IPG Mediabrands is launching a new business focusing on Australia’s multitude of ethnic communities.

The new business is to be called Identity and will be led by Charlie Tannous, who is currently managing director of Diverse Communications, a 10-year-old multi-cultural communications consultancy based in Western Sydney.

“We believe that brand communications targeted towards a multitude of audiences that do not speak English as a first language has been something of a blind spot in the Australian marketing industry,” said Henry Tajer, executive chairman of IPG Mediabrands Australia. “About 25% of our population is from non-English speaking backgrounds and with an audience this size, we believe most of our clients could benefit from the skills that Identity will provide, supported by the wider IPG Mediabrands group.”

Diverse Communications has led highly effective communications programs for multi-cultural audiences and worked with big clients including Crown Casino, The Australian Government’s Department of Immigration and The Australian Taxation Office, AGL, Alzheimer’s Australia & Pfizer.

With the new deal, Diverse Communications will merge with IPG Mediabrands and be renamed Identity, with Charlie Tannous continuing as managing director.

“There is a massive opportunity for marketers to better engage their brands with our diverse ethnic communities,” said Tannous. “I will be focusing Identity on bringing those opportunities to IPG Mediabrands clients and also sourcing the skill sets in the group to enhance communications delivery and efficiency.”