"Intertrend is a multicultural agency built on a simple idea: Asians in America are not just a demographic box to check. We have helped brands understand that culture is not a niche tactic."
"My 'aha moment' was realizing, at that time, multicultural marketing meant just translating an English campaign. Yet language without cultural understanding did not create a connection."
"Data can tell you what people do. But culture will explain why they do it."
Intertrend Communications, founded by Julia Huang in 1991, focuses on multicultural marketing by emphasizing emotional connections rather than just language translation. The agency has established itself as a leader in the field, advocating that culture is integral to marketing strategies. Huang's insights reveal that many ads fail to resonate emotionally, highlighting the need for creativity and cultural empathy. Intertrend's commitment to evolving with the communities it serves distinguishes it from other agencies, which often rely on static assumptions and data alone.
#multicultural-marketing #cultural-understanding #advertising-agency #emotional-connection #consumer-insights
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