We’re Australia’s longest standing multicultural communications agency for a reason.

Who we are

We’re in the business of being across culture. Our team of multicultural specialists have a deep understanding of Australia’s wonderful diverse communities, and love the work they do.

Leading the multicultural practice for over 45 years, we specialise in understanding diverse behaviour, cultural nuances, changing media consumption habits, and channel targeting within the multicultural space.

With our unique in-house production abilities and hands-on approach, we develop and deliver fully integrated communications programmes that work for our clients, and our communities.

As part of WPP AUNZ, Etcom combines cultural expertise with the latest industry tools and insights. Lucky us.

Lou Petrolo

Managing Partner

With over 19 years of experience working in the culturally and linguistically diverse communications space, Lou is one of the most respected practitioners in the field. He’s advised a wide range of Australian and international businesses across multiple industries including technology, telecommunications, health, sport, leisure, Government, and financial services.

Previously, as Chair of the Communication Council of Australia’s Multicultural Forum he was a passionate spokesperson for the benefits of engaging CALD audiences effectively. Today, he regularly contributes to industry and Government sessions about trends and insights in the Australian market and best practice CALD communications. Throughout his career, his work has been recognised through Effies and multiple National Multicultural Marketing Awards.

Lou joined Etcom in 2016 and along with his team of dedicated specialists has worked on some of the most significant CALD Communications campaigns in the market over this period. He passionately believes that brands that are brave, smart and innovative in this evolving and important space achieve a competitive advantage and activate growth markets. And he is strongly committed to helping them realise the opportunity.

Melissa Chaw

Managing Partner

With over 20 years’ experience in the industry, leading Etcom for the past 15, Melissa has helped evolve Etcom into the leading multicultural communications agency in Australia, and a valuable part of the Ogilvy and WPP network.

Melissa has a deep understanding of the multicultural communities across Australia and remains hands-on in creating authentic and culturally attuned strategies for Etcom clients to meet the changing needs of our diverse nation. Working in partnership with Lou, Melissa uses her experience and insight gained from working with multicultural communities’ day-in and day-out to lead her team of multicultural specialists to implement engaging, effective campaigns.

Melissa is an Effie’s award winning strategist and has developed campaigns for Australia’s biggest brands such as Woolworths, Westpac, St.George, The Star, and Qantas. Her experience also spans working closely with Federal and State Governments on major campaigns such as the 2021 Census campaign, and the award-winning NSW Government “Speak Out” domestic violence campaign.

Melissa is cares deeply about respect for all people from all backgrounds. As a second generation Chinese and a working mum of 3 kids under 7 years, she recognises how important it is to maintain a strong cultural identity and not feel pressure to assimilate or say goodbye to your cultural roots.

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