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Balmoral Multicultural Marketing rebrands

Toronto-based marketing agency Balmoral Multicultural Marketing has undertaken a rebranding initiative. The changes include a new logo and visual style intended to better reflect "a new era in this country's increasingly diverse marketplace," according to the company.

In related news, Balmoral has also formed an association with Chinese advertising agency Cross Communication Group. The firm employs a staff of 600 in Shanghai, Beijing, Guangzhou, Chongqing and Hong Kong. According to Balmoral, the agreement will provide it with information into developments in Chinese consumer behaviour before they reach Canadian consumers.

"Marketing investments into ethnic consumers, in many categories, are far out-pacing mainstream targets today," said Sharifa Khan, president of Balmoral. "These multicultural audiences however are increasingly social and digital and that is changing today's ethnic marketing play. Today, in addition to understanding the Canadian landscape, to effectively connect with our multicultural communities here we must have our pulse on key insights from back home, as they develop."

Balmoral's clients include Rogers, Clorox, the Ontario Lottery & Gaming Corporation, Dairy Farmers of Canada, Disney on Ice and a number of government departments.

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