As Mardi Gras Approaches, MultiConnexions Launches Diversity Testing Service For MarComs Agencies

Multicultural and diversity marketing agency MultiConnexions Group has launched a new entity to provide tailored services for agencies that help them develop more inclusive communications that resonate with multicultural audiences.
The entity, Diversity & Cultural Testing, promises to help agencies better understand if a proposed campaign or communication is likely to work with diverse marketing audiences.
Sheba Nandkeolyar, CEO at MultiConnexions Group, said: “In the aftermath of recent global movements, MultiConnexions Group has witnessed a surge in the popularity and demand of our Diversity and Cultural Testing services, which is why we have launched and strengthened as a standalone entity ‘Diversity and Cultural Testing’.
“Marketers—especially those who may not have standalone multicultural and diversity marketing resources or specialist agencies—are increasingly realising the importance of inclusivity as well as the risks involved with alienating minorities with clumsy one-size-fits-all marketing communications.”
Katrina Hall, head of diversity and inclusion, PR and social media at MultiConnexions Group, has been tasked with leading the entity, which is being launched to coincide with Mardi Gras 2021—a festival celebrating diversity and inclusion.
“The financial implications of inadvertent prejudice or lack of understanding of highly nuanced diverse audiences can be astronomical, especially as Australia is among the most multicultural and diverse societies in the world,” Hall said.
“Diversity testing is an important step to ensure a campaign or creative is inclusive and respectful to all audiences.”
The service checks how an agency’s ‘mainstream’ creative—including digital, social, radio, TV, outdoor, PR and print—resonates with a particular audience segment.
This could be a sample of multicultural and diverse Australia or a specific audience or group of audiences grouped by commonalities such as language, religion, culture and more.
Answers are analysed on a scorecard summarising how the creative has fared on key attributes including images, word choice and creative direction, MultiConnexions said.
To access the service for yourself, click here.
Latest News

The Peers Project And Alibaba Group Launch Entrepreneur Podcast Series, ‘The Build Up’
There are now so many podcasts in the world that it would take the average person 98.9 years to find an interesting one.

AnalogFolk Promotes Two Senior Staff
AnalogFolk has promoted two senior staff, but not promoted enough to secure a spot in the downstairs carpark.

“Destroying The World!”: Confusion Reigns As Mr Potato Head Goes Gender Neutral
Mr Potato Head goes gender neutral. Barbie apparently happy she's no longer the most marginalised one in the toy aisle.

Impact Creates Two New Senior Roles, Expanding APAC-Wide Team
Impact, the global leader in partnership automation, today announced the creation of two senior APAC roles and the continued expansion of its APAC-wide team.

New Mercedes G-Class Campaign From Akkurat Studios Makes A “Pointe”
B&T arrived to work this morning in a chauffeured Mercedes-Benz. Well "chauffeur/government bus driver", same thing.

Kia Selects Cartelux To Spearhead Dealer Ad Technology
It's not one but four motoring articles today, dear readers. Call it coincidence as B&T really knows nothing about cars.

‘Woka-Cola’: Trump Supporters Boycott Coca-Cola Over Anti-Racism Seminar
Trump supporters are calling for a Coke ban in the US. However, it remains doubtful if that will grow their teeth back.

Dear God! Triple J Books Return Of OG Wiggles For Like A Version
It's all hot potato and big red cars in the B&T office this morning. Scottish staffer reconsiders visa application.

Thursday TV Wrap: MAFS Hands Nine The Win On A Quiet Night
Last night's TV numbers again appeared to confirm that after 15 years still nobody's watching Bondi Rescue.

Twenty-Seven Year Old Australian Margaret Zhang Appointed Editor Of Vogue China
Who doesn't love to see Aussies doing well on the world stage! Okay, maybe not Schapelle Corby or Mel Gibson.

VOZ Insights: “Television Is Now An Everywhere, Multi-Device Medium”
Only Jesus' second coming and the next Guns N Roses album officially talking longer than the arrival of VOZ.

Australian CDP Lexer Raises $33.5M In Funding
Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]

CHE Proximity Unveils Latest Work For eBay
These new eBay ads have an eerie sense of déjà vu. Worse, a not overly funny déjà vu either.

Thrive PR + Communications Makes Multiple Hires Across Sydney & Melbourne
Thrive PR has announced a string of new hires none of whom chain smokes or swigs from a Stoli bottle.

Peroni’s Zero Alcohol Beer Partners With Aston Martin, Ahead Of Its Formula One Return
Problem with zero alcohol beers is it's all the urine but without the embarrassing one-night stands of full-strength.

Pepsi Brings Messi, Pogba And Sancho To Life In Bubbly New Campaign
B&T's shamelessly namedropping in this headline. Unless you have no idea who they are, then just move to next article.

Chief Of Cherokee Nation Calls For Jeep To Retire Vehicle Name: “It’s Time”
Do you own a Jeep Cherokee? Well, watch it instantly devalue by a good 10 grand by simply reading this.

Women’s Lifestyle Media Company The Grace Tales Acquired By AllBright
Local women's lifestyle media company receives what all publishers are looking for - a large cheque in an acquisition.

Martech Myths: Why Most Organisations Waste Ninety-Five Per Cent Of Their Software Capabilities
This expert columnist is debunking martech myths. Including the one about Salesforce making you pregnant.

Net Profit Up 60% For Southern Cross Austereo On The Back Of Leaner Operating Model
Southern Cross Austereo's profits up 60%! Which certainly made interviewing Grant Blackley today a lot less awkward.

Cummins&Partners Welcomes PR Agency Romano Beck, Bringing Creative, Media and PR Under One Roof
Cummins&Partners has welcomed Romano Beck, who may sound like a swarthy Italian actor but is actually a PR agency.

CarsGuide Partners With Mitsubishi, Wavemaker To Create Virtual Road Trips
CarsGuide, Mitsubishi and Wavemaker create virtual road trips that includes virtual car sickness.

Petition To Ban Same-Sex Kiss In Cadbury Crème Egg Ad Garners 56,000 Signatures
Cadbury Crème Eggs join Durex condoms & Frankie Goes To Hollywood on list of things Christians find hard to swallow.

Future of TV Advertising Conference: Times Are Tough, But We’re All In This Together
B&T's reporting live from today's Future Of TV event. Not before mistakenly going to the dental hygienist conference.

TV Will Not Only Build Your Brand, It Will Get Your Cash Registers Ringing
There can be no denying TV's power as an advertising medium. Putting aside Holey Moley and Plate Of Origin, that is.

TikTok Continues To Fight COVID Misinformation
Current COVID misinformation includes the vaccine can make you pregnant while developing a Lionel Richie addiction.

Wednesday TV Wrap: 10’s The Cube Debuts To 567,000, Gives MAFS A Little Hickey
B&T's delivering all of last night's TV numbers, dipped in chocolate, rolled in coconut, with a tasty jam-filled centre.

As Bruce Springsteen Is Cleared Of Drunk Driving Charge, Jeep Resumes Use Of Super Bowl Ad
With the Springsteen saga dealt with, Jeep now turns its focus to Michelle Bridges as its next brand ambassador.

WPP AUNZ’s Unveils 32.6% Profit Drop For 2020, Revenues down 14.1%
WPP AUNZ's results out today made for some pretty sobering reading. That's why B&T read them with a couple of daiquiris.

Faceook Pledges $US1 Billion To Support Journalism
Facebook pledges a billion dollars to journalism. Primarily journalism that involves cats playing the harpsichord.