In a move to emphasize the growing importance of ethnic Canadians in the telecom category, WIND Mobile today announced the appointment of Monsoon Communications as the Agency of Record for their multicultural marketing segments.

“Our goal was to find a full service cross-cultural agency that would be on par in their thinking with our mainstream AOR. Our selection process was very intense, competitive and fair. Monsoon met all the criteria”, said Radek Krasny, Head of Brand and Communication.

Sachi Mukerji, President & Executive Creative Director of Monsoon Communications said: “WIND Mobile has been the catalyst for change in the Canadian telecom industry. Not only has WIND given Canadian customers a true choice, they have also driven the big three incumbent providers to re-evaluate the way they have been treating their customers. We are delighted to be able to help WIND further challenge the status quo in the wireless category. At Monsoon, we also see ourselves as agents of change in the ethnic marketing category, so there is a DNA match with WIND. Almost seven million people in Canada speak a language other than English or French at home, in the GTA alone 1.8 million people speak an immigrant language at home, and forward thinking marketers like WIND will have more than their fair share of this growing ethnic segment.”

He added that the agency team was looking forward to working with WIND Mobile and MacLaren McCann, the mainstream AOR.

Monsoon Communications won the business on the basis of a strategically-driven integrated communications plan that dove-tailed multiple media channels, both above and below-the-line. The account is effective January 1, 2013, but planning has commenced.