Lou Petrolo

Managing Partner

Lou has an extensive background in multicultural communications, developed over 17 years of working in this specialist field across both public and private sectors. He was Director of an independent cross-cultural communications agency for seven years.

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 multicultural community engagement.

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.

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. Lou has worked across an enormous range of clients and categories including technology, health, sport, Government and financial services on major national brand and integrated communications campaigns.