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The Asian American Market

Lunar New Year 2021 Advertising

Hennessy

Acura

For Lunar New Year 2021, Quantasy worked with Acura to develop a social campaign in collaboration with two up-and-coming, Chinese-American artists to create Lunar New Year animations. These artists brought their unique styles and background to create artwork that celebrates and acknowledges the Lunar New Year holiday.
Remaining within Acura’s ‘Less Talk. More Drive.’ ecosphere, each artist created an animation that incorporates the ‘Less Talk. More Luck.’ messaging.
For her piece, artist Jianan Liu incorporated the coin as the main element in her visual, to emphasize the message of prosperity and wealth usually wished during Lunar New Year. The child holding the coin is also based on an idiom that a “child will bring good luck to your home”. Link to: social post
In Chinese culture, the Ox represents harvest, hard-work and good fortune with lots of food. It roots deeply in nature and the culture of the Chinese people. In her piece, Jasu Hu shows nature and its interaction with Chinese traditional paper cuts. The trees and lanterns are growing from the Chinese patterned Ox’s horns, bringing happiness and luck. Link to: social post

For more information, please reach out to Shelley Yamane at shelley@quantasy.com.

Citi

Citi Lunar New Year Campaign 

On the Road to Tomorrow

2021 is the Year of the Ox, which symbolizes strength, resistance and perseverance. And it could not have come at a better time than when we needed it the most. The past year was tough on all of us, and at Citi we wanted to salute that spirit of Asian Americans which is all about tenacity and going the distance, whatever it takes. Additionally, we wanted to recognize the decades of relationships we have built with this exceptional audience. In 2021, as we celebrate 20 years of partnership, we wanted to remind our customers that no matter what, they can count on Citi for support for many more decades to come. Our bilingual campaign, On the Road to Tomorrow, offers premium rewards designed around the dependability, strength and resilience of the Ox. We created exclusive designs for Citi that were introduced virtually to a select client base. Keeping in mind that the effects of the pandemic are likely to last through the year, we wanted to focus on a tone of optimism and support while emphasizing our virtual connections. Our bilingual website, showcasing premium designs and providing information on the different tiers of investment was introduced to a select Citi members through a star-studded virtual event. Hosted by Hong Kong’s comedian Bob Lam with a special feature presentation by Feng-Shui Master Clement Chan. This virtual event brought people together and conveyed the message that the future is filled with good fortune, prosperity and opportunity and Citi is your partner in every step of that journey.

For more information: Maxwell Davidson, maxwelld@admerasia.com

 

State Farm

State Farm Lunar New Year Campaign Digital and Print Ad

State Farm is one of the leading and most recognized auto insurance brands in the Asian American market. Using the motif of a car traveling on the road, we created a print ad that highlighted the road curved into the shape of the Chinese character “福” which translates to the iconic and well known Lunar New Year greeting of ‘Good Fortune’.

The illustration of the Chinese character is a metaphor that translates to State Farm wishes you a new journey paved with good fortune. The calligraphy style used in the illustration is deeply resonant of the traditional Chinese art form and is considered auspicious during the celebration time of the Lunar New Year festival. Combining the traditional and modern elements of the Asian American culture, this campaign was created to celebrate the festival while communicating State Farm’s brand message as the leading insurance provider in the country.

For more information: Maxwell Davidson, maxwelld@admerasia.com

Wells Fargo

Wells Fargo has a long history of celebrating the Lunar New Year. To build authentic relationships with its customers, we evaluated Wells Fargo’s role in relation to Asian consumers’ needs and identified cultural insights that helped ensure our brand resonated with the community and stayed top of mind during Lunar New Year. Every year we release celebratory messages and joyfully themed merchandise under concepts that are culturally relevant while still connecting with the broader General Market audience.
For the Year of the Ox, we developed stories around the Ox’s strong values around family and success and connected the brand to the community through our heartwarming “Togetherness” calendar, welcomed in prosperity with our “Lucky Ox” coin bank and shared well-wishes with our customers through various Wells Fargo channels.

 

 

 

 

2021 Calendar – “Togetherness”
The auspicious Ox is the rock for its family and community, bringing us a year of great fortune and a sense of belonging. Through classical-style poetry, we celebrate the Ox and cultural values with a sophisticated touch. The Year of the Ox calendar features illustrations that are whimsical and elegant, which highlight the Ox symbolically for its zodiac influence in bringing the community together. Gold key line art is used as a theme to tie the months together, providing a prosperous tone as we look towards sharing happiness together.

 

2021 Coin Bank – “Lucky Ox”
In Asian culture, the Ox is known for stimulating wealth. For 2021, we celebrate the Year of the Ox and how it can attract luck and prosperity. The Ox wears and holds an iconic symbol of the three gold coins. Stringing them together on a red ribbon represents the trinity of luck – heaven, earth and mankind — creating a wealth magnet for 2021.

 

 

IBA-Digital/Print/Social
The Year of the Ox calendar artwork is showcased in various owned channel assets such as in-branch digital displays, print ads and social media. Here are some examples of this year’s work. Link to: social post

For more information, please reach out to Pauline Yang at pauline@quantasy.com.

MMR Work in the Asian American Market

Here are some examples of projects completed and how MMR can help you find information and experts to reach the Asian American consumer market…..or showcase your expertise.

Lisa Skriloff has been a pioneer in helping corporations understand the Asian American market opportunity for brand marketers, and helping Asian American market ad agencies, research firms and Asian American language media gain visibility, making a match to each other!

Agencies

Kang & Lee – helped bring visibility to this pioneering ad agency specializing in the Asian American market

– article in The New York Times about Kang & Lee and the Asian American market opportunity

Article The New York Times, March 6, 2000 Ads Speak to Asian Americans, by Stuart Elliott

Asia Link Consulting –

Press release about 1.5 generation

press release – The 1.5 Generation. Asia Link Consulting Offers Insight mar 23, 1999

press release – The 1.5 Generation. Asia Link Consulting Offers Insight mar 23, 1999 page 2

press release – Wanla Cheng An Asian American Success Story Mar 5, 1999 page 3

article – Advertising Age, Nov 29, 1999 Gen 1.5 offers key to segment

Industry/Associations

Asian American Advertising Federation – helped launch the organization by providing marketing, public relations and association management services.

– wrote press release about launch and distributed to press and brand marketers

– organized launch event and invited Ad Age

– conference press release

 

Meet the Asian American Market Experts

        May is Asian Pacific American Heritage Month issue of                  MMRNews
                       News and Profiles of Asian American Market Experts
                                           Wednesday, May 01, 2019
Meet the Experts in Marketing to the Asian Consumer:
  • 5678 Media Group LLC
  • AAAZA, Inc.
  • Admerasia, Inc.
  • Asia Society
  • C+C
  • Ethnic Technologies
  • Éthnico Advertising
  • fluent360
  • Horowitz Research
  • Interviewing Service of America (ISA)
  • Muse Communications
  • YOptima Media Solutions
Meet the Experts in Marketing to the Asian American Consumer

5678 Media Group LLC

5678 is the first and the industry’s most experienced experiential marketing agency that specializes in connecting brands to the South Asian American community through memorable and authentic experiences. We have the relationships, experience, and infrastructure necessary to help brands shine when it matters most. 5678 service offerings include branded-entertainment, influencer marketing, content strategy, production, targeted media planning-buying, and custom high impact activations… View Profile
Strategic. Creative. With over eighteen 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... View Profile
Founded in 1993, Admerasia is an award-winning full-service multicultural agency. One of the top 25 largest minority-owned businesses in New York and founding member of 3AF, Admerasia pioneers the industry with solution-driven ideas, innovative digital and social strategy, leading media purchase volume, extensive partnership network, and the relentless spirit of improvement. Admerasia has proudly worked with multiple Fortune 500 clients across different categories such as State Farm, Nissan, Infiniti, McDonald’s, PayPal Xoom, Citibank, Dish Network, as well as global agencies such as DDB and OMD… View Profile
Preparing Asians and Americans for a Shared Future
Asia Society is the leading educational organization dedicated to promoting mutual understanding and strengthening partnerships among peoples, leaders, and institutions of Asia and the United States in a global context. Across the fields of arts, business, culture, education, and policy, the Society provides insight, generates ideas, and promotes collaboration to address present challenges and create a shared future… View Profile
C+C is all about the good. On so many different levels. Our main mission is to do what’s right for the planet, but do it in ways we’re reflecting all the different cultures living on said planet. So, C+C’s multicultural team digs deep to understand cultural nuance, and builds messaging that makes real connections with audiences (whether Latino, Chinese, Vietnamese, Russian, Somali, the list goes on). How do we do it? Think behavioral social marketing, creative strategy, design and branding, multicultural, cross cultural marketing, content development, video production, event, community grassroots outreach, whatever is needed to get messages across… View Profile
Ethnic Technologies® is the global leader in multicultural marketing, digital applications, research, data enhancements and analysis. The Ethnicenter from Ethnic Technologies is the result of over 40 years of continuous multicultural, religious and language preference research. E-Tech’s multicultural and language preference selects repeatedly outperform the competition in accuracy and response rates. Whether in digital applications, mailing, telemarketing or email campaigns, the E-Tech® data achieves excellent results… View Profile
Éthnico Advertising is a full-service ad agency, specializing in the American multicultural space. Our Core Services include: -Brand Strategy & Planning -Insights and Research -Creative Development and Execution -Cultural Adaptations -Media Planning and Buying -Digital and Social Media -Experiential/Grassroots Activations. Our Approach to Ethnic Marketing: -Insights, Strategy and ROI driven -Connect brands directly with ethnic consumers -Develop, plan and manage all ethnic media, including activating grassroots campaigns… View Profile
fluent360™ is one of the foremost agency leaders shaping the multicultural marketing industry. Equal parts integrated marketing agency and cultural hub, we specialize in giving brands a resonating voice to effectively speak to various cultural segments- both ethnic and consumer niche followings. As a multi-talented, multicultural agency, we offer a full spectrum of communication services from our Chicago, Nashville and New York City offices. fluent360 works across Hispanic, African American, Asian American, and LGBTQ with seasoned specialist teams for each audience sector. We call this “True Multicultural” – an agency approach designed for the realities of today’s consumer… View Profile
With over 25 years of being a leader in multicultural market research and consumer insights, Horowitz has the methodological expertise and the cultural finesse to deliver actionable, strategic consumer insights for the Asian market in the U.S. Horowitz offers a full range of quantitative and qualitative solutions, including surveys, online communities, ideation sessions, creative testing, and more, in English and Asian languages. If you are looking to elevate your brand’s Asian strategy to the next level, you can count on Horowitz to deliver the grounded research you need to build brands that shine, products that delight, content that resonates, and messaging that engages… View Profile

Since 1982, ISA has been a premier data collection, data management, and processing provider specializing in Online, CATI, in-person, focus groups, insight communities, analytics, IVR, programming and hosting. A leader and early adopter in Asian multicultural market research, ISA has conducted interviews in 67 languages, to date, for research , advertising, public and government agencies and end-user clients including Korean, Japanese, Mandarin, Cantonese, Hindi, Armenian, Farsi as well as Spanish. ISA is a three-time recipient of the Asian American Advertising Federation’s “Researcher of the Year” award. Q-insights, ISA’s qualitative division, specializes in luxury automotive clinics, Hispanic and Asian American intercepts, on-site interviews and focus groups. ISA’s online division, SoapBoxSample, conducts research for new product development, branding/advertising testing, creative optimization and concept/product testing. Offerings include mobile and app-based research, passive metering, path-to-purchase, specialty panels, and full-service design and analytics. Recently ISA acquired DIY Insight Community Platform icanmakeitbetter, an integrated suite of qualitative and quantitative tools that provides ongoing, on-demand insights from current customers, past customers, prospects, employees or anyone. ISA’s lengthy experience and extensive portfolio of research capabilities make it uniquely qualified to provide answers for any type of business question… View Profile

Muse Communications is an award-winning, full-service advertising agency specializing in culturally intelligent marketing programs. We have a diverse staff with expertise in branding, consumer insights and research, channel planning, creative development and production. Our process identifies the shared values of a brand and it’s consumers to arrive at the most relevant message platform. By understanding the culture(s) of an audience, we are able to create the most powerful brand experiences for any given segment as well as the total market… View Profile
YOptima is the programmatic marketing platform of choice for the world’s leading brands including PayPal, Dell, Accenture, Lufthansa, BMW, Etisalat, Verizon, Heinz and TOEFL. Our award winning, proven Multicultural Marketing expertise has enabled Marketers in North America reach targeted multicultural audiences in a brand-safe environment across the marketing funnel. Examples of audiences include: Hispanics, Brazilians, LGBTQ, African Americans as well as Asians including Filipino, Chinese, Koreans and South Asians. Being programmatically plugged into major Ad exchanges, YOptima offers Marketers transparent access to 100 billion+ global ad opportunities daily across video, display, mobile, audio and native ads… View Profile
Marketers: Do you need help making a match with one of the companies listed? Call Lisa Skriloff at 212-242-3351 or email lisa@multicultural.com to take advantage of our free referral service.
Expert companies: Should your company be listed here? Learn more and sign up here or contact Lisa@multicultural.com.
Next Issues:
June – June is LGBTQ Pride Month issue of MMRNews: News and Profiles of LGBTQ Market Experts
 
July – August
Issue 1: Save the Dates for Key Fall Multicultural & Diversity Conferences + events
Issue 2: Meet the Multicultural Marketing Experts
September – October
Theme: Hispanic Heritage Month: Meet the Experts in Hispanic Marketing

November – December
Issue 1: Outlook for Multicultural Marketing in 2020
Issue 2: Save the Dates for Key 2020 Multicultural & Diversity Conferences + events
 
(Deadline for reservations for each month is the 25th of the month preceding)
To see upcoming newsletters view our 2019 Editorial Calendar
Questions? Call 212-242-3351 or email Lisa@multicultural.com.
 
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About This Newsletter
Multicultural Marketing News (MMRNews), is published by Multicultural Marketing Resources, Inc. (MMR). For a free subscription, sign up here.