Third Eye Opens to Watch 'New Canadians'

In Canada, multi-cultural marketing specialist Monsoon Communications has opened an MR agency called Third Eye, to deliver insights into the ethnic audience it defines as 'Zero2Five New Canadians'. The firm will be led by former TNS leader Gautam Nath.

Toronto-based Third Eye will delve into cultural nuances including language, ethnic sensitivities and heritage, among 'new audiences' including those with roots in South Asia, China, the Philippines and Latin America.

Nath (pictured) joins as Managing Director with more than 25 years' market research and brand marketing experience. Most recently, he was Director of Cultural Markets at the Environics Research Group, prior to which he spent thirteen years at TNS, and he held senior marketing and product management roles at Estee Lauder and SC Johnson & Son. He began his career as a Research Executive with WPP.

Nath co-chairs the Group on Multicultural Marketing at the American Marketing Association, and is the founder of the Multicultural Marketing Society of Canada.

Sachi Mukerji, President and founder of Monsoon Communications, comments: 'Gautam's leadership role in our new venture will leverage his in-depth knowledge of this important and growing segment as well as his strong market research and marketing background. He will continue to work with the Monsoon team so that the growth of the ethnic ad agency and the new market research company are in complete sync with each other.'

Web sites: www.monsooncommunications.ca and www.thirdeyemarketresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.