The Big Tent

More Asians in TV Spots? It's About Time

Might Not Seem Like Much, But People Notice

Posted by Bill Imada on 11.23.09 @ 11:01 AM

Bill Imada

Have you noticed that there are more Asians in television ads these days than just a few short years ago? It's true.

Although I don't watch as much TV as I did when I was in college, I have noticed that more marketers are using Asian actors in their spots than ever before.

Why State Farm Tries to Be a Good Neighbor to Asian-American Community

An Interview With Sonya Gong Jent

Posted by Bill Imada on 09.01.09 @ 02:27 PM

Bill Imada

In the past several months, I have attended a number of Asian Pacific American community gatherings around the country. I always take note of the companies who are visible and active supporters of the community. State Farm stands out as one of leading corporate marketers in the U.S. Asian market.

Learning Goes Both Ways With Visiting Professors

AEF Program Brings Instructors Into Agency Settings

Posted by Bill Imada on 07.30.09 @ 03:01 PM

Bill Imada

Last year, I joined the board of the Advertising Educational Foundation, an organization that serves the advertising industry by providing and distributing educational content to further the public's understanding of its role in culture, society and the economy. The board comprises a virtual who's who in the advertising world and includes leaders from the most well-known names in the industry. Senior execs from DDB, Deutsch, DraftFCB, Euro RSCG Worldwide, Grey Global Group, JWT North America, Saatchi & Saatchi, Y&R and many others grace the team that supports the work of AEF.

National Hispanic Group Is Wrong About the Census

Boycotting Census Is Bad for Hispanics, for the Country and for Marketing

Posted by Bill Imada on 06.04.09 @ 11:25 AM

Bill Imada

On May 31, Los Angeles Times staff writer Teresa Watanabe published a story titled "Latino Group Urges Census Snub." According to the article, the National Coalition of Latino Clergy & Christian Leaders, a Washington organization claiming to represent 20,000 Latino charities in 34 states, maintained that one-fourth of its 4 million members were prepared to join a national boycott of Census 2010. I was floored.

Betty Brown's Bad Lesson for Marketers

Legislator Asks Asian Americans to Change Their Names

Posted by Bill Imada on 04.13.09 @ 12:13 PM

Bill Imada

There are days when I think I've heard everything.

Then there are days like last Tuesday, when an elected official says something that just floors me.

U.S. Rep. Betty Brown of Texas thought she was being helpful by suggesting that Asian Americans like me change their names so that it will be easier to identify us when we exercise our right to vote. Congresswoman Brown said during a House of Representatives hearing that voters of Asian heritage should adopt names that are "easier for Americans to deal with."

One Last Lesson From Alberto Rafael Rodriguez

Live Life to the Fullest (but Take Care of Yourself)

Posted by Bill Imada on 03.24.09 @ 03:01 PM

Bill Imada

Last week I picked up a copy of the New York Times as I was boarding a flight to Oakland, Calif. Yes, it was the printed version. And yes, I recognize that I am part of a dying breed of traditional media enthusiasts who still pay for a printed copy of many national and local papers.

I normally skip through the obituaries with only a passing glance at the rows of anonymous photographs. Most of the deceased were older adults in their 70s, 80s and 90s. Occasionally there would be a note about a younger person who died tragically in an automobile accident or after a long-term illness.

But this day's obituary was different from other days.

Companies Commemorate Asian Lunar New Year With Ads

An AdAge.com Slideshow of New Work

Posted by Bill Imada on 02.04.09 @ 04:19 PM

Asian Lunar New Year Ads

Last year Advertising Age highlighted a number of corporate ads commemorating Asian Lunar New Year. This year several companies have created ads to ring in the New Year and to demonstrate their commitment to the growing North American Asian market. Since Asian Lunar New Year is one of the most auspicious celebrations in Asian communities throughout the Americas, I wanted to show you some examples of what corporate marketers in Canada and the U.S. are doing to recognize the Year of the Ox.

Special thanks to all of the Asian agencies and corporate marketers who have agreed to share their work.

Happy New Year!

Advertising Resolutions for the Year of the Ox

Happy Asian New Year

Posted by Bill Imada on 01.27.09 @ 12:59 PM

Bill Imada

The Year of the Ox began officially on Monday, Jan. 26. Most Asian families of Chinese and Vietnamese heritage who observe this holiday period will celebrate by having dinners with friends and loved ones, and will provide monetary gifts in customary red envelopes to children and relatives. Each family observes the Lunar New Year differently. Some celebrate for a few days while others celebrate for as many as 15. And if you really enjoy celebrating the New Year, you can expect more celebrations in the months ahead.

Top 10 U.S. Asian Marketers of 2008

From State Farm to Farmer's Insurance, These Companies showed a Commitment to the Community

Posted by Bill Imada on 01.12.09 @ 11:14 AM

Bill Imada

Last year, I ranked 10 corporate marketers who demonstrated a strong and visible commitment to the U.S. Asian markets. Their commitment was evaluated using several key indicators, including their advertising and media budgets; their marketing approach; their level of visibility in the media and in the communities they serve; the number of senior level executives and directors of Asian heritage; and their sponsorships of important Asian-American events and programs.

Change? Corporations Should Take the Lead

More Companies Should Take Stands That Promote Diversity

Posted by Bill Imada on 11.13.08 @ 11:05 AM

Bill Imada

When companies take a stance, I usually pay attention.

Not long ago, Wal-Mart Stores instructed its outside legal firms to diversify their teams of attorneys. From Wal-Mart's perspective, its cadre of national law firms didn't reflect the true diversity of the communities where the retailer conducted business. So the company took a stance. Law firms took notice. And so did leaders in the many communities of color.