Admerasia creates unit for integrated services

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Admerasia, the New York-based agency specializing in Asian advertising and marketing, is taking the wraps off a concept to steer clients into new marketing activities.

Admerasia is launching New A, a unit within the organization charged with finding new integrated marketing opportunities for clients across various media channels. The goal is to boost overall activity, including advertising, direct marketing, Internet marketing and language translation, said Atsuko Watanabe, who will lead New A as chief operating officer.

"If a client is dealing with three different vendors, in many cases we can help streamline their activities under one roof," she said.

Ms. Watanabe, who has been general manager and exec VP of Admerasia, will continue to work with Zan Ng, Admerasia's president and founder.


New A will allow the agency to cross-sell its services to clients, while allowing each of its divisions to continue to operate separately and focus on their respective strengths, said Ms. Watanabe.

In addition to boosting client activity for Admerasia, the unit is hoped to extend the agency's reach into new business areas, taking advantage of the new services agency, Ms. Watanabe said. Admerasia's offerings have diversified significantly since the agency's launch in 1993, she said.

Admerasia's clients include MCI WorldCom, Metropolitan Life Insurance Co., E-Trade Securities and, an online ethnic grocery service.

New A is targeting language translation via its aLanguageBank unit as a big growth area since many of Admerasia's advertising clients are starting to add Web sites designed for international audiences.

"In the next four years, 57% of all Web users will not have English as their first language, and the need for global businesses to communicate in multiple Asian languages is enormous," she said.

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