Asian federation reinvents itself

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At the first meeting of the Association of Asian American Advertising Agencies two years ago, only 12 people turned up. There aren't a lot of Asian ad agencies. Now the group is reinventing itself as the Asian American Advertising Federation (3AF), welcoming Asian media and advertisers, too. One client, Kenneth Omura, ethnic marketing director- Asian American market, at Allstate Insurance Co., is joining the 3AF board. In the multicultural world, Latins and African Americans are regarded as fun and hip while "Asians are pretty quiet," said Eliot Kang, president of WPP Group-owned Kang & Lee Advertising, New York, and president of 3AF. "I think we need to make Asian advertising more fun."


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