HK interns enjoy Asian American ad work in NY

July 12th, 2010

Every year Admerasia hosts an internship program for university students from Hongkong as part of its agreement with the Cross-Cultural Internship Program (CCIP).

University students from the CCIP program get hands-on work experience from Admerasia in New York.

The program’s mission is to promote cultural exchange and understanding between the United States and other parts of the world by opening the doors to a pool of talented overseas students to U.S-based companies as well as providing students with a glimpse of American approaches to business challenges, work culture, practices and nuances.

In the summer of 2010, Admerasia’s first batch of interns (more to follow) from Hongkong—Nok Ming (Jason) Cheung, Yuen Yan Leung, Cheung Wing Kay Ricky and Sheung Wan (Sharon) Cheung showed us how they are primed to become good marketers in the future.

Our interns were all business—and good presenters besides at 17 years of age. Yes, one of them is that young.

On their last day, they gave us thoughtfully written thank-you cards, certainly a lost art for many in this fabled city but one that teaches us also how different cultures have their own way of expressing their gratitude.

We are also grateful and we wish them all the best

Nimesh Trivedi of Client Services (in orange) and Jie Liu (in blue), our IT guy pose with summer interns Jason, Sharon, Kinki and Ray.

In photo are: Nimesh Trivedi (in orange) of Client Services and Jie Liu (in blue), our IT guy with interns Jason, Sharon, Kinki and Ricky.

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Admerasia is one of NY’s largest minority-owned businesses

July 12th, 2010

NEW YORK—The prestigious Crain’s New York Business trade publication ranked Admerasia as one of the 25 largest minority-owned businesses in New York in its May 3, 2010 issue. Admerasia was also the only minority-owned advertising agency on the list.

“It is our diversity that makes us a very strong, robust company,” says Tommy Ng, general manager of Admerasia, a full-service Asian American advertising agency whose earnings of $16.5 million in 2009 put them on Crain’s list.

“We are proud to be part of other minority-owned companies that made it to Crain’s New York Business list,” he adds. “We are even prouder to find out that we are the only advertising agency on the list.”

Crain’s New York Business is part of Crain Communications, a major publishing conglomerate that also publishes Advertising Age.

Crain’s list is based on 2009 revenues of privately owned minority-owned businesses in the New York area. This covers New York City and Nassau, Suffolk and Westchester counties in New York, and Bergen, Essex, Hudson and Union counties in New Jersey.

To qualify, 51% or more of the firm must be owned by minorities which are defined and classified by the U.S. Census Bureau and Empire State Development as follows: black/African racial groups; Hispanic/Latino (Mexican, Puerto Rican, Dominican, Cuban, Central or South American of either Indian or Hispanic/Latino origin, regardless of race); Asian (having origins in any of the Far East countries, Southeast Asia or Indian subcontinent); American Indian/Alaskan Native (having origins in any of the original peoples of North, South or Central American and maintaining tribal affiliation or community attachment); and native Hawaiian/other Pacific Islander (having origins in any of the original peoples of Hawaii, Guam, Samoa or other Pacific Islands).

The ranking was based on the 2009 annual revenues of minority-owned companies with information provided to Crain’s New York Business.

Admerasia is recognized for its creative and media excellence by many of its Fortune 500 clients, including Citibank, Nissan, P&G, Lowe’s and McDonald’s.

General market brands also rely on Admerasia’s high-quality research and proprietary tools, AdTrackTM for competitive tracking and MBATM for budget media allocations.

For more information about Admerasia, please contact Tommy Ng, general manager at tel. 212-686-3333, with offices at 159 West 25th Street 6/F, New York, NY 10001. Visit admerasia.com for more information.

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MassMutual, Admerasia make grand slam win in 2010 Summit Ad Awards

June 9th, 2010

Contacts:
Tommy Ng, Admerasia
212-686-3333

Karen Lavariere-Sanchez, MassMutual
413-744-7660

NEW YORK, NY, June 8, 2010 —When collaboration works, it results in awards. In the case of Massachusetts Mutual Life Insurance Co. (MassMutual) and Admerasia, it proved to be a grand-slam victory at the recent 2010 Summit International Advertising Awards.

Admerasia, a leading Asian American advertising agency based in New York City, took home a record setting four awards based on the work it produced for MassMutual, the 158-year-old mutual life insurance company that is run for the benefit of its members and participating policyholders. The Massachusetts-based financial company offers whole life insurance, annuities, retirement plans, disability income insurance and long term care insurance.

The following newspaper ads were awarded 2010 Summit International Awards in the Newspaper Advertising Campaign category: Gold for “Branding,” Silver for “Dividend,” Bronze for “Moon Festival,” and Bronze for “Recruitment.” To see the winning ads, visit massmutual.admerasia.com/2010summitawards/
“I congratulate the entire team of MassMutual for a job well done. What they have achieved for all categories, from the company and product campaigns to the recruitment ad, plus the Moon Festival campaign, amounts to a grand slam win,” said general manager Tommy Ng.

“Maintaining cultural relevancy in marketing communications and advertising is an absolute must,” said Chris Mendoza, assistant vice president of MassMutual’s Multicultural Market Development. “Based on feedback from consumers and our financial services professionals across the country, the ads are well received. Our work with Admerasia is based on consumer research and input from our producers to help make it the best that it can be,” Mendoza concluded.

Admerasia continues to integrate MassMutual’s logo into the insurer’s communication messages and various ethnic campaigns. The powerful visual treatment and messages that capture people in various important stages of their lives produce strong, culturally relevant messages that resonate with MassMutual’s customers.

Admerasia continues to distinguish itself with its record of creative and media excellence for many of its Fortune 500 clients, including Citibank, Nissan, P&G, Lowe’s and McDonald’s.

For more information about Admerasia, please contact Tommy Ng, general manager at tel. 212-686-3333, with offices at 159 West 25th Street 6/F, New York, NY 10001. Visit www.admerasia.com for more information. For more information about MassMutual and its advertising campaigns, visit www.massmutual.com/aboutmassmutual/saa/advertising

About MassMutual
Founded in 1851, MassMutual is a leading mutual life insurance company that is run for the benefit of its members and participating policyholders. The company has a long history of financial strength and strong performance, and although dividends are not guaranteed, MassMutual has paid dividends to eligible participating policyholders every year since the 1860s. With whole life insurance as its foundation, MassMutual provides products to help meet the financial needs of clients, such as life insurance, disability income insurance, long term care insurance,retirement/401(k) plan services, and annuities. In addition, the company’s strong and growing network of financial professionals helps clients make good financial decisions for the long-term.
Wedding ad in Chinese with English translation
MassMutual Financial Group is a marketing name for Massachusetts Mutual Life Insurance Company (MassMutual) and its affiliated companies and sales representatives. MassMutual is headquartered in Springfield, Massachusetts and its major affiliates include: Babson Capital Management LLC; Baring Asset Management Limited; Cornerstone Real Estate Advisers LLC; The First Mercantile Trust Company; MassMutual International LLC; MML Investors Services, Inc., member FINRA and SIPC; Oppenheimer Funds, Inc.; and The MassMutual Trust Company, FSB.

About Admerasia
Pioneering full-service Asian American advertising in 1994, Admerasia has since provided a constant flow of innovative ideas that has made it the best in its class. From building strong brand awareness to launching effective promotions, Admerasia’s rich history and enthusiastic adoption of the digital era translates into measurable results and inspiration for the industry. The agency’s success stems from not just knowing the market, but being the market as well. Admerasia’s ethnically diverse group of hothouse talents has consistently turned general-market brands into household names in the Asian American market. Creatively adopting cultural mores and languages is essential in communicating to a market that is both Asian and American. Through years of original thinking, Admerasia makes the multicultural world easier to reach, measuring success one client at a time. CRN201205-135272

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Admerasia provides strong Asian American advertising agency support to MassMutual

March 31st, 2010

As they say in the movies, there are no small parts. Every scene or part has to matter to the viewer. For this reason, it was great to see Admerasia playing an important role in the extensive, five-page cover story on Roger Crandall, president and CEO of MassMutual in the American Executive, the reputable monthly magazine for executives.

This role was the appearance of Admerasia’s Chinese Lunar New Year print ad from 2009, which features MassMutual honoring a Chinese sublime art form. As shown here, the red couplet calligraphy conveys the message, “prosperous in many things in life.”

What do couplets do? They are glued on doorframes by the Chinese to bring good wishes for the coming year, which the headline also addressed: “May your wishes come true this New Year and for years to come”

The body copy reads: “As you write down your aspirations for this Lunar New Year, let MassMutual’s financial strength and over 157 years of experience providing innovative insurance products and financial services help you plan for the future wisely.”

The Chinese Lunar New Year ad is just one of many ad campaigns MassMutual is doing with the leading Asian American advertising agency to address a vastly growing diverse country.

Says Crandall, “As an industry, we need to make sure that we look like the country around us, and MassMutual is at the forefront of these efforts.”

MassMutual’s multicultural efforts have also made an impact in its recruitment of diverse talent. It reportedly employed 15% of financial professionals in 2009 from multicultural backgrounds.

To read the Crandall story in full, see link below. Online link does not have the Lunar New Year ad, which was featured in the printed version of American Executive:
http://www.americanexecutive.com/index.php?option=com_content&task=view&id=7376&Itemid=31

MM01-2004_Calligraphy_e090115

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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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