Response specializes in creating in-language and in-culture advertising to reach some of the most significant multicultural audiences in Canada (South Asian and Asian, including the Chinese, Filipino, Korean and Japanese consumer audiences).
In the last 10 years we have produced an impressive creative archive including several TV, radio, print, direct mail, out-of-home and various other non-traditional media executions. We have had the opportunity to develop strong partnerships with many blue chip clients spanning a wide range of product categories (including telecom, financial services, packaged goods/food, government/government agencies, provincial utilities and non-profit organizations).
Whether a client needs us to create a single stand-alone print ad, design a fully integrated multi-media campaign, adapt a mainstream campaign/creative or create an original campaign, our recommendations are always rooted in sound communication strategy and established brand values. Sometimes there is no need to translate or adapt a mainstream creative when it will work for multicultural audiences. Other times, the mainstream concept is more likely to be misunderstood or doesn’t translate. In such cases, there is a need to come up with another concept to effectively communicate with the multicultural audience. We advise our clients which approach to take to best reach target audience.