For over 45 years, Etcom has stood as Australia's definitive leader in multicultural engagement. Our journey began with a profound belief in the power of authentic cultural connection, a philosophy that has guided us to become the nation's most experienced and trusted partner for government and leading brands. We transform complex multicultural challenges into clear pathways for success, driven by a unique blend of strategic insights and genuine cultural understanding.
Our 45-year legacy is more than just a number; it's a testament to our deep-rooted expertise, enduring trust, and consistent ability to deliver impactful results. This unparalleled experience ensures we bring proven methodologies and invaluable foresight to every project.
At our core, we believe true engagement transcends mere translation. We interpret, adapt, and strategise with precision, ensuring your message resonates profoundly within diverse communities. Our approach is always culturally sensitive, strategically effective, and genuinely impactful.
Our greatest asset is our team and expansive network, which truly reflect the rich diversity of the audiences we serve. This deep understanding, combined with our collaborative approach, allows us to navigate the nuances of Australia's multicultural landscape and foster real connections.
Whether you're looking to engage a single community or connect with over30 distinct cultural groups, for projects large or small, Etcom delivers tailored, impactful solutions. Our proven track record demonstrates our capacity to meet your specific multicultural communication needs and achieve measurable outcomes.
At Etcom, our unparalleled expertise is driven by a leadership team with a shared vision for authentic cultural connection and a proven track record of delivering impactful results.
Lou Petrolo is a highly respected and influential figure in Australia's multicultural communications landscape, bringing a wealth of strategic expertise to his role as Managing Partner at Etcom. He has advised a diverse portfolio of Australian and international businesses across critical sectors including technology, telecommunications, health, sport, leisure, Government, and financial services.
A passionate advocate for effective multicultural engagement, Lou previously chaired the Communication Council of Australia’s Multicultural Forum. Today, he remains a prominent voice, regularly contributing to industry and Government sessions, sharing invaluable insights on market trends and best practice CALD communications. His pioneering work throughout his career has consistently earned industry recognition, including multiple Effies and National Multicultural Marketing Awards.
Since joining Etcom in 2016, Lou has been instrumental in guiding the agency's strategic direction and overseeing the delivery of some of the market's most significant CALD communications campaigns. He firmly believes that brave, smart, and innovative brands and organisations gain a significant competitive advantage and unlock substantial growth opportunities in this evolving space, and he is deeply committed to helping Etcom's clients realise this immense potential.
Melissa Chaw is a driving force behind Etcom's evolution intoAustralia's leading multicultural communications agency, leveraging over 24 years of industry experience and 18 years of dedicated leadership at the helm. Her guidance has solidified Etcom's position as a valuable part of the prestigious WPP network.
With a profound, hands-on understanding of Australia's diverse multicultural communities, Melissa personally crafts authentic and culturally attuned strategies that enable Etcom's clients to meet the evolving needs of our diverse nation. Working in close partnership with Lou, she leverages her extensive experience and daily insights to lead her team of specialist experts in implementing engaging, highly effective campaigns.
An Effie Award-winning strategist, Melissa has developed impactful campaigns for Australia's biggest brands, including Woolworths, Westpac, Remitly, The Star, and Qantas. Her expertise extends to critical collaborations with Federal and State Governments on major initiatives, such as the landmark award-winning NSW Government 'Speak Out' domestic violence campaign.
Beyond her professional achievements, Melissa brings a unique and authentic perspective to Etcom's mission. As a second-generation Chinese Australian and a working mother of three young children, she profoundly understands that embracing and celebrating cultural identity across generations is key to fostering social cohesion and shaping the dynamic future of multicultural Australia. Her passion lies in empowering individuals to maintain their roots and thrive without pressure to assimilate.