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Meet the Asian American Market Experts: May is Asian Pacific American Heritage Month issue of MMRNews

Thursday, May 12, 2022
Multicultural Marketing News May 2022

May is Asian Pacific American Heritage Month

Meet the Experts in Marketing to the Asian American Consumer:
  • AAAZA, Inc.
  • Admerasia, Inc.
  • Bold Culture LLC
  • Ethnic Technologies
  • Horowitz Research
  • MIKADO International
  • My Code Media
  • ThinkCultural LLC
Meet the Experts in Marketing to the Asian American Consumer
Asian Americans are the fastest-growing racial or ethnic group in the U.S. infusing cultural trends in our food, fashion, music and more. Yet many brands are missing out on the opportunity to connect with this growing influential and powerful consumer. Asian American voices are growing louder and stronger. They are seeking brands that show an understanding of their diversity and contributions within this community. All American A to Z Agency (AAAZA) represents our ability to dissect and understand the cultural nuances of ethnicities across North America and beyond. We are a full-service agency with multi-cultural capabilities tapping into all platforms that include broadcast, print, interactive, social, mobile, and experiential marketing. We immerse ourselves in the markets our clients serve to create relevant, insightful messaging and creative strategies that evolve in an ever-changing environment.
ADMERASIA is a full-service agency & a lot more. Our dynamic solutions, which include marketing, strategy, creative, and media, are founded on Three Pillars of Connection: Asian Americans & Asians & Americans. This Asian Pacific American Heritage Month, we are proud to announce a collaboration with Getty Images, the global visual media company. Together, we will be launching a visual toolkit that includes guidelines and galleries dedicated to the depiction of Asian Americans. The mission of this initiative is to educate and encourage brands and organizations to build powerful and earnest connections with Asian Americans. This is just one of many impactful campaigns unfolding from ADMERASIA. We proudly work with multiple Fortune 500 and local companies alike. Clients have included Moët Hennessy, State Farm, U.S. Army, Nissan, FX Networks, McDonald’s, Citi and Big Brothers Big Sisters of NYC. We are an & agency. We don’t just ad. We connect.
We are happy to celebrate AAPI Heritage Month and continue to increase awareness of its cultures and how all individuals can be allies to the community. Below is a snapshot of our most recent workshop offering. Reach out to us at partnersuccess@boldculture.co if you’d like to bring this workshop to your team!
“Authentically Representing And Advocating For The Asian-American & Pacific Islander Community in The Workplace & Your Marketing”
Participants will leave with an understanding of:
·  The vast makeup of the larger API community
·  Common stereotypes and bias against AAPI communities across ethnicities
·  How this bias and stereotypes have affected the community in workplace settings and marketing messages
·  The impact of bias and stereotypes on the experiences of AAPI community
·  Ways to reduce bias and stereotypes in the workplace
·  Ways to reduce bias and stereotypes in marketing
·  How to authentically communicate to the AAPI community
·  Organizations and influencers of the AAPI community to whom you should connect  
Bold Culture is a data-driven multicultural communication consultancy with expertise in cross-cultural marketing insights and developing inclusive workplace cultures. Through its dual-lens of marketing and talent development, Bold Culture offers marketers, advertisers, recruiters and HR managers tailored research & insights, workshops, audits, strategic plans, roundtables, ongoing consulting, and connections to diverse talent at all levels. Bold has a specific focus on helping companies connect to Black, Latinx, LGBTQIA+ audiences and talent across their intersections.
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.
Asian American Media Representation Matters Every Day.
“May is Asian American Pacific Islander Heritage Month, but every day is an opportunity for media and brands to reach and resonate with Asian American audiences. Representation matters for Asian Americans, and there’s still a lot of room for mainstream media to improve. Our FOCUS Asian: Consumer Engagement 2021 report reveals that 66% of Asian Americans believe the media plays a big role in helping change the stereotypes and negative opinions different groups have of each other. But even given recent efforts to improve on representation, over half of Asian Americans say they are not seeing more Asian representation as main characters in scripted content. On the advertising side, we know that having diversity in their advertising and supporting Asian media with their advertising dollars would go a long way for a brand to show a commitment to Asian communities, which can help drive loyalty. But, the Asian market is incredibly diverse, nuanced, and complex. For media companies and brands to get it right in terms of their creative, messaging, and content, investments in research are critical.” — Adriana Waterston, Chief Revenue Officer and Insights and Strategy Lead at Horowitz Research, adrianaw@horowitzresearch.com, 914-834-5999
MIKADO International is a culture-first advertising agency that strives to create a world more connected. Through opportunity analysis, research, and market planning, we explore the intersection between creativity and effectiveness, helping brands to effectively cater to underserved and fragmented cultural and/or religious communities with unparalleled expertise. Our client portfolio includes brands such as Xfinity/Comcast, Unilever, Dove, Lipton and Knorr. Enriched with people from all walks of life, minority and woman-owned, polycultural and inclusive, we not only understand the new mainstream, we are the new mainstream.
A Code is the digital media solutions platform powered by My Code Media. We partner with brands & publishers to deliver authentic, nuanced messaging and content to the Asian American and Pacific Islander (AAPI) community. Our unity of proprietary data intelligence, custom creative, and multicultural expertise enable brands & publishers to reach and engage with the fastest growing and most diverse consumer in the United States. To learn more about A Code audiences and also the My Code network, please visit https://mycodemedia.com/audiences/
ThinkCultural LLC, is an Asian American focused digital advertising company headquartered in California.
ThinkCultural enables brands and agencies to reach Asian audiences across US and Canada. We are a certified WBE, MBE, and WOSB agency. ThinkCultural is wholly owned and operated by Priya Sharma, an Indian-origin media veteran with over 17 years of experience in Digital Advertising. Over these two decades, Priya has had the distinct honor of working in leadership roles across multiple global corporations in the US and India while handling yearly budgets in the range of $500K to $1M per client.
While working in the digital media sector for more than a decade, Priya realized a huge gap in understanding the multicultural advertising space. Brands and advertising agencies are always focused on general market audiences (Caucasians) while drafting a media plan, but as per the trend in population growth across USA & Canada, immigrants and multicultural ethnicities have seen massive growth.
Priya plans to bridge this gap by helping brands and agencies reach this audience pool through an online multicultural audience platform and making it easy for clients to run multicultural campaigns at ThinkCultural.
Some crucial facts about Asian American community
  • From 2000 to 2019, the Asian American population increased by more than 81%, while the total population of the US increased by 16%.
  • On average, the household income for Asian households is USD 1,20,000 per annum, exceeding all ethnic groups & Caucasians.
  • By 2024, Asian American purchasing power will reach $ 1.6 trillion.
  • Asian Americans are the fastest-growing racial group in the U.S. electorate. From 2000 to 2020, Asian American voters doubled, increasing by 139%. More than 11 million Asian Americans are voters, making up nearly 5% of the eligible voters in the United States.
With the above facts, it becomes clear that having a multicultural marketing strategy for every brand is necessary rather than a good to have approach. ThinkCultural plays a significant role in bridging this gap by helping brands, agencies, and intelligent marketers plan, execute, and measure their multicultural efforts to tap into an audience pool different from the general market campaigns.
Briefly, we help you with the below offerings
  • Media planning for multicultural campaigns
  • Execution of digital multicultural campaigns across top Asian publishers
  • Measuring the effectiveness of the campaigns through various data points
Whether your motto is to grow your audience for your next online campaign or you want to sell products and services to Asian Americans and Asian Canadians, we are here to help you.
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 here and sign up here.

Next Issues:

June 2022 Newsletters

June is LGBTQ Pride Month
Deadline for reservations: May 20th

Deadline for copy May 27th

Save the Dates for Key 2022 Multicultural & Diversity Conferences + events
Deadline for reservations: May 20th

Deadline for copy May 27th

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About This Newsletter 
Multicultural Marketing News (MMRNews), is a free e-mail newsletter published by Multicultural Marketing Resources, Inc. (MMR) and sent to +9000 subscribers. For a free subscription, sign up here.