The Intelligent Multicultural Marketing Agency

IDENTITY WINS 2016 AMMAS FOR INCLUSIVE LAMB CAMPAIGN

A campaign calling on Australians to come together over lamb was awarded two AMMAs, winning the Communications category as well as scoring the People’s Choice. The Meat and Livestock (MLA) campaign was the collaborative effort between UM, The Monkeys, One Green Bean and IDENTITY, the intelligent multicultural agency.

The AMMAs (Australian Multicultural Marketing Awards) is a national award that recognises best practice in multicultural marketing.

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IDENTITY scores two awards at the 2016 AMMAS – Mumbrella media coverage

Meat & Livestock Australia’s diversity work wins at Multicultural Marketing Awards By Simon Canning, Mumbrella, 7 December 2016 Meat and Livestock Australia’s (MLA) controversial spring lamb ad which called on Australians to come together over lamb has won the...
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Sydney Water appoints Identity Communications to help it connect with multicultural audiences

Campaign Brief, 8 March 2017 Sydney Water has appointed Identity Communications to its panel of creative, design and multicultural agencies after a competitive tender. The appointment is effective immediately. Sydney Water is Australia's largest water and wastewater...
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Top 10 Countries of Birth in Australia, 2016

The main Australian Census data is scheduled to be released on 27 June. We couldn't wait that long. Here's our prediction... This month the Australian Bureau of Statistics (ABS) released a teaser to last year's Census - the 'typical' Australian at a national and...
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Reducing this one factor of voting could lead to a different Prime Minister

Informal votes should not be a third force in Australian politics - but they could change the result of the election on July 2. The last federal election in 2013 should have been the most engaged in Australian history - with a cast of Game of Thrones proportions. Full...
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Traditional Chinese vs Simplified Chinese – what’s the difference?

This is one of the most common questions that clients ask us at IDENTITY Communications. We've put together a quick guide. China is already a major driver of world economic growth. Domestically, it's important too. Around 650,000 people in Australia speak a Chinese...
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Multicultural Festivals – how to engage more effectively

A bit of common sense and some strategy will go a long way... Multicultural marketers will have been here before. Their agencies recommend activations at cultural festivals to engage with potential customers. The most common cultural festivals recommended by...
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Racism: How should we be calling it out, Radio 2SER

Should we be calling out racism? Thanks to social media these days, anyone with an opinion has a space to express it. No topic is too taboo, and there's nothing really there to censor what is said online. When people are talking about sensitive topics like racism,...
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Sydney’s Best Pho

We work hard and smart at IDENTITY multicultural marketing agency, but there's always time for food! IDENTITY's Thang Ngo writes about the best pho in Sydney for Sydney Morning Herald's Good Food. Sydney loves a food trend. We adore tucking into the must-eat dish,...
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Why we might be eating dumplings for Australia Day in the future

This year's Australia Day lamb ad from the folks at Meat and Livestock Australia pushed up a lot of people's blood pressure. Some were indignant that it tells us to eat lamb on Australia Day, without mentioning the words "Australia Day", while others objected to the...
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How Lunar New Year became a commercial event in the West

This article by Thang Ngo was first published on SBS World News. Major Western companies - from the big banks and supermarket chains, to department stores and luxury cosmetic brands - are splashing out on Lunar New Year campaigns. And the budgets are only going to get...
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One in three people in Sydney speak a language other than English at home.

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The top 6 languages (other than English) spoken in Sydney account for almost half of the non-English speaking population.

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Seven in 10 residents in Fairfield and Auburn local government areas speak a language other than English.

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The number of Mandarin speakers in Australia increased by 53% between the 2006 and 2011 Census.

Top 10 Multicultural LGAs in NSW

More than half of the population in these local government areas (LGAs) speak a language other than English at home. All are in metropolitan Sydney and most are located in Sydney’s West.

  • Auburn 71.6%
  • Fairfield 70.4%
  • Canterbury 64.4%
  • Strathfield 61.2%
  • Burwood 59.6%
  • Bankstown 55.2%
  • Rockdale 54.7%
  • Holroyd 51.5%
  • Parramatta 50.7%
  • Liverpool 50.3%

High concentration

One in three (35%) of Vietnamese speakers in Sydney live in just three postcodes: Cabramatta, Bankstown and Fairfield.

Q: “Are there more channels than just press and radio to reach multicultural audiences?”

A: “Definitely. We can open up more efficient and cost effective channels such as digital, social, mobile and search.”

Digital and Social

India is the world's #1 Facebook country with 195m users (May 2016, Statista)

Chinese social media

WeChat is China's most popular social media platform. One influential Sydney-based WeChat account has over 400,000 followers. Facebook is banned in China.