As part of the “United Nations of IAA” campaign, we’re pleased to introduce Sheba Nandkeolyar, IAA President – Australia Chapter and the Founder and CEO of MultiConnexions Group, a leading figure in multicultural marketing and diversity advisory in Australia. With extensive experience in global markets, she helps brands and governments connect meaningfully with Australia’s diverse audiences.
In her interview, Nandkeolyar shares why IAA’s commitment to global thought leadership and advocacy drew her to join, highlighting the impact of diversity on creativity and problem-solving. Reflecting on the IAA World Congress 2024, she emphasizes the importance of industry-wide focus on sustainability, DEI, and ESG as essential themes for the future.
IAA: What do you do?
Nandkeolyar: I am Founder and CEO of MultiConnexions Group, an iconic Australian agency reputed for multicultural marketing, advertising & diversity advisory, where I guide corporates and governments on engaging with multicultural audiences, who comprise 51% of Australians today. I advise governments and blue-chip marketers from various sectors on how to affiliate brands with diversity and fine-tune their marcom initiatives to create holistic and more inclusive marketing campaigns. My company is involved in international marketing to assist brands in expanding their global presence. I advise and assist overseas clients – many from India and Asia to help launch their products and services in Australia. Over the years, I have worked in Australia, India, China, Hong Kong, the UK, and the US, leading companies such as McCann, Ogilvy, and Interpublic Group in senior leadership and CEO roles.
IAA: Why did you join the IAA?
Nandkeolyar: I loved the fact that the IAA is the peak advocacy & thought leadership body in our marcom industry. It cuts across several disciplines of marketing and communication to present more holistic outcomes for the industry. It has a strong legacy, history, and footprint globally. Becoming an IAA member was the logical step to be able to tap into global best practices from 56 countries and leverage IAA’s global connectivity. IAA’s thought leadership initiatives and programs are second to none – providing unparalleled access to the best and brightest in our industry. My IAA membership has delivered more in terms of connections, experiences, and learnings than I could have ever imagined.
IAA: Which IAA value is closest to your heart and why?
Nandkeolyar: We believe diversity fuels creativity and innovation and is critical to the growth of societies and businesses’ is a line from our values statement that resonates with me. Innovation often comes from combining existing ideas in new ways. Diversity provides a richer pool of ideas to draw from, making it more likely to find novel combinations that lead to creative breakthroughs. Diverse teams are better equipped to tackle complex problems. They can analyze issues from multiple angles and develop creative, out-of-the-box solutions that might not emerge in a more homogeneous group
IAA: What is your favorite example of IAA serving the marketing communications community?
Nandkeolyar: Having recently attended the 45th IAA World Congress 2024 in Malaysia earlier this year, I have to say I found the caliber of the event, networking opportunities, and thought leadership to be inspiring. The theme ‘Recode’, which has sustainability, diversity, equity, inclusion, and ESG at the core of everything we do, was incredibly poignant and timely and is absolutely critical for the Marcom community to get behind.