Australia’s advertising and marketing industry could lead the way on how to best speak to emerging demographics as it embraces its diverse and multicultural population, says GroupM APAC chief executive Ashutosh Srivastava.

Although Australia has typically been closer to the UK or US from a cultural perspective, Mr Srivastava believes that thanks to its multiculturalism, it is becoming more similar to city-states such as Singapore and Hong Kong with new and emerging audience subsets for media companies and advertisers to target.