No Fixed Address buys stake in Ethnicity Matters
Toronto-based No Fixed Address has acquired an equity stake in Ethnicity Matters, a multicultural agency also based in Toronto. According to No Fixed Address, the deal will “allow both agencies to capitalize on the growing importance of multicultural and newcomer consumers.” Ethnicity Matters provides services including marketing strategy, media planning and buying, creative development and production, as well as research through its CulturaliQ International subsidiary. It has a staff of 30 and has worked for clients including Rogers, Kruger Products, GoDaddy, Reitmans, TJX, the Toronto Ford Dealers Association, Danone and Canada Dry.
“We are committed to our role in this industry’s evolution and focusing on the consumers’ desire for representation, as well as a growing need in the marketplace for greater diversity in thinking and in creative storytelling,” said No Fixed Address CEO Serge Rancourt. “With this relationship, our agencies can work together in a complementary way to better service each others’ clients and also to create a strategic business foundation for future growth.”