Multicultural Articles

Read articles and advertorial features from companies involved with targeting Hispanics, African Americans, Asian Americans, LGBT and people with disabilities, among other markets. Have an article to submit for consideration for posting or distributing via MMRNews? Contact lisa@multicultural.com or learn more at Submit Your News.   Subscribe

IW Group Secures Top Recognition from the Association of National Advertisers

Named the first-ever All Time Award Winner in the Asian category, IW Group also takes home the grand prize for MetLife's advertising campaign and recognition for its McDonald's work at the 2010 ANA Multicultural Excellence Awards
 
WEST HOLLYWOOD, Calif. (Nov. 12, 2010) - IW Group, a leading Asian Pacific American integrated and full-service marketing agency, announces winning the grand prize from the Association of National Advertisers (ANA). IW Group's latest campaign on behalf of MetLife for Asian-Indian consumers garners the life insurance company and agency the coveted grand prize at the 2010 ANA Multicultural Excellence Awards. Its insightful and creative work for McDonald's also earned finalist spots. Presented at a ceremony during ANA's Multicultural Marketing & Diversity Conference in Miami on Nov. 8, 2010, the awards add to IW Group's portfolio, and help place IW Group as the first-ever All Time Award Winner in the Asian category in ANA's 10-year history of multicultural efforts.

"This recognition by ANA came timely as we celebrate IW Group's 20th anniversary," says Bill Imada, Chairman and CEO of IW Group. "This award is truly a testament of all of our clients' vision and leadership, as well as the work by a team of smart and creative individuals at IW Group."

As the oldest and leading trade association for the advertising industry, ANA each year recognizes companies for their work in creating outstanding multicultural advertising campaigns. This year's winning MetLife advertising campaign demonstrates the ability to build positive emotional engagement and preference for the MetLife brand with U.S. Asian-Indian consumers. It also helps to distinguish the company from MetLife's key competitors. The winning creatives, "Standing Ovation" and "Play Date," focus on Asian-Indian children growing up in the U.S. adopting Indian traditions. The key message emphasizes that while parents feel elated by their children embracing these traditional values, they should also ensure that they pass down a secure financial legacy through MetLife to help them achieve their future aspirations.

IW Group's McDonald's advertisements are also acclaimed for their ability to infuse cultural insight and research to successfully communicate to consumers. These campaigns utilize Asian Pacific American's different passions as driving forces to connect consumers and the leading brand. For example, in the "Meet at Our Place" creative, famed and popular golfer Michelle Wie is featured as a role model to provoke Asian Pacific Americans' passion for achievement and desire to share accomplishments with friends and family.

"We cannot show enough appreciation to MetLife and McDonald's, which have helped the agency grow tremendously throughout the years," says Nita Song, President and COO of IW Group. "Consistently, our clients challenge our team to tap into our cultural insight and to come up with the best creatives that bridge the company and the consumer. These efforts have proved very rewarding."

For more information, please call 1-310-289-5500 or visit www.iwgroupinc.com.

About IW Group, Inc.
Founded in 1990, IW Group Inc. is a fully integrated, full-service marketing and communications agency specializing in the growing U.S. Asian Pacific American market with offices in Los Angeles, San Francisco and New York. Clients include Walmart, McDonald's, MetLife, Farmers Insurance, Pacific Gas and Electric, Nissan, American Airlines and others.

Media Contacts:

Shagorika Ghosh
310-289-5532
sghosh@iwgroupinc.com

Janice Huang
310-289-5526
jhuang@iwgroupinc.com