"Asian Pacific American Heritage Month"
May/June 2003

Founded in 1976, KSCI is Southern California's preeminent Asian-language TV station bringing news and entertainment, in 14 languages, to the largest U.S. Asian market. KSCI-TV produces daily local newscasts in Vietnamese, Cantonese and Mandarin as well as financial and talk shows in Mandarin and a talk show in Korean. In conjunction with its longstanding local community-based partners, KSCI-TV offers a myriad of integrated marketing opportunities for advertisers who wish to reach the Asian American market at a grassroots level. Flagship events include the Harvest Moon Festival and the Lunar New Year Parade & Festival in Hollywood. It also invests heavily in market research, including proprietary consumer and viewership surveys, to assist advertisers making decisions. KSCI-TV was the first Asian-language station in L.A. to win an Emmy for its series, "U.S. Citizenship: A Dream Come True" and was one of only two local stations to receive an Emmy nomination for its live coverage of the September 11th tragedies. Contact Gannon Gray, General Sales Manager, 310-478-1818, ggray@kscitv.com.

It is a well-known fact that the Chinese American market presents a growing opportunity in the United States. About 30 percent of MetLife's new business comes from financial representatives working in diverse communities. One of the ways MetLife has established its leadership in multiculturalism is through programs specifically designed for seven target markets. An example of this effort is the recently launched in-language Chinese American advertising campaign. Two new 30-second TV advertisements feature families in real-life situations and will air in both Mandarin and Cantonese. The first advertisement features a young family and focuses on financial protection. The second features a father and son and focuses on investments for a balanced financial strategy. MetLife's decades-long commitment to the multicultural marketplace is strong and is demonstrated through in-language advertising, point of sale materials, free educational seminars, and support of community events across the country. Contact Tariq Khan, Vice President Multicultural Marketing, 212-946-2970, tkhan@metlife.com.

Geoscape International provides market intelligence for reaching Asian and other ethnic market segments through the use of precision data, systems and solutions. The American Marketscape DataStream™ 2003 Series is a geo-demographic database, which provides thousands of powerful indicators on the U.S. population including many for Asian country of origin groups. The DataStream goes far beyond the census. Asian languages, ethnicities, acculturation, consumer expenditure and other indicators help marketers fuel business decisions, ensuring maximum ROI. DirecTarget® provides a suite of list enrichment, modeling and targeting data and services that help identify Asians by specific country of origin (such as Chinese, Japanese, Korean, Vietnamese), language use and acculturation so you can identify the most likely prospects for telemarketing and mail campaigns. The Geoscape Intelligence System (GIS) combines a variety of data, business and consumer lists, analysis and visualization into an elegant web browser application that is accessible to corporations of all sizes. Contact Cesar Melgoza, President, 305-860-1460 or cmelgoza@geoscape.com.

Millions catch the spirit of "Real Men Cook," which dominates Father's Day TV news. Over 100 million media impressions have been garnered each year since 2000. For the past fourteen years "Real Men Cook," a national Father's Day celebration taking place in Atlanta, Chicago, Dallas, Detroit, Houston, Miami, LA, New Orleans, NYC, Philadelphia, and Washington, DC, has celebrated families and real men who demonstrate exceptional interest in their families and communities while raising funds for charity. The event fosters a true sense of community on Father's Day. The event has generated over $800,000 in net proceeds to charities. RAI is owned and operated by husband and wife business partners Kofi and Yvette Moyo. Headquartered in Chicago, Illinois, RAI is committed to the positive promotion and support of African American families, businesses, and communities. Contact Yvette Moyo, 773-651-8008, ymoyo@mobe.com or visit www.realmencook.com.

Asia Link Consulting Group is an award-winning full-service marketing research and marketing consulting company with expertise in diverse multicultural segments (Asian, Hispanic, Eastern European, Middle Eastern, African American, general market). Asia Link conducts quantitative and qualitative market research in ten languages including English in the U.S. and Canada. Founded in 1992 by Wanla Cheng, Asia Link also has the unique capability to simulate marketing research done in Asia. Asia Link boasts a long list of top Fortune 500 firms as clients. Asia Link is especially known for its high quality research product and strategic insights and recommendations. Website: www.asialinkny.com. Contact Wanla Cheng, Principal, 212-721-5825, aslinkcons@aol.com.

GlobalHue, the largest multicultural marketing and advertising agency in the U.S., has launched its multicultural advertising campaign for the 2004 Chrysler Pacifica. The TV campaign and its print component were previewed by media and New York community leaders at the Schomburg Center for Research in Black Culture in Harlem, NY. Launching nationally on May 1, the television segment of the campaign, entitled "Harlem" features African-American and Hispanic talent accompanied by the music of singing sensation, Celine Dion. The campaign is designed to appeal to general market and multicultural audiences alike. The campaign includes two 30-second TV spots as well as black and white print advertising. One spot will air with an English voice-over and the other in Spanish, translating the Chrysler brand's advertising tag line, "Drive & Love" to "Conduce y Amor." It is the first TV spot ever filmed in Harlem for any Chrysler Group product. BBDO Detroit and The Arnell Group are responsible for the other 30-second spot entitled "Brooklyn Bridge." The new Chrysler campaign is a collaborative effort between Chrysler Group's three advertising and marketing agencies-GlobalHue, BBDO Detroit, and The Arnell Group. "This ongoing partnership reflects the goal of the Chrysler Pacifica campaign, which is to produce diverse TV and print creative that can appeal to a diverse audience," said Bonita Stewart, Director, Chrysler Brand Communications. The Pacifica is spearheading the Chrysler brand's move into the premium automotive marketplace. Contact James Kenyon of DCX, 248-512-2936 or Linda Edwards Smith of Ntouch Communication Group, 301-265-5386 for GlobalHue.

Kang & Lee Advertising, a Young & Rubicam/WPP company, is the nation's leading multicultural marketing consulting and communications agency specializing in reaching the Asian American markets. Kang & Lee also has full service capabilities to target Russian, Polish and Arabic-speaking Americans. With offices in New York and Los Angeles, Kang & Lee's current roster of clients includes AT&T, 10-10-345, Pernod-Ricard USA, Shiseido Cosmetics, Allstate Insurance, The New York Times, US Dept. of the Treasury, Sears, and others. In 2002, Kang & Lee Advertising was ranked as the #1 multicultural agency specializing in the Asian American Market by Advertising Age in the magazine's 58th annual Agency Report. In November of 2002, Kang & Lee's work won the prestigious ANA Multicultural Excellence Award in the category of "Asian," the top national honor for Asian American advertising. Contact Saul Gitlin, EVP, Strategic Marketing Services / New Business, 212-375-8130, saul_gitlin@kanglee.com.

ABS-CBN International launched its core product, The Filipino Channel, in 1994. Distributed by major cable operators as well as direct-to-home satellite dish, The Filipino Channel (TFC) has over 100,000 U.S. Filipino subscribers viewing the Tagalog-language premium programming service in North America. Originating from Manila, TFC provides news and entertainment programs to its viewers. These programs also help 2nd and 3rd generation Filipino-Americans feel closer to their culture. In addition to TFC, ABS-CBN bundles three other 24-hour video channels (news, movies, and regional/sports), two radio channels, retail products (CDs, VCDs, videos, magazines and books), telecommunication products/services and cargo services for its satellite customers. With research data and a successful track record in targeting the Filipino-Americans, ABS-CBN's Corporate Marketing Services department is available to help corporations and ad agencies reach out to this market. Its services include customized research, development of marketing plans, creative concept and production, media placement, and community event campaigns. Contact Lyla Paniagua, Senior Manager, ABS-CBN Corporate Marketing Services, 650-652-6674 or lpaniagua@abs-cbni.com

The Association of Hispanic Advertising Agencies (AHAA) released new market research at its 14th semi-annual conference held April 2-6, 2003 in Dallas, Texas. The study, "The Right Spend II" is the third installment of AHAA's market research and provides DMA and category specific data of appropriate spending targets for the Hispanic market. Conducted by The Santiago Solutions Group, the allocation levels outlined in the study provide guidelines for corporations to implement when developing marketing budgets for the U.S. Hispanic market. The study concludes that the recommended "Right Spend" levels demonstrated in this study are significantly higher than the average 3.2 percent that leading Hispanic advertisers have historically spent against the Hispanic market. Due to population concentrations, in key Hispanic DMAs and higher consumption than non-Hispanic households, the proper "Right Spend" level is far above the share of Spanish dominant plus bilingual speaking Hispanic households in those markets. Another key finding of the study is that in certain categories such as children's products, consumer electronics, and apparel, marketing allocation levels should be 50 to 350 percent higher than current levels. The Association of Hispanic Advertising Agencies is the national organization of firms that specialize in marketing to the nation's 40 million Hispanic consumers. Copies of this study can be downloaded from the AHAA website at www.ahaa.org. Call AHAA, 703-610-9014.