The agency says it will specialise in helping brands tap into a new Canadian segment it calls “Zero2Five” by helping clients develop knowledge and understanding of cultural nuances such as language, ethnic sensitivities and heritage.

On its website the agency explains: “Key segments addressed include South Asian, Chinese and Filipino New Canadians but our reach also touches smaller communities e.g. Hispanic, Black and Korean, as well as special segments such as international students and temporary foreign workers.”

Third Eye is owned by Canadian marketing communications group Monsoon Communications, who already run an ethnic ad agency. Monsoon says the two entities will be “in complete sync with each other”.