Many brands are running multicultural campaigns. Most of them don’t hold up.

Stradigi was built for the work that has to.

CulturalFluency™ is the system that gets it there.

The New Market Reality

Most brand and marketing leaders aren’t sure their plan is complete. Multicultural keeps landing on every planning agenda. The pressure to address it is everywhere. The blueprint for actually doing it is harder to find.

For some brands, multicultural is still a future-quarter conversation. The plan covers the general market, the brand is established, the category grows slowly. Meanwhile, the cities they sell into have already shifted. Multicultural consumers are the incremental volume in auto, financial services, telecom, CPG. The general-market plan wasn’t built for the household actually doing the buying.

For other brands, multicultural is already in the budget. A vendor is in place, work ships on time, reports look fine. What’s harder to see is what’s missing. The strategy is translation-deep, not insight-deep. The plan reaches two communities and goes quiet in four. The category leader isn’t outspending. They’re outthinking.

Both paths lead to the same place. A subset of brands is building real multicultural strategy and compounding. Most are waiting for proof that won’t arrive in a deck. They’ll see it in someone else’s quarterly results.

What’s missing isn’t conviction. It’s a credible way in.

North American brands are leaving growth on the table because they don't know what they don't know about the cultural markets driving that growth. That blindness isn't a diversity problem. It's a strategy problem. And it compounds every quarter it goes unaddressed.

Through CulturalFluency™, we make brands understood, relevant, and loved across cultures, delivering commercial growth.

The Lens We Bring

Multicultural marketing isn’t a creative problem to solve. It’s a commercial system to build.

The reason most multicultural work doesn’t hold up is that it was never built to. It was built to launch.

That’s the failure mode at both ends of the market. The brands without a program see agencies promising results without showing the system underneath. The brands with one in place see work that ships, looks credible, and underperforms quietly because the same gap is baked in.

Translation-deep, not insight-deep. A plan strong in two communities, quiet in four. Reports that measure activity, not commercial impact.

CulturalFluency™ is the system that closes both gaps. Cultural evidence first, then positioning, then creative, then the proof that ties cultural connection to commercial performance.

The brief comes from the insight. The creative earns the brief. The media plan respects how each community actually consumes. Measurement is scoped before launch, not bolted on after.

CulturalFluency™ exists because backfilled insight isn’t insight. It’s rationalization dressed up.

Our CulturalFluency™ System

Four stages. One discipline: cultural evidence drives the work, not the other way around.

Decode

Three independent sources triangulated into one insight. Academic frameworks, behavioural analysis, current market data. No insight ships unless all three sources support it. No backfilling.

Design

The brief is written from the insight, not the other way around. Strategy and creative platform follow from cultural evidence and from the commercial outcome the work is built to deliver. Concepts that survive this stage are the ones the evidence actually points to.

Deliver

Culturally-relevant creative and multicultural media built per community, not adapted across them. Six cultural groups in Canada (Chinese, South Asian, Filipino, Hispanic, Arabic, Persian), in-culture and in-language as the audience requires.

Demonstrate

Commercial performance, measured and attributed to the cultural work. The measurement framework is scoped with the engagement, not added when the campaign ends. The next plan is built from what this one proved.

One discipline runs across the four stages. Every claim is run through an independent stress test designed to break it. Findings that can’t withstand scrutiny are revised or removed. Not softened. Not qualified. Revised or removed.

Where We Create Impact

Six capabilities. One operating system.

Multicultural brand & growth strategy.

Where multicultural growth lives in your category, and the positioning required to capture it per community.

Audience segmentation & cultural insight.

Cultural segmentation grounded in lived experience, surfacing the tensions and behavioural drivers that demographic data alone cannot.

Creative platforms, campaigns & storytelling.

Creative built from cultural insight, not translated into it. Platforms and campaigns that perform per community, not adapted across them.

Digital, social & influencer ecosystems.

Digital and social activation built around how communities actually use platforms. Influencer partnerships chosen for cultural credibility first, reach second.

Measurement, reporting & capability building.

Measurement frameworks scoped before launch, attributing commercial outcomes to the cultural work. Internal capability built into the engagement so the practice survives the project.

AI, MarTech & analytics innovation.

AI, MarTech, and analytics applied to cultural strategy. Audience intelligence sourced from cultural signals, performance optimization tied to cultural attribution.

Meet the Founder

Andrew Srinarayan, MBA

Andrew’s lens on multicultural marketing was formed before he chose it as a career. A mixed-ethnicity heritage (Indian and Chinese-Malaysian) and a working life across three continents shaped his understanding of how culture, identity, and migration drive consumer behaviour. That understanding is the lens Stradigi was built around.

His track record made the lens commercial. With an MBA in international marketing and a decade-plus leading multicultural marketing in Canada, Andrew helped shift the category through the award-winning WelcomePack Canada program, working with brands across CPG, financial services, automotive, telecom, and education to capture growth most general-market plans were missing. The work earned recognition. More importantly, it produced a method.

That method is now CulturalFluency™. Stradigi exists to apply it for brands serious about commercial growth in multicultural Canada.

Andrew leads a senior team built around the methodology: a Chief Creative Officer with 20+ years in brand and communications, a Media Director with 15+ years in Canadian multicultural media, a Group Account & Strategy Director with 15+ years in account leadership, and a specialized ad operations team running paid media, optimization, and analytics. Behind them, in-language and in-culture consultants across the six communities Stradigi serves. Andrew is the principal accountable for every engagement. The team is what holds the standard.

Multicultural work that looks good isn’t the same as multicultural work that holds up. Most brands discover that after the budget is spent.

Insights that Challenge Assumptions.

Where our thinking lives. Built for CMOs, not for feeds.

Marketing Awards winner in multicultural strategy, creative, and media.

Growth built on evidence, not assumption. That’s CulturalFluency™.