TWO OF NORTH AMERICA’S LEADING MULTICULTURAL AGENCIES FORM CANADIAN PARTNERSHIP
BROOKLYN and TORONTO — UniWorld Group, Inc. (UWG) and Monsoon Communications, two top-tier multicultural agencies, together have expanded their reach by forming UWG Monsoon, a new multicultural agency specializing in strategies that offer brands a deep and comprehensive understanding of the numerous ethnic consumer segments in Canada – each with their own unique culture, characteristics, and consumer buying habits.
Brooklyn-based UWG is the longest-standing multicultural advertising agency in the United States, while Toronto-based Monsoon has earned a reputation as one of Canada’s most respected multicultural agencies since its founding in 2010.
“The formation of UWG Monsoon to serve the Canadian market is a first step in our international growth plans,” said UWG President & CEO Gregory Edwards, who leads UWG’s advertising and marketing services globally. “We’re proud of our accomplishments on behalf of our clients in the United States and look forward to bringing our unique unicultural perspective to Canada and the world.”
The new agency will be housed in WPP Toronto’s new campus in the city’s Waterfront Innovation Centre.
“We’re extremely proud to join with UWG and take this next step in our growth,” said Sachi Mukerji, CEO and Executive Creative Director of Monsoon. “I believe this new business partnership is a validation of our strategic vision, and we’re excited that it will allow us to share our passion for multicultural advertising with a wider client base.”
Penelope Chow, a member of Monsoon’s leadership team, will be on special assignment as UWG Monsoon’s first Managing Director, charged with leading the new agency and driving growth.
A seasoned multicultural marketer, Ms. Chow possesses a deep understanding of how “newcomers” to Canada engage with brands. During her tenure at Monsoon, she led teams in support of top advertisers in the mobile, banking, CPG, and technology sectors. Previously, she spent several years working for leading hotel brands in China.
“Canada’s population growth surged to over a million people last year, almost entirely due to immigration, and the federal government plans to welcome 500,000 new immigrants annually by 2025. These are staggering numbers, and it’s now more important than ever for advertisers to incorporate proven newcomer strategies into their overall marketing plans”, said Ms. Chow.
“This partnership creates new opportunities for our teams to flex their multicultural knowledge, insights, strategy, data and creative muscles, and we couldn’t be more thrilled,” she added.
Monsoon Communications will continue to operate as an independent multicultural advertising agency in Toronto with its own roster of clients. There will be no changes to the ownership or management team headed by Sachi Mukerji as CEO and Ramesh Nilakantan as COO.
About UniWorld Group, Inc.
Headquartered in Brooklyn, NY, UniWorld Group, Inc. (UWG) is the longest-standing, full-service multicultural advertising and marketing agency in the United States. A thought leader in creativity, inclusion, and innovation, UWG has carved its legacy in the communication space for more than fifty years by connecting brands to multicultural audiences beyond the construct of race and ethnicity. UWG is a minority-owned, woman-led strategic partner of the WPP network. For more information on UWG, visit uwginc.com.
Monsoon is a full-service agency specializing in multicultural marketing and advertising. The firm is headed by a team of senior industry professionals with strong backgrounds in mainstream and direct-response advertising, and broad experience with national and global brands. Monsoon’s success in helping brands thrive in Canada’s diverse ethnic markets is a testament to its deep knowledge and understanding of Canada’s newcomers combined with a rigorous and disciplined strategic mindset and a focus on creating effective advertising that generates meaningful ROI. To learn more about Monsoon, visit monsooncommunications.ca.
Group Director, Experiential & PR
UniWorld Group, Inc.
CEO and Executive Creative Director