UM’s multicultural agency Identity expands leadership team
UM’s multicultural marketing agency, Identity Communications has appointed Kimberly Stafford to the newly created role of business director. She will co-lead the agency with strategist, Thang Ngo.
Stafford will join Identity in early July. She is charged with managing and growing the business and its team, while Ngo will focus on building Identity’s strategy, product and consultancy offering.
L-R: Thang Ngo and Kimberly Stafford
Previously at UM Australia for more than 15 years, in both group investment director and group director roles, Stafford has B2C and B2B experience across industries including finance, computer and hardware devices, entertainment, travel, food and beverage and telco.
The agency, known for its focus to engage with Australia’s multicultural population, has clients including Australian Government, NSW Government, Sydney Water, SunRice and Cancer Institute NSW on its roster.
Stafford said: “I am looking forward to bringing my media and investment expertise into the burgeoning field of multicultural marketing with clients now requiring more insights, tools and strategy specialists due to Australia’s rapidly developing diverse consumer demography.”
Ngo added that the country is at a “pivotal point” with the latest census showing that more than half of the country is born overseas.
“That’s a timely reminder for marketers to capitalise on this demography and equip their marketing with robust tools and tactics from insights, strategy, channel strategy, non-media channel strategy and translation in order to reach and engage all Australians.”
CEO of UM Australia, Anathea Ruys, said: “Over nine years ago UM had the foresight to establish Identity, now with more than 50 per cent of Australia’s population with an ethnic background, reaching this audience has never been more imperative.
“We are delighted we already had the talent within UM and Kimberly can transfer her specialist skills to engage with this important demographic.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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