Working with Asian-Focused Advertising Agencies

Use Asian advertising firms to reach this important consumer market
By Kate Esposito Whether you'd like to target Asian consumers in the U.S. or overseas, an Asian advertising agency can help. These agencies specialize in reaching Asian consumers and are very knowledgeable in what works and what doesn't.

The strategy you should use when working with Asian-focused advertising agencies will differ depending on the goals you would like to achieve. However, here are some things you should do to help bring any project into focus:

1. Research advertising agencies in China and other Asian countries to see how they reach their markets.

2. Look at Asian ad agencies located in the United States and see what the differences in strategy are.

3. Do some research on Asian market targeting so you can better understand and communicate with your agency.

Research advertising agencies in China and across Asia

It stands to reason that advertising agencies in Asia will have a good idea of how to tap the Asian market, seeing as their employees are immersed in Asian culture on a daily basis. Even if you don't want to use an agency in Asia, it's a good idea to at least speak with a representative at one.
Try:  Talk to e21. This is a good agency to start a relationship with since it has several offices in China, but also a base in California. It focuses on working on U.S. ad campaigns that will run in China and vice versa. If you're looking to target consumers from another part of Asia, such as India or the Philippines, visit Reed Business Information's excellent directory of ad agencies across the continent.

Look at Asian ad agencies located in the United States

Lots of top U.S. companies, such as Anheuser-Busch, Nordstrom and McDonald's use Asian ad agencies based in the U.S. to reach potential customers here and in Asia. The advantage to working with a U.S. agency is that it's easier, and cheaper, to meet in person.
Try:  Check out C2 Advertising's online portfolio to get a look at what the company can do. It creates ads in English and in other languages, such as Chinese. Then look at SalesVantage's directory for more than two dozen similar agencies to find one close to where your business is based.

Learn more about Asian market targeting

Although advertising agencies in Asia and almost any Asian American advertising agency will try to give you the spiel about how to reach the market, you need to do some research on your own. That way, when you work with the agencies, you will better be able to tell them what you want.
Try:  If you plan on targeting Asians, not Asian Americans, read the article on Asian consumer marketing on Emerald Intelligence's website. If you're more interested in reaching Asian American consumers, read Quirk Enterprises' article on advertising to that market.

• Whichever Asian ad agency you use, avoid stereotyping in your ads. Otherwise you will repel way more customers than you attract.