Most anticipated Asian American marketing conference is on May 20-21

March 19th, 2010

NEW YORK–If you’re looking to win big in Las Vegas, skip the table games for later and head to the MGM Grand Hotel on May 20-21, 2010 for the highly anticipated Asian American Marketing Conference of the prestigious Asian American Advertising Federation (3AF).

“This is not going to be just all Powerpoint decks and charts. We’re going to have a more entertaining and lively presentation of data, insights and awards that both clients and industry people will find very helpful and useful,” says Tommy Ng, general manager of Admerasia and vice president of 3AF.

The federation is composed of the most influential Asian advertising, media and research practitioners. Ng himself represents Admerasia, one of the leading Asian American advertising agencies based in this city.

The conference will put Asian America advertising agency executives, media partners and advertisers, researchers as well as its most creative people in one grand hotel like never before, giving everyone a chance to network and learn how they can maximize their marketing spend in 2010 and beyond.

“If there is any event to meet and learn more about the Asian American advertising industry, this is it,” says Ng.

At the conference, insights and perspectives from top Asian creative directors will be interspersed with lively talks by Jennifer 8. Lee, former New York Times reporter and author of the best-seller, “The Fortune Cookie Chronicles” as well as Park-Jin Young, founder of JYP Entertainment, who is responsible for the international mega hit acts, The Wonder Girls and Rain.

The 3AF will be capped by a Creative Awards program featuring the best work of various Asian American advertising agencies.

Register early at www.3af.org. Registering before or on April 2, 2010 is $395 (for 3AF members) and $495 (for non-members). After April 2, the conference price goes up to $495 (for 3AF members) and $595 (for non-members).

The 3AF has negotiated a special, reduced room rate at the MGM Grand Hotel of $89 per night. Please contact the hotel directly and ask for the “3AF Conference rate.” You may also book your hotel via online travel websites, but please be sure to let the 3AF and the hotel know so your room can be included in the 3AF room block.

Hurry, space is limited. For more information, updates or questions, please contact Genny Hom-Franzen, 3AF executive director, at ghomfranzen@3af.org.

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Admerasia clients roll out Lunar New Year ads

February 13th, 2010

Gung Hay Fat Choy! Xin Nan Kuai Le! Se He Bok Mani Baduseyo! Chúc Mừng Năm Mới!

Citibank, Lowe’s and MassMutual, three of Admerasia’s many clients, might as well be speaking the language of the Chinese, Koreans and the Vietnamese, as the Fortune 500 companies join in the celebration of this most important holiday, Lunar New Year. (See related article on http://adage.com/bigtent/post?article_id=142016)

Admerasia, the leading Asian American ad agency, has certainly paved the way for these brands to talk directly to their Asian consumers.

CITIBANK
Consumers know Citibank is a bank that understands not only their financial needs but their cultural needs, too. This is showcased in its Lunar Ad campaign where a family is shown having a healthy dose of fun face-painting each other to celebrate the Year of the Tiger.

Here, the face-painting also conveys how looking the part is akin to being a Tiger —strong, energetic and prosperous.

The Tiger zodiac also symbolizes protection, and security that fits with Citibank’s important selling points to its customers.

For this Lunar New Year ad campaign, Citibank has again come up with a promotion component featuring culturally relevant premium rewards. All 3 tiers of the premiums represent the vitality, prosperity and the essence of the Tiger.
2212_LNY11.3x20.3NY

Chinese version

Chinese version


LOWE’S
Asians rely on the foundation of their filial relationships. Lowe’s understands this only too well which is why it has also established so many campaign/brand firsts for Asians, including the Asian Gift Card and Asian in-language websites.

For its Lunar New Year campaign, Lowe’s built around the concept of viewing the New Year as a time to make a fresh start and do a makeover. For Lowe’s, this means helping ensure good energy and harmony to Asian homes the whole year-round.

The ad campaign is inspired by the Asian calendar and includes elements that tie in with home improvement. Certain dates are highlighted with snippets on home improvements in addition to tips for enhancing homes with Lowe’s products.

The calendar also carries both light and serious inspirational thoughts. One dated February 14 reads: “Lunar New Year celebration: Appease your in-laws with an Asian Gift Card. Another dated March 21 reads: “First day of Spring: Add color to life—plant new seeds.”

2010_LNY_CTv2

MASSMUTUAL
In showcasing its commitment to the Chinese and Koreans, MassMutual has also come up with an ad campaign that is just as meticulous as the company’s dedication to helping Asians fulfill their goals with the company.

The ad features the head image of a Tiger with an assortment of goodies that conveys an overall festival feeling. One item after another combines to form a whole neat package, much like the experience the audience gets from MassMutual.

For the Chinese and Koreans, the ad imparts wonderful blessings and good wishes. For the Chinese specifically, it is a sign of abundance–a message that MassMutual also cultivates in several of its programs and activities for the Asian market.

For these three clients, Admerasia has certainly crafted highly artistic and effective Lunar New Year themes that have helped these brands make steady inroads into the growing 13 million Asian market. Consumers are happy to know that their needs are being addressed directly.

Gift-giving is a major part of this holiday tradition. Citibank, Lowe’s and MassMutual are pleased to have taken a part in their own way. (MassMutual ad Chinese, top; Korean ad, bottom)

MassMutual ad for Chinese market
MassMutual ad for Korean market

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China rising at Australian Open

January 29th, 2010

Two Chinese tennis players that entered the semis of the Australian Open may be a sign of things to come.

Na Li beat Venus Williams in a 2-6 7-6 7-5 victory on Wednesday, while Zheng Jie proved equally adept in winning against her opponents.

The reason they may become more visible is the fact Zheng Jie has reached the last four at Wimbledon two years ago and back in 2004 Li Ting and Tian Tian won the Olympic gold medal in Athens. –dennis c.

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Google quitting China?

January 13th, 2010

It’s the talk in the tech world.

http://technology.timesonline.co.uk/tol/news/tech_and_web/article6986214.ece

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Admerasia gives New Year greeting a digital twist

January 7th, 2010


You’ve heard the expression “culture shapes people’s minds?”

Admerasia, the leading Asian American advertising agency that provides integrated marketing solutions for Fortune 500 companies, took this concept to the extreme when it showcased its digital capabilities to its clients via a holiday greeting card. (Watch it here.)

The result is a digital card with the bodies of the Admerasia staff formed into the shape of “Happy 2010,” a holiday greeting from Admerasia to its roster of clients—Citibank, Infiniti, Lowe’s Home Improvement Store, MassMutual and Nissan, to name just a few.

Culture shapes people’s minds indeed. But in conveying this message, the Admerasia staff literally took the meaning to heart—and to shapes that also became a fun team-building effort.
“This digital holiday greeting card is for our clients, although it certainly gave us an excuse to fool around in our respective Asians neighborhoods,” says project leader Aileen Lao.

The staff claims the contorting part was easy. The hard part for them was actually the logistical aspect of the project—mobilizing inflexible bodies from near atrophy (rooted-to-the-desk-and-computer syndrome?), going to the assigned locations while watching their back for New York’s finest, and braving the chilliest of Decembers – that could rattle “Avatar’s” James Cameron out of his director’s chair. The last point is an exaggeration, of course.

The locations were all for real (not blue screen), of course. These are ethnic neighborhoods of the ad agency’s Asian American markets—the Chinese, Filipino, Asian Indian, Korean, Vietnamese and Japanese, all at the Big Apple. Around the States, Asians now number 13 million and growing rapidly, further sustaining the agency’s niche business.

Admerasia is an early adopter of new marketing tools and technology since it was founded in 1993 as a full-service Asian American advertising agency. At the start of the millennium, for instance, it set the pace in digital advertising to the Asian American market, guiding E*TRADE with online advertising campaign and a ground-breaking Chinese micro site for its English-language website. Today, it has developed various digital projects with Citibank and Lowe’s.

Forming strategic partnerships with digital companies like Double Click and YouTube has also played a huge role in its business. Recently, Admerasia set a milestone when it initiated the development of a new online advertising system for targeting Chinese and Koreans in the U.S. through YouTube.

Admerasia continues to innovate for blue-chip clients such as Citibank, Foxwoods, Lowe’s and McDonald’s. While its digital greeting card is nothing like “Avatar,” for Admerasia, it’s the thought—digital, in this case–that counts.

Admerasia is located at 159 West 25th Street 6/F, New York, NY 10001, with tel. no. 212-686-3333 and fax no. 212-686-8998. Visit the admerasia.com for more information. — Dennis Clemente

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