Admerasia offers free market tours to Filipinos and South Asians’ communities in Jersey City

Our clients get their fair share of data that help them target just two of our many ethnic market audiences, Filipinos and Asian Indians, as cited below.

FILIPINOS IN AMERICA
» About 80% of nearly 2 million Filipinos in the U.S. are U.S. citizens
» Most foreign-trained nurses in the U.S. at 43%
» Largest supplier of foreign seafarers at 36.6%
» Largest household size at 3.37

ASIAN INDIANS IN AMERICA

» 100% pop. growth rate against 7.6% entire U.S.
» 1/3 of Silicon Valley engineers
» Doctors number 35,000
» Household annual median income is highest at $83,820

If you are a marketer curious enough to know how your ethnic market lives and do business, going beyond the data can provide you insights that can help keep your brand healthy in a diverse America. No, it doesn’t count that you have been in a restaurant or two.

At Admerasia, we give immersion experiences of Chinatown and Koreatown in New York as well as the communities of Filipinos and Asian Indians in Jersey City, where their similar business establishments co-exist, to companies targeting the Asian American market. The video here features both Filipino and Asian Indian businesses on Newark Avenue in Jersey City. If you want the tour, just fill up the form in the main Admerasia site.–dennis clemente

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Admerasia’s ‘Visit our Agency’ video

Most movies on video now come with the standard special features or featurettes. These can be about interviews with cast and crew, a behind-the-scenes look, or scenes that ended up in the cutting room floor but added in the featurettes section for the delectation of a movie fiend or, shall we say, a true-blue cineaste?!

This video is called Visit our Agency. If it became a TV show, you could say it could pass off as a trailer or preview, to The Office. But it’s just something we produced for people to see how hard we (hardly) work, and how you can see us in person, if the urge compels you. We prefer if you have a really good business reason to see us.

It stars the Admerasia office with the staff as its supporting characters. Okay, that won’t really fly and can rile up some people. So let me rephrase that and say, the Visit our Agency video stars are the staff with the Admerasia office providing the backdrop in the drama, comedy and action that unfolds here. That’s better.

Now as stated, here’s the Visit our Agency with the special feature, three possible scripts I wrote for a planned voiceover that didn’t materialize, because the web development team felt the video was better with the jaunty tune. I agree, but here are the three possible scripts of what the voiceover might have been. Take your pick of the litter.

OPTION 1

VOICEOVER SCRIPT SCENE
It’s about time Elevator, lights and computer being turned on
You meet the creative minds Admerasia staff in meeting
Advancing the multicultural market Accounts team leader presenting to staff
With inspired creativity and innovation Fish, toy, airplane, paper throwing
Determining measurable results Media team, tear sheets
In the right direction Billiard ball and golf ball going in
OPTION 2

We switch you on Elevator, lights and computer being turned on
…Our strategic process Admerasia staff in meeting
…Our creative inspiration Fish, toy, airplane, paper throwing
…Our tracking system Media team, tear sheets
…Our ace-in-the-hole solution Billiard ball and golf ball going in
OPTION 3

Welcome to Admerasia… Elevator
Where creativity flows freely Admerasia staff meeting
Different voices are heard Admerasia staff
Everything is inspiration Fish, toy, airplane, paper throwing
Collaboration produces results Media team and ripping tear sheets
The message is delivered to the right audience Billiard ball and golf ball getting inside holes

How Admerasia connects Fortune 500 companies with the Asian-American market

How successful has Admerasia been in the Asian American market? Let us count the many ways in a visually enticing brochure available for download on our main site. Go to the Meet the Market section, click on any of the case studies (the sesame bun, for example) and a PDF will pop up. Click again to open it. We know it’s a winding process, but we will provide a clear link to it soon.

In the brochure, you can read more about how Admerasia connects Fortune 500 companies with the growing Asian American market in one case study after another and why strategic partnerships and its embrace of new technology puts it a cut above the rest.

In search of talented Chinese Grandpas

AAAZA, the Los Angeles-based Asian-American advertising agency, is inviting everyone to support its DIRECTV campaign—the search for the next TV spokesperson for the Chinese market. Instead of going for young faces, the search is for–drumroll, please—talented Grandpas. As our GM would put it: “It’s American Idol” for people in their 60’s but with an attitude!”

Spend a few minutes watching the two short audition clips here and you’ll find them to be genuine, cute and hilarious. The judges have made their final three choices and the commercial audition reel have been broadcast on Chinese TV stations nationwide and online at http://www.vote4grandpa.com

As told to us, for the next three weeks until Sept 15, you will get a chance to cast your vote and help them decide the ultimate winner, plus a chance to win $500!

The winning Grandpa will star in his own DIRECTV commercial later this year. A true STAR in the making!

So visit http://www.vote4grandpa.com to watch all the videos, get more details and VOTE!

Please share with friends and your families!

Go Chinese Grandpas!

Writing Asian American advertising copy

“Which is harder,” someone asked me, “being a journalist or being an advertising copywriter?”

Being both, I would say advertising copy is harder to master.

So where does the hard part factor in? It boils down to direction and process.

In terms of direction, the more it is narrowed down, the writing becomes easier, flowing almost organically. This is if one writes for the general market audience. Once other cultures come into play, the ballgame changes entirely. Even the expression, “the ballgame changes entirely” will no longer be culturally relevant translated to the Chinese, Korean or Filipino corridors.

This means that as an Asian American advertising copywriter, you are even more specialized. You are not only writing ad copy, you are trans-creating or culturally adapting an ad copy. It has to suit the ethnic market it is targeting. So when people ask me why I don’t argue my point about a certain headline, it’s because I am aware that if I am writing for a different ethnic segment, there may be a cultural nuance I am missing. I learned this from being a journalist (read: trained skeptic).

The ratio of your input as a copywriter, though, is 20%, more or less. One must understand it is a collaborative process. Once you are finished with the ad copy, it goes through an approval process, the second hard part about this profession, although some would also argue its merits; that’s an off-tangent angle best written elsewhere.

For approval, an ad copy can pass through as many as 20 people–from the agency’s departmental team to the entire agency (assigned to the account) to the client and its legal department. You must be aware that when you pound the keyboard, it will go through a legal team. And that revising the ad copy is common. But I agree. As E.B. White would say, “The best writing is rewriting.” But it doesn’t stop there.

In journalism as in ad copywriting, there’s selling involved. If you cannot sell it to the client or your agency, what more to your audience?