Multicultural Marketing News

Multicultural Marketing News (MMN) is an emailed newsletter, and archived here, with news briefs and mini essays. It also serves to introduce marketing executives to multicultural experts for potential business alliances and journalists with diverse sources. Submit Your News.     Subscribe | Learn More

Multicultural Marketing News - May is Asian Pacific American Heritage Month

Multicultural Marketing News - May 2017
May is Asian Pacific American Heritage Month
In this issue:
  • ISA Celebrates Asian Pacific American Heritage Month 
  • Ethnic Technologies: Celebrating Asian-Pacific American Heritage Month 

  • Meet the Experts in the Asian American Market
  • Creative Consumer Research
  • EMCAY 
  • TDW+Co

  • Recommended Multicultural Conferences and Events
  • 3AF 2017 Asian Marketing Summit, June 1-2, Los Angeles 
  • 17th Annual Cultural Insights Forum, June 6, New York  
  • Celebrate Inclusion in the Big Easy at the 2017 Mosaic Awards! June 7, New Orleans
  • AHAA Annual Conference, June 12-14, Chicago 
  • The 2017 Multicultural Women's National Conference, July 10-11, New York 
  • ADCOLOR Conference and Awards, September 17-19, Los Angeles
  • ISA Celebrates Asian Pacific American Heritage Month 
    Interviewing Service of America has been a leader in multicultural market research since the launch of the company in 1982. In 1983, ISA conducted its first bilingual survey in English/Spanish. The following year ISA completed its first Korean language research study. A three-time winner of the Asian American Advertising Federation/Public Relations Alliance Researcher of the Year Award, ISA has conducted interviews in 67 languages, to date. ISA Chairman Michael Halberstam was recently asked to weigh in on the topic of Asian American buying power for Entrepreneur Insight. "If a company wants to commit to the [Asian American] market, they need to bring in someone - or someone internally -  who has a cultural understanding of the community," said Halberstam. "They also have to understand that there's more than one Asian American community." ISA's lengthy experience and extensive portfolio of research capabilities make it uniquely qualified to provide answers for any type of business question. The ISA family of companies includes 4 divisions; Interviewing Service of America (offering telephone and IVR data collection) Q-insights (specializing in qualitative work), SoapBoxSample (ISA's online division), and icanmakeitbetter (offering an integrated Insight Community Platform). ISA's clients benefit from access to decades of experience, unequalled expertise, and the technology to deliver data with speed and pinpoint accuracy. For more information, please contact Michael Halberstam, Chairman,
    Ethnic Technologies: Celebrating Asian-Pacific American Heritage Month 
    In 2017, marketers continue to tout the influence and affluence of the Asian American market. We've all seen the stats: As a group, Asian Americans have a buying power of $770 billion*. In terms of population, Asian American growth is steadily increasing, with a population of about 18 million.**  And now, with the presidential season in full swing, Asian Americans are also flexing their political muscle, with individuals coming out in record numbers to make their votes count. This may well be a pivotal point in building a stronger relationship with the Asian American consumer. Not only for candidates, but also for the hesitant advertiser, who still chooses to dip their toe, instead of fully immersing themselves in targeting Asian Americans. Even as the U.S. becomes more and more diverse, and ethnic and racial lines seem to blur, targeted marketing is still a very much needed solution to reaching various groups.  Ethnic marketing allows advertisers to speak directly to their audience. Addressing specific needs and creating a relationship is key to not only distinguishing your brand but building brand loyalty to sustain you, even during economic and political unbalance. Ethnic Technologies is the leading provider of multicultural marketing information to the Fortune 500 to help them reach Asian, Hispanic and African American markets. E-Tech identifies over 30 different Asian countries, including language preference. In addition to identifying Asian ethnicity, we also identify Assimilation levels for Asian individuals. At Ethnic Technologies, we recognize the importance of "Asian Marketing" but even more importantly, the proper segmentation of groups in order to communicate and market effectively. For more information contact, at Karen Sinisi, Director of Sales, Ethnic Technologies, Phone (866)333-8324 ext. 117,
    Meet the Experts in the Asian American Market
    AAAZA, Inc. 
    With over ten years of experience in the advertising industry, these two words have defined how we manage our client portfolio and their ad campaigns. AAAZA is a full-service agency with multi-cultural capabilities tapping into all platforms that include broadcast, print, interactive, social, mobile, and experiential marketing. More than just being their partners, we are our clients' extension into the Asian American market. We are dedicated to transforming brands with powerful campaigns that deliver meaningful, measurable, and lasting impact. AAAZA always strives for excellent creative storytelling while keeping an eye on the bottom line. Multifaceted cultural knowledge distinguishes us, passion for exceeding expectations motivates us. For more information, please contact Jay Kim, Managing Director, AAAZA, Inc., 213-380-8333,
    Creative Consumer Research 
    With headquarters located in Houston, CCR offers complete field service covering Texas, as well as the surrounding areas and nationwide. Large conference-style focus group rooms with one-way mirrors and large client viewing rooms. Taste tests, telephone interviewing, executive surveys, mall intercepts, door-to door interviewing, mystery shops, store audits, and computer capabilities available. Bilingual interviewing, moderators, and translators are available. CCR also offers project management for multiple city projects. For more information, please contact Patricia Pratt, President, Creative Consumer Research, 281-240-9646,
    EMCAY specializes in delivering a Total Market plan, aligned to the pharmaceutical industry dynamics. Emcay speaks directly to America's multicultural market, including non-Hispanic white general market, helping you achieve a Total Market plan. Our services include strategy and business analysis, creative, digital, production, media planning & buying, and local market activation. Most importantly, our services are cross functional and highly applicable to the pharma stakeholder mix, executed flawlessly through a cultural lens. Whether you're looking to build your initial Hispanic market business case and pilot or setup a corporate capability inclusive of multiple cultures, aka COE, across your entire corporation, we are the most experienced team in the industry. Our team has built some of the most successful multicultural pharma campaigns. From launches to post LoE, from diabetes and CV to oncology and rare diseases, we have done it. 
    For more information, please contact, 201-868-8867.
    TDW+Co is an independently-owned, MBE-certified, full-service cultural engagement ad agency. Founded in 2004, TDW+Co delivers results for Fortune 500 brands in reaching today's ever-changing diverse audiences. TDW+Co provides critical insights based on key cultural cues that drive creative messaging, weaving brand and community that connect beyond the traditional norms of consumer marketing.  With industry-leading expertise in digital, social, and experiential the agency offers five primary lines of business 1) brand + strategy, 2) creative + production, 3) media + interactive, 4) experiential + grassroots, and 5) research + outreach. "TD-Dubber" talent is spread between its offices in Seattle, Los Angeles and New York to go along with the attitude of "makin' it happen" that its client partners have come to expect. For more information, please contact Tim Wang, Founder and Principal, TDW+Co, 206-623-6888,
    Recommended Multicultural Conferences and Events
    3AF 2017 Asian Marketing Summit, June 1-2, Los Angeles 
    Register now for the 3AF's 2017 Asian Marketing Summit, June 1 and 2, in Los Angeles.  This is the one and only conference dedicated to Asian marketing and advertising. Asian American is the fastest growing segment, yielding not only economic but also political power. At the same time, due to rising Asian economic powers and technology advances, lessons in Asian American marketing have implications in global marketing. This conference not only brings together experts in Asian marketing in the U.S., but also from Asia to share and create new ideas. The Summit will also include a session on the 3AF's first-ever media consumption study and the industry's only Asian Marketing Boot Camp, on May 31, designed for those new to Asian marketing or for those who want a refresher course on the critical basics.  For more information and to register, please visit
    17th Annual Cultural Insights Forum, June 6th, NYC 
    The theme of the 17th Annual Cultural Insights Forum in New York City is Reshaping Narratives: Diversity. Intersectionality. Media. The Cultural Insights Forum is the media industry's leading research- and strategy-driven conference, attracting over 300 top executives in distribution, marketing, advertising, and more. Join us as we discuss the need to shift away from one-dimensional narratives about Hispanic, Black, Asian, and other international audiences, and consider how the intersectionality of race, sex, socioeconomics, and other factors affect how audiences might view themselves, how they view the world, and what they want and expect from the media. The Forum will feature a variety of sessions, including a research presentation, panel discussions, live performances, and the latest programming from top multicultural networks. For more information and to register, please visit: and follow the conversation on Twitter at @HorowitzInsight and #culturalinsights17
    Celebrate Inclusion in the Big Easy at the 2017 Mosaic Awards! June 7, New Orleans 
    Celebrate the advertising and media industry's commitment to diversity and inclusion at the American Advertising Federation's annual Mosaic Awards on June 7, 2017 in New Orleans! The AAF will recognize companies and agencies whose cutting edge creative work, media content and organizational programs have continued to create an increasingly diverse industry, reflective of the many vibrant communities within our society. To learn more, please visit
    AHAA Annual Conference, June 12-14, Chicago 
    The Next Generation Marketing Conference is led by an incredible cast of advertising industry leaders and pioneers. Chaired by Pete Lerma of Richards/Lerma with Isaac Mizrahi of Alma, Marco Lopez of elemento L2 and Linda Lane-Gonzalez of The Viva Partnership rounding out the committee.
    Next Generation Marketing will feature a variety of sessions, including hands-on workshops, case studies, panels and keynote presentations covering: 
  • Hispanics and Big Data  
  • Today's Most Powerful Digital Brands are Changing - What Does This Mean to Marketers?
  • The State of the Hispanic Agency and Total Market  
  • Multicultural Marketing in Today's Political Landscape   
  • For more information, please visit and follow all conference chatter on Twitter using the @ahaa handle and hashtag #ahaanextgen.
    The 2017 Multicultural Women's National Conference, July 10-11, New York 
    Mark Your Calendars! The Multicultural Women's National Conference is back this July where high-achieving, high-potential women from all races and ethnicities come together to explore and leverage their strengths for workplace success. This year's theme is Race To Trust where we'll motivate attendees to race forward in the pursuit of higher cross-cultural understanding and also honor the 2017 Working Mother Best Companies for Multicultural Women. Click here for updated information about this event and all of Working Mother Media's 2017 conferences.
    ADCOLOR Conference and Awards, September 17-19, 2017, Los Angeles, CA 
    The 11th Annual ADCOLOR Conference and Awards will take place in Los Angeles, CA at The Loews Hollywood Hotel from September 17-19, 2017. The ADCOLOR Conference is the premier diversity gathering for creative industry professionals. The ADCOLOR Awards highlight and honor the achievements of African-American, American Indian/Native American, Asian Pacific-American, Hispanic/Latino, LGBT professionals and diversity and inclusion champions in the space. To register and book your hotel visit
    If you are interested in including your company profile/news in our next issue of Multicultural Marketing News/MMRNews ($425), please visit: or contact Lisa Skriloff at 212-242-3351 or

    To see upcoming newsletters view our 2017 Editorial Calendar
    Questions? Call 212-242-3351 or email

    Like us on Facebook   Follow us on Twitter   View our profile on LinkedIn
    About This Newsletter 
    Multicultural Marketing News (MMRNews), is published by Multicultural Marketing Resources, Inc. (MMR). For a free subscription, sign up here.