Two multicultural agencies--Brooklyn-based Uniworld Group and Toronto-based Monsoon Communications—are joining forces to expand their respective footprints in Canada. 

The two shops have formed a partnership to create a third agency called UWG Monsoon that will service Canada’s growing multicultural marketplace. 

According to the agencies the new entity will help brands better understand Canada’s numerous ethnic segments. 

The partners have tapped Monsoon veteran Penelope Chow to lead UWG Monsoon as managing director. She will be on special assignment to take on the new post. She’s been with Monsoon for nearly nine years, most recently as client services director. She is tasked with developing the new agency’s client base from scratch and more broadly growing the firm.  

“Canada's population growth surged to over a million people last year, almost entirely due to immigration, and the federal government plans to welcome 500,000 new immigrants annually by 2025,” said Chow. “These are staggering numbers, and it's now more important than ever for advertisers to incorporate proven newcomer strategies into their overall marketing plans."  

UWG President & CEO Gregory Edwards said the partnership represents “is a first step in our international growth plans."  

UWG is 49% owned by WPP and the new agency will be housed in WPP Toronto's new campus in the city's Waterfront Innovation Centre. 

Monsoon Communications will continue to operate as an independent multicultural advertising agency in Toronto with its own roster of clients. There will be no changes to the ownership or management team headed by Sachi Mukerji as CEO and Ramesh Nilakantan as COO.