Multicultural Articles

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Fourth Annual ADCOLOR Awards Set to Honor Queen Latifah

Miami Ceremony to be Hosted by CNN’s Soledad O’Brien

NEW YORK, June 8, 2010 –
The ADCOLOR® Industry Coalition today kicked off the 2010 ADCOLOR Awards nominations season by announcing that this year’s All-Star honoree will be Queen Latifah.

The ADCOLOR Awards is an initiative launched by the ADCOLOR Industry Coalition – a collective formed in 2005 that includes the ADVERTISING Club of New York, Association of National Advertisers (ANA), American Association of Advertising Agencies (4As), American Advertising Federation (AAF), Arnold Worldwide and Omnicom Group. ADCOLOR serves to promote increased diversity in the advertising, marketing and media industries, and to inspire current and future communications professionals of color by celebrating the accomplishments of diverse role models and industry leaders.
 
“We have two very distinct goals through ADCOLOR: to celebrate the achievements of talented communications professionals who are making a mark in business and giving back to their communities, and to redefine diversity,” said Tiffany R. Warren, founder of The ADCOLOR Awards and senior vice president, chief diversity officer for Omnicom Group Inc. “For us, diversity is truly about bringing together people with a variety of experiences, backgrounds and points of view, regardless of any ethnic or cultural background. We are looking forward to receiving nominations for ADCOLOR honorees who are bringing their distinct experiences to bear in their work and in their communities.”     Read more >>

IW Group Wins Asian American Advertising Federation’s Creative Campaign of the Year

Cultural insight and creative execution for MetLife’s Asian-Indian branding campaign help agency secure the category’s Gold Award

WEST HOLLYWOOD, Calif. (June 2, 2010) – IW Group, a leading Asian Pacific American integrated and full-service marketing agency, announces the winning of Creative Campaign of the Year at the 2010 Asian American Advertising Federation (3AF) conference for MetLife’s 2010 television campaign. The award, presented in Las Vegas on May 20, 2010, adds to the portfolio of various industry awards that the agency has secured for MetLife’s Asian Pacific American marketing efforts.

“We are humbled by this honor and grateful to MetLife,” said Nita Song, president of IW Group. “MetLife allows our talented team to flex our creativity and utilize expansive cultural understanding to create a campaign that is thought-provoking and resonates well with different Asian-Indian generations.”   Read more >>

Asian American Advertising Federation (3AF) Hosts Successful Asian Market Conference and Announces 3AF 2010 Creative Award Winners

West Hollywood, CA - May 26, 2010 - The Asian American Advertising Federation (3AF) announced today the winners of its 2010 creative awards recognizing the “best and brightest” in the Asian American advertising and marketing industries. The honorees were recognized at the 3AF’s national conference entitled, “Model Minority to Model Consumer—Capturing Your Share of the Asian Consumer Market,” held last week in Las Vegas, Nevada. The first place (gold) award for creative campaign of the year went to IW Group, Inc. and MetLife for their campaign entitled, “Tilak.”   The judges were impressed with the insurance company’s use of culturally relevant insights and story lines.  Second place (silver) in the creative campaign category went to interTrend and JC Penney for their innovative online digital campaign called, “International Secret Agents,” which targeted young Asian Americans.  Third place in the creative campaign category went to AAAZA and DirectTV for their work on the satellite television provider’s “Chinese Hip Grandpa” campaign.  Read more >>

State Farm Secures Its Spot as Marketer of the Year with Support from AOR interTrend Communications

Long Beach, CA May 21, 2010 - State Farm adds Asian American Advertising Federation’s (3AF) Marketer of the Year award to its long list of achievements after launching a first-rate campaign, 3AF announced Thursday. State Farm and AOR interTrend Communications employed cultural insights to engage extant and prospective customers with a multifaceted campaign.  By homing in on ethnic segments, opening a dialog with the Asian American community and constructing a culture of understanding within its own walls, State Farm sought to create a lifelong connection to this growing market.

Cultivating its identity as an integral part of community and family, State Farm combined culturally-significant motifs with poignant messages.  Grass-roots campaigning at events, like local Lunar New Year celebrations, or culturally-focused contests, such as Asian Indian Bollystar, enabled State Farm to connect with members of the community.  interTrend’s market analysis revealed disparate insurance shopping patterns within the Asian American community, allowing State Farm to communicate uniquely to each segment while avoiding homogeneous messaging.   Read more >>