OMD opened its doors to NSW Government agencies and independent multicultural media outlets to showcase its platforms, and insights to educate government clients on its role within the community.
Led by OMD Diverse, the agency’s specialised business unit dedicated to reaching Australia’s rich multicultural and diverse communities, the open day was an opportunity for OMD to support the NSW Government’s commitment to multicultural communities.
The aim of the event was to enhance the NSW Government team’s understanding of 21 media publishers across ten communities including Mandarin, Cantonese, Arabic, Vietnamese, Indian, Italian, Greek, Korean, Macedonian and Persian, with over 20 government campaign managers attending.
Isobel Scouler, director of NSW Government brand and campaigns at NSW Department of Customer Service, said: “The NSW Government has a strong and established working relationship with the many multicultural media outlets we are fortunate to have operating in NSW, and they have such a trusted and valuable role in sharing critical messages to their communities.
“This event importantly enabled many government departments to speak to multicultural publishers directly for the first time, see their varied channels and formats and hear firsthand about the impact and influence they play in their community.”
“We look forward to continue working closely with OMD and multicultural media to ensure multicultural audiences continue to be at the forefront of NSW Government campaign media planning,” Scouler added.
Penny Davy-Whyte, managing partner at OMD, added: “All clients and media partners were thankful for the opportunity to meet directly and understand how we can work better at connecting with more communities across NSW.”
The agency’s Diverse function that aims to foster collaboration and connection between brands and diverse communities, which is a growing priority for Australia’s biggest advertisers. As the number of Australians speaking a non-English language at home on the rise, OMD Diverse leads the industry in strategy, planning and engagement with these audiences, as well as helping to educate and inform its people and partners.