

By Sheba Nandkeolyar

The Art of Translation: The Good, The Bad and The Ugly

Two years ago, we wrote the article “Hall of Shame: The Art of Translation” showcasing the importance for marketers and advertisers to engage experts in translation and transcreation. The key message was to avoid embarrassing social, lingual and cultural gaffes when marketing to multicultural audiences by considering all angles. It seems that times change, yet human folly is eternal. The following is our updated list of notable translated advertising and marketing materials: The Good, The Bad and The Ugly.