How can understanding cultural identities help you to intuitively connect more deeply with your audiences? In this episode, special guest Aaron GlenWilliams, Chief of Staff at the Ontario Lottery and Gaming Corporation (OLG), answers this question, sharing insights from his remarkable career to date. This is a masterclass on how to speak to audiences in a more personal, targeted, and authentic way!

Aaron walks us through how understanding the nuances of cultural identities has enabled OLG to produce some wildly successful, award-winning campaigns that have instinctively engaged and built loyalty with Ontario's many multicultural communities.

He also shares how he and his team harness the power of data to mine for cultural insights. Take a tour behind the scenes with Aaron on some of his most memorable projects, from OLG, the Pan-American Games, Pride Toronto, and one initiative he is most proud of - opening the Nia Centre for the Arts (Canada's first arts centre dedicated exclusively to supporting and profiling Black talent).

Through it all, learn how understanding the unique behaviours of certain cultural groups can be key to taking your marketing impact to new heights.

Biographies

Guest: Aaron GlynWilliams helps governments and industries deliver positive outcomes for communities and strengthens public trust, especially through periods of transformation. He has led teams at the Pan-American Games, Pride Toronto, the Toronto Pearson International Airport, and Elections Ontario, to name a few. Aaron currently serves as the Chief of Staff at the Ontario Lottery and Gaming Corporation (OLG). He is also an experienced non-profit Board Director, supporting diverse communities.

Host: Sharifa Khan is the visionary founder of Canada’s multicultural marketing discipline. She is ­­also the founder and CEO of Balmoral Multicultural Marketing. Her firm, which is celebrating its 35th anniversary this year, continues to innovate at the top of its field. In 2021, Sharifa received the industry’s highest honour, as an inductee in the prestigious Canadian Marketing Hall of Legends.

Subscribe now and never miss an episode, featuring top industry experts and thought leaders on their multicultural marketing journeys (and don’t forget to rate and review this podcast).

Social Media: (Follow: #Balmoral and #MulticulturalMarketingPodcast)

LinkedIn:

Sharifa Khan: https://www.linkedin.com/in/sharifa-khan/

Balmoral Multicultural Marketing: https://www.linkedin.com/company/balmoral-multicultural-marketing/

IG:

@sharifa7147
@balmoralmulticultural
@kekadasgupta

Resources:
www.balmoralmkt.com | 416.364.0046 | inquiries@balmoralmkt.com


Credits and Acknowledgements:

· Keka DasGupta – executive producer

· Daniel Ho, ReMarketing Company Inc. - video and editing services

· Rima Maamari - podcast advisory services

How can understanding cultural nuances impact your international business success? Tune into this episode to find out!

Join Sharifa as she sits down with Alan Middleton, a celebrated Canadian author and marketing veteran, and former President and CEO of J. Walter Thompson in Japan. In this episode, Alan shares his invaluable insights into multicultural marketing, especially from his time in Japan. He emphasizes the significance of listening, and recognizing a collectivist work culture that prioritizes team cohesion over individual acclaim.

Through his personal experiences in international business, Alan highlights how to build rapport at all organizational levels, and why reverse mentoring is a critical tool to foster deeper understanding between generations and among immigrant employees.

Biographies

Guest: Alan C. Middleton, PhD is a renown author, speaker, consultant, and Marketing Hall of Legends inductee. He is the former executive director and distinguished adjunct professor of Marketing at the Schulich Executive Education Centre. He also served as past president and CEO of JWT Japan, and is a former board director of JWT Worldwide.

Host: Sharifa Khan is the visionary founder of Canada’s multicultural marketing discipline. She is ­­the founder and CEO of Balmoral Multicultural Marketing, the country’s largest agency of its kind, whose groundbreaking work continues to shape the marketplace today. Sharifa is also an inductee of the prestigious Canadian Marketing Hall of Legends.

Books by Alan Middleton:
Marketing Matters for Small & Medium Enterprise: Now More Than Ever!
Reputation Matters: Why Branding & PR is Not Enough
Mentorship Matters: Now More Than Ever!

Subscribe now and never miss an episode, featuring top industry experts and thought leaders on their multicultural marketing journeys (and don’t forget to rate and review this podcast).

Social Media: (Follow: #Balmoral and #MulticulturalMarketingPodcast)

LinkedIn:

Sharifa Khan: https://www.linkedin.com/in/sharifa-khan/

Balmoral Multicultural Marketing: https://www.linkedin.com/company/balmoral-multicultural-marketing/

IG:

@sharifa7147
@kekadasgupta

Resources:
www.balmoralmkt.com | 416.364.0046 | inquiries@balmoralmkt.com


Credits and Acknowledgements:

· Keka DasGupta – executive producer

· Daniel Ho, ReMarketing Company Inc. - video and editing services

· Rima Maamari - podcast advisory services

Summary

Explore the vibrant fabric of multicultural marketing with the visionary Sharifa Khan, founder and CEO of Balmoral Multicultural Marketing. Together with guest host, Keka DasGupta, we traverse Sharifa's pioneering journey, from her arrival in Canada to her transformative influence on an industry that now thrives on today's diverse cultural landscape.

Sharifa's story is not just one of entrepreneurial spirit, but a testament to the economic and cultural power that immigrants bring to the table. Though navigating the subtleties of diverse ethnic communities isn't without its challenges, this episode is a masterclass in turning potential obstacles into opportunities. Sharifa sheds light on how brands can engage with cultural values to craft messages that resonate deeply, and how to transform taboo topics into conversations that inspire and drive growth. Listeners will gain insight into the crucial role respect and authentic communication play in forging lasting relationships with multicultural communities. Moreover, Sharifa's personal experiences breaking through corporate glass ceilings serve as a powerful example for businesses aiming to embrace genuine inclusivity.

Our discussion underscores the critical need for inclusivity at the highest corporate levels and the undeniable impact of culturally-tailored marketing campaigns. Sharifa offers actionable advice for those embarking on their own multicultural marketing journeys, focusing on the importance of presence, respect, and a commitment to fostering long-term community relationships.


Biographies

Guest host: Keka DasGupta is a 50x award-winning marketing/PR practitioner and international keynote speaker. She has been serving Balmoral as a communications and diversity, equity, and inclusion (DEI) strategist for more than 16 years.

Special interviewee and host of The Multicultural Marketing Podcast: Sharifa Khan is the visionary founder of Canada’s multicultural marketing discipline. She is ­­the founder and CEO of Balmoral Multicultural Marketing, the country’s largest agency of its kind, whose groundbreaking work continues to shape the marketplace today. In 2021, Sharifa received the industry’s highest honour, as an inductee of the prestigious Canadian Marketing Hall of Legends.

Subscribe now and never miss an episode, featuring top industry experts and thought leaders on their multicultural marketing journeys (and don’t forget to rate and review this podcast).

Social Media: (Follow: #Balmoral and #MulticulturalMarketingPodcast)

LinkedIn:

Sharifa Khan: https://www.linkedin.com/in/sharifa-khan/

Balmoral Multicultural Marketing: https://www.linkedin.com/company/balmoral-multicultural-marketing/

IG:

@sharifa7147
@kekadasgupta

Resources:
www.balmoralmkt.com | 416.364.0046 | inquiries@balmoralmkt.com


Credits and Acknowledgements:

· Keka DasGupta – executive producer

· Daniel Ho, ReMarketing Company Inc. - video and editing services

· Rima Maamari - podcast advisory services