Lou PetroloPrincipal Consultant – CALD Communications

Lou PetroloPrincipal Consultant – CALD Communications

Our Key People

Lou Petrolo

Principal Consultant – CALD Communications

Lou has an extensive background in multicultural communications, developed over 15 years of working in this specialist field across both public and private sectors.

He was Director of independent cross-cultural communications agency LOUD Multicultural for seven years, working across a variety of clients and categories including technology, health, sport, Government and financial services.

In 2010 he was appointed Chairman of the Communication Council of Australia’s Multicultural Forum. In this capacity, he was a passionate spokesperson for the benefits of engaging CALD audiences effectively to both Government and commercial organisations. Lou joined Etcom from SBS where he worked from 2013 promoting SBS Radio’s diverse language content to stakeholders and audiences nationally with a strong focus on community engagement.

He has been Managing Partner of Etcom, Australia’s longest serving multicultural communications agency since 2016, working extensively with clients and agencies within the WPP AUNZ group and beyond. He maintains that brands that are brave and commit to engaging in this unique space have a competitive advantage and will activate new markets. And he loves helping them realise the opportunity.