I have often been asked “where do you come from?” There was a time when I would start to explain my long-winded career. India….
from Marketing Magazine | May 13, 2013 MONSOON AIMS TO ‘MAKE HEALTH LAST’ FOR SOUTH ASIAN COMMUNITY The Heart & Stroke Foundation has launched…
Toronto, Canada. December 14, 2012. In a move to emphasize the growing importance of ethnic Canadians in the telecom category, WIND Mobile today announced…
Monsoon Communications has recently won the multicultural media business for Rubicon Exotic Juice Drinks to run this summer in the U.S. and Canada. The…
My colleague Aziz Memon uses the expression “the elephant in the room” when reflecting on multicultural media planning. The reference is to the unknowns…
Our vision began to form when we asked the question: "Could clients achieve this balance more effectively if they partnered with senior agency professionals – smart, talented people who thought strategically and could work seamlessly with their mainstream agency?"
Monsoon is redefining what is possible in multicultural marketing. Not through empty slogans, but by standing shoulder-to-shoulder with the client and mainstream agency – and consistently delivering an exceptional mix of experience, expertise and professionalism.
What's the urgency? Already, 20 percent of Canadians were born outside Canada, and by 2018 it will climb as high as 28 percent, according to a Statistics Canada study. Most importantly, they will be providing the bulk of future business growth in retail, financial services and other business segments.
The answer is simple: experience.
We're a team of senior strategic and creative thinkers with broad experience working at international agencies. Our collective background spans packaged goods, business-to-business, automotive, financial services, retail, airlines, travel, telecom, government and more.
Our portfolio is proof of what our experience can do for you.
His creative work with some of the best known agencies has won awards and rung cash registers in four continents. Sachi started his ad agency career in India before working in Sydney, London for 13 years and, eventually, Toronto. After holding top management positions in three successful mainstream agencies, SMW, BBDO and Grey Canada, he turned his focus to multicultural marketing with the goal of providing a more structured and strategically disciplined agency option. Sachi believes ethnic advertising produces the strongest results when it not only taps cultural insights but also aligns strategically with the mainstream brand advertising. In addition to his creative role, Sachi is the President of the agency he founded. He is responsible for building one of the strongest agency teams in ethnic marketing.
Aziz is a skilled strategist who looks at issues from all sides. Research savvy and completely media neutral, he helps clients understand their customers and forge brand connections that drive loyalty and sales. Before joining Monsoon, Aziz gained multinational agency experience in Canada at Bates and Grey, and in the Middle East at Bates PanGulf. His clients included Procter and Gamble, 3M, Campbell's, GSK/Warner Lambert, Hilton Hotels and the ROM. As part of his leadership role at Bates PanGulf, he helped grow the annual revenues from $50 million to more than $150 million and launched Healthworld PanGulf, a specialised healthcare marcom company.
Natural curiosity fuels Bill's insatiable urge to dig deep for consumer insights. And two decades of experience give him the perspective to spot the golden nuggets. Bill has led strategic planning on numerous national brands across the telecommunications, financial-services, consumer-products, business-to-business and non-profit sectors. During his years in mainstream agencies, he developed a solid track record for uncovering valuable insights among ethnic consumer groups for clients like Sprint and RBC. Bill is past chair of the Integrated Marketing Communications Council of the Canadian Marketing Association and member of the CMA Board of Directors. Bill has held senior management positions in some of Canada's leading direct marketing agencies. He is also a co-founder of the agency.
Roxanne is the founder and managing partner of Sensu Communications, which works closely with Monsoon as a strategic Chinese partner. Drawing on the disciplined skill set she developed working at Cossette and Microsoft Canada, she provides clients with rigorous planning and integrated strategies to reach, connect and engage with the Chinese segment. Roxanne also serves on the Multicultural Marketing Advisory of the American Marketing Association (Toronto Chapter) and is a member of the Women in North American Association of Asian Professionals (WIN).
Kashif's strong agency background and experience in broadcast media make him a valuable addition to the Monsoon team. Born in Pakistan, Kashif developed his media planning and buying skills at several Karachi-based multinationals, including JWT, Leo Burnett and Grey Worldwide. He later joined one of South Asia's pioneering independent broadcast companies, Geo Television Network, where he served as a senior executive in marketing. Kashif oversees all of Monsoon's media planning and buying activities. He is a skilful media negotiator to ensure that clients get full value for their media buy.
Richard has planned, designed and developed websites and other online platforms for more than 12 years. His expertise spans user interface design, content management, loyalty and referral programs, online ordering, e-commerce and email marketing. The major brands he has worked on include Kraft, Benjamin Moore, Public Mobile, RIM, LG and Scotiabank. With his deep technical proficiency and broad experience supporting national marketing programs, Richard ensures clients communicate their messages quickly and effectively in the rapidly moving online environment. Richard's contributions are integral to Monsoon's overall ability to meet its clients' online marketing challenges.
Bringing 10 years of marketing and strategic planning experience from China, Dolly is a visionary business professional with an abundance of both industry expertise and cultural insights. As a new immigrant herself, she is committed to empowering brand owners to build authentic connections with Chinese markets in Canada and China. Dolly always has great instincts and the right actionable approach to make her ideas come true. Besides her professional life, she has passion for writing. Her dream is to publish her 150,000-word novel "The Art of Office Survival". Dolly has successfully obtained her IMBA from Schulich School of Business.
As a student at the University of Western Ontario, Eugene studied computer science and thought he was on track to becoming a computer guru. But as it turned out, he was destined for a career as an advertising creative. In his role as an art director at JWT Toronto, Eugene earned industry recognition and awards for campaigns supporting large mainstream brands. He now serves as Monsoon's creative partner for the Chinese market. Eugene works closely with Sachi Mukerji on all of the agency's campaigns targeting consumers of Chinese heritage. Talented and prolific, Eugene tackles advertising challenges in focused manner that delivers outstanding results.
Disha is a recent graduate from the University of Toronto. She was born in India and has lived and studied in Canada from the age of 10. This background, along with her tutoring work in Toronto and the GTA, gives her a valuable perspective on new Canadians. Disha has been with Monsoon Communications since she graduated. She is a versatile member of the Monsoon team. She is involved with project management; she also deals with media trafficking and budget management. Additionally, Disha brings a strong grasp of social and online media to project execution. She is skilled at sourcing information. This, coupled with her background and research in the field of psychology, allows her to offer a fresh perspective on market research and analysis.
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