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MultiConnexions launches MCX Talent at Melbourne Lunar New Year ‘Roostail’ event

 MultiConnexions launches MCX Talent at Melbourne Lunar New Year ‘Roostail’ event

Melbourne, Australia – – MultiConnexions, Australia’s largest independent multicultural marketing agency, has launched MCX Talent, the company’s new cultural talent arm on the sidelines of the company’s ‘Roostail’ Lunar New Year Asian insights evening held at Melbourne’s Chinese Museum. Sheba Nandkeolyar, CEO, MultiConnexions announced the launch of MCX Talent, which will help marketers and agencies fill the gap existing in the market for culturally diverse talent.

Multicultural audiences make up 27 per cent of Australia, according to ABS Data, and a new audience arrives in Australia every minute. These new audiences are the fastest growing market segments in Australia, controlling close to $100 billion of all household expenditure.

Nandkeolyar said, “Multiculturalism is the unstoppable global trend Australia is leading. The cultural landscape of Australia is changing, and some new audiences are a must-have for marketers in the marketing mix – Indian, and Chinese audiences, among others.”

The MultConnexions team at the MCX Talent launch/ Lunar New Year insights event (from left to right) Sanchay Mohan – Account Director & Head of Operations, Katrina Hall – PR Manager, Kaiyu Li – Director of Strategy & Insights, Sheba Nandkeolyar – CEO, Georgina Lionatos – Director of Client Services, Diksha Lepcha – Senior Designer, Marija Kovacevic – Media Director

MultiConnexions Director of Strategy and Insights, Kaiyu Li, highlighted how cultural insights can connect brands more meaningfully with these new audiences. He also discussed the enormous potential for brands in tapping into the feelings of fondness and nostalgia that many new audiences and multicultural Australians have for their country of origin.

MCX Talent, part of MultiConnexions Group, will help brands, organisations and events showcase Australia’s cultural diversity in a more authentic way. The new arm will be headed by Georgina Lionatos, Director of Client Services at MultiConnexions.

Gale Schupac (L) and Jenifer Parker from Medibank.

Lionatos said, “The face of Australia is changing and marketers need to avoid tokenistic use of talent but rather focus on being authentic and using talent that will resonate with the audiences being portrayed.”

The MCX Talent cast of talent reflects Australia’s cultural diversity, and includes talent for stills and photography; talent for video, television commercials and films; voice over talent in a range of languages; promotional staff fluent in languages other than English; cultural performers for events; event MCs and hosts; and community ambassadors to represent brands or organisations among other talent.

The Roostail evening gave guests a sample of MCX Talent with an authentic Chinese experience wherein they enjoyed listening to the Chao Feng Orchestra, had their fortune told by a Chinese Feng Shui fortune teller, and tried their hand at mah-jong, led by two masters.

About MCX Talent
From models for advertising campaigns, to in-language voice over talent, cultural entertainers for your next event and promotional staff who speak another language, the MultiConnexions – MCX Talent team of cultural experts can recommend and place the best talent to suit your needs.

For further information about MCX Talent, please visit:

About MultiConnexions
MultiConnexions (MCX) is a full service, award-winning agency specialising in multicultural/ new audience/ Diaspora marketing, advertising and communications. Services include providing strategy, research, media planning and buying, advertising, public relations, and digital and social media solutions for ROI driven campaigns. Our strategies give you the marketing edge to stay ahead of the game.

For further information about MultiConnexions, please visit:

For further information, or to schedule an interview, please contact:

Katrina Hall, PR Manager at MultiConnexions
Ph: 02 8705 5600 | E:

Media Release

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