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@Work

Published on .

The promise: Admerasia President Zan Ng (above) vowed to shave his head and wear the client's logo on his skull the next time an advertiser from a category that had never advertised to the Asian-American market created a budget.

How he did it: Printed the logo on a removable tattoo (r.)

The client: For its first multicultural effort, Foxwoods Resorts Casino picked Admerasia and Omnicom Group-backed Spike DDB and HispanAmerica. An Asian test is under way in Boston and New York using TV, print, radio and channel marketing.

Is it a trend? MGM Mirage also named a multicultural agency, Muse, Cordero, Chen & Partners, Los Angeles, for its 15 casino properties last week.

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