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  • PERNOD RICARD

    ROYAL SALUTE CLOUD 8

  • GILEAD SCIENCES

    HBV AWARENESS
    CAMPAIGN

  • BMW

    “YOU EARNED IT” CAMPAIGN

From the beginning, we wanted more than just a company. We wanted an adventure.

Our adventure began in 1995 when we founded a promotions and event production company in San Francisco. What began as a college endeavor to bring Asian Americans together grew into a national brand that became a staple in the Asian events and entertainment community. On our journey, we produced over 5,000 events and amassed over 2.5 million attendees throughout the U.S.

In 2004, we expanded beyond events and became a full service multicultural marketing and communications agency with offices in Los Angeles and New York. We guide brands on their path to growth through strategic planning, advertising, traditional & digital media, events, and PR. Clients come to us to discover new ideas and accomplish great things. Today, we continue our mission to push creative boundaries, build authentic connections, and remain leaders in the Asian community.

Our Services

  • Account Services

    When you partner with us, you get more than just our dedicated team to develop and manage your marketing strategy and campaigns. You also get our firsthand knowledge of the Asian American and Asian segments.

    CAPABILITIES

    • Strategic Planning
    • Market Research & Development
    • Customer Segmentation
    • SWOT Analysis
    • Strategy & Tactical Development
    • High-Touch Initiative by Leveraging Brand Equity
    • Build Customer Loyalty, Advocacy, and Return On Investment
    • Account Planning
    • Campaign Management and Coordination
  • Media

    We pride ourselves in the relationships we keep including our relationships with a wide array of traditional and digital media channels. These partnerships enable us to recommend the best possible use of media platforms to meet your goals.

    CAPABILITIES

    • Research & Planning
    • Buying Traditional & Digital (Direct placement, Ad-network, Programmatic) Media
    • Traditional Media: TV, Radio, Print, OOH, Guerilla Marketing, and Event
    • Digital Media: Search, Native (Sponsored Content), Display, and Video (Desktop, Mobile, Social)
    • Ad trafficking, Monitoring & Performance Evaluation
  • Creative & Production

    We are here to push creative boundaries and take your creative in exciting new directions. Our resourceful production capabilities allow us to bring that creativity to life.

    CAPABILITIES

    • Ad Creation: TV, Radio, Print, OOH, Native, Digital Display & Video
    • Collateral, Point of Sale, and Packaging
    • Creative Concepting
    • Trans-creation
    • Translation
    • Copywriting
    • Art Direction
    • Graphic Design
    • Illustration
    • Video Directing, Producing, and Editing
  • Digital & Social

    Our comprehensive and strategic digital and social media offering is just the beginning. Attention-grabbing content, targeted platform integration, and success metric indicators ensure your business objectives are met while authentically engaging your audience.

    CAPABILITIES

    • Adwords
    • E-mail Marketing
    • Microsite Development
    • Search Engine & Content Optimization
    • Social Media Campaigns (Facebook, Twitter, Instagram, YouTube, LinkedIn, Vine, Pinterest)
    • Native Advertising (Sponsored Content)
    • Content Creation
    • Mobile Web & Applications
  • Public Relations

    We go above and beyond managing the flow of information between your brand and the public. We also make sure we're building strong and lasting relationships with your audience.

    CAPABILITIES

    • Media Training
    • Media Advisory
    • Press Release
    • Press Conference
    • Media Monitoring
    • Crisis Management
    • Community Relations
    • Traditional Media Outreach
    • Thought Leadership & Speaking Engagements
    • Development of Effective & Persuasive Communication
  • Experiential Events

    We will turn your vision for your event into a reality. From promotional efforts to post-event follow-up, we provide complete support for you from start to finish.

    CAPABILITIES

    • Sponsorships
    • Turnkey Event Creation
    • Onsite Activation & POS
    • Entertainment Endorsement
    • Grassroots & Guerilla Marketing
    • Professionally Trained Brand Ambassadors

For many Americans, BMW has been defined as the leader in luxury automobiles. Much of this has been reinforced through heavy general market advertising. However, there had been no Asian targeted marketing at Tier 1 and Tier 2 levels. We were given an opportunity to change this when we were tasked to develop a creative and strategic marketing plan for closing the gap between BMW and its competitors in the top Asian areas.

After identifying Chinese Americans in Los Angeles and the San Francisco Bay Area as our target, we employed the most popular and effective media platforms for our audience including TV, radio, and print. Drawing upon the strong work ethic and prudent decision making of many Chinese Americans, the creative messaging in our ads revolved around a bold and empowering statement: “You earned it”. As a result of our tactical approach and culturally relevant ad copy, we exceeded our media impressions goal and reached over 4.1 million impressions during a 2-week campaign.

It is estimated that 1 in 10 Asians immigrating to the US have HBV, but many are not getting tested or seeking treatment. For nearly six years, we have been working with Gilead Sciences developing strategy and executing tactics to drive awareness of the dangers of HBV in the Asian community.

We engaged in insights research and focus group exploration to dive deep into the mindset of the target audience. Armed with an abundance of insights, we combatted the lack of HBV awareness in the Asian community with a fully integrated marketing plan which included TV, OOH, print, digital, PR, and grass roots. The results of such campaigns drove and maintained Viread growth 10-12% year over year.

With eight being considered a lucky number in many Asian cultures, we created our own version of “cloud 9” for Pernod Ricard’s Royal Salute Lunar New Year events: Cloud 8.

The Cloud 8 event series connected social media influencers in a high-touch dinner celebration which featured eight unique experiences ranging from entertainment and gifts to one-of-a-kind tasting rituals involving Royal Salute scotch whisky. Cloud 8 featured 72 Asian American influencers – selected from various backgrounds/industries – which drove over 3.1 million social media impressions and 125,000 engagements.

When Frontier Communications acquired networks from Verizon reaching nearly 6 million customers in California, Texas, and Florida, they needed a partner with full-service capabilities and national expertise. In such a major corporate infrastructure merger, all hands were on deck as we provided services for all Asian initiatives including strategic planning, public relations, crisis management & response, creative adaptation & development, media planning & buying, social media, and event marketing & production.

With many moving parts, we managed each of Frontier’s departmental goals and objectives with great success – hundreds of community leaders were connected, thousands of customers were touched, and millions of impressions were created.

Procter & Gamble’s premium skincare brand SK-II was looking for their “secret key” to driving up their social media interaction, store sales, and new users among Asian Americans. Partnering with beauty vlogger and social media star Sophia Chang, we created a weekend long SK-II product experience at Santa Anita Mall.

The campaign included product trial events & sampling, a meet & greet, social media engagements, and PR. This event served as a proof of concept with over 500 on-site user experiences, 500,000 media impressions, and over 4,000,000 social media impressions.

The Lucky Dragon Hotel & Casino in Las Vegas is a first of its kind - a property dedicated to an authentic Asian cultural and gaming experience. Given that authenticity has been the foundation of our business, we were the ideal partner for driving Lucky Dragon’s brand strategy.

Since Lucky Dragon’s groundbreaking, we created their brand style guide and developed a myriad of creatives including, print advertising, OOH, direct mail, on-premise signage/promo material, digital/social media, and PR. Through an effective and well-rounded marketing strategy, Lucky Dragon continues to define an authentic Asian Las Vegas experience.

Ultra Mobile wanted to make a big impression in the Chinese and Vietnamese American market and we made sure it was a lasting one.

Utilizing our cultural insights, we created a consumer-focused brand style guide and developed a targeted multi-media strategy to drive brand awareness and sales. We developed fully integrated campaigns that included TV, radio, print, OOH, digital (display & search), social media, and event sponsorships in major Asian American markets. The combination of these marketing efforts led to a strong impact in community awareness and an increase in Ultra subscribers.

One of the most effective ways to make your presence felt in a community is to celebrate its members. With this in mind, we helped to make BMW the title sponsor of the annual Unforgettable Gala which honors some of Hollywood’s best and brightest Asian American talent.

Event activities we produced included the BMW VIP Lounge, BMW Instagram engagement, and an exclusive BMW afterparty. We also created the first-ever BMW Ultimate Drive Award to honor notable Asian Americans who have demonstrated “The Ultimate Drive” in their career and produced a video featurette starring Ultimate Drive Award honoree Brian Tee. The star-studded gala was a great success, having achieved over 600 BMW vehicle engagements, 640,000 PR/media impressions, and millions of social media impressions.

Ajinomoto is a Japanese food corporation with multiple brands of seasonings, cooking oils, and frozen food. Their products are very popular in Asia, especially in Japan, but Asians in the United States are much less familiar with the brand. To elevate their brand recognition, we partnered with a leading Chinese TV program to raise awareness among the Chinese American audience.

We collaborated with a local chef in Los Angeles to create delicious dishes incorporating Ajinomoto’s star products - Savor Rich Premium and Hondashi. Additionally, we developed exciting and compelling creative to support the overall branding efforts. Total impressions from the campaign were measured at over 7.3 million.

In order for international superstar Jin Akanishi to make a substantial impact for his U.S. market debut, Warner Music Japan needed someone to build a strong online presence for the Japanese pop singer. To establish this presence, we created Jin's official website, JinAkanishiUSA.com, as well as his official social media accounts. Fan contests were implemented on Facebook & YouTube and a web series was also launched on YouTube to build momentum for the campaign.

To generate buzz for Jin’s debut album, Japonicana, we developed and produced a five-city U.S. concert tour and an extensive PR strategy. All these efforts resulted in Jin's first two singles debuting at #1 on the iTunes Dance Chart on their first day of release. Coverage for the entire campaign was secured on over 50 various media outlets. The campaign generated impressions of 936,000 for print, over 27 million for digital, and over 33 million for TV for an estimated aggregate of 62 million impressions.

Beverly Center is Southern California’s premier epicenter of fashion and luxury with over 100 distinctive specialty boutiques reflecting the eclectic styles and tastes of Los Angeles. The shopping center was looking for opportunities to tap into the large revenue stream of Chinese consumers and enlisted us to connect more Chinese tourists with Beverly Center.

We designed a program in which we connected with our network of local tour operators, travel agents, and tour guides. The strategy was to create an exclusive and unique experience for tourists. In-language brand ambassadors, in-language materials, special discount coupons, and luxury premiums were stationed on-site to greet and engage every tour group. The 3-month program resulted in hundreds of Chinese tourists visiting Beverly Center, numerous surveys collected, and over 300% ROI based on total sales receipts.

G.E.M., a China-born and Hong Kong-raised superstar, has taken the Chinese and Cantonese pop world by storm and her X.X.X. LIVE world tour has made stops all over Asia. For its 2015 North American debut, Live Nation needed to increase awareness and drive ticket sales of the G.E.M. concert tour in New York, Los Angeles, San Jose, Chicago, Vancouver, and Toronto.

Recognizing the need for an effective digital campaign to target G.E.M.’s social media savvy fanbase, we built a comprehensive campaign that included digital banners, YouTube pre-roll ads, Facebook display ads, and Facebook video to announce the concert and ticket sale. Compelling messaging was utilized throughout all communication in the campaign to create a sense of urgency surrounding the sale dates. The campaign spurred concert tickets sales, yielded 200% delivery on media impressions, and earned strong CTR (Click Through Rates) including Facebook Display Average CTR of .20%, Facebook Video Average CTR of 6.35%, and YouTube Video Average CTR of .54%.

In 1942, President Franklin D. Roosevelt signed Executive Order 9066 which led to the removal of approximately 120,000 Japanese Americans from their homes to be falsely imprisoned. In conjunction with the 70th anniversary of EO 9066, the Japanese American National Museum launched an initiative called The Remembrance Project which allowed individuals to pay tribute to those who were impacted by the injustice of the executive order.

We were tasked with developing a promotional strategy for the initiative that consisted of PR & media, community/non-profit outreach, social media, and the production of a PSA featuring numerous Asian American influencers including actor George Takei, musician Steve Aoki, and singer/songwriter Marié Digby. The initiative sparked an outpour of interest from the Asian American community and created an opportunity to educate the public on a tragic and often forgotten chapter of American history.

To celebrate Asian Pacific American Heritage Month, Verizon was looking for an original event idea that would allow them to effectively build brand affinity with their target consumers while raising awareness about Verizon’s latest products and services. We conceptualized and produced the Verizon APAHM Tour, a concert tour that became the premier platform for showcasing Asian American culture and talent nationwide.

The tour featured renowned Asian performers from around the world including Se7en, Epik High, Far East Movement, JJ Lin, Vanness Wu, Evonne Hsu, Mike Relm, and Jay Park. To promote the tour, we launched a series of initiatives including an official microsite, PR events, Meet & Greets, digital and retail promotions, and social media activities that kept fans engaged and ecstatic throughout each campaign. Each year, the tour generated impressions of over 27,000 for Meet & Greets, over 50,000 for concerts, and over 5.8 million for PR/Media for a total aggregate of nearly 6 million impressions.

The classic 4C’s interpretation of the marketing mix has been an invaluable tool to marketers since the 1990’s, but has been in need of a revival to address the demands of the modern digital era. In this insight video, PCA introduces “The New 4C’s of Marketing” and explains its relevance among digitally dependent Asian American consumers in the 21st century.

THE NEW 4C’S OF MARKETING
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Experience the rich history of PCA in this video recap of our creative work and past events.

FLASHBACK
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An original short film produced by PCA providing a glimpse into the lifestyle of the Chinese American. Using the Lunar New Year holiday as a backdrop, A Chinese American Experience: Lunar New Year explores the unique traditions and cultural nuances that exist among two generations of Chinese Americans. The film also illustrates how such traditions can evolve amongst the generations while never failing to bring the two together.

A CHINESE AMERICAN EXPERIENCE
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An original short film produced by PCA providing a glimpse into the lifestyle of the Korean American. A Korean American Experience: Family Affair gives an insightful look into the culture, traditions and consumer behavior exhibited amongst a Korean American family on the day of a large family gathering.

A KOREAN AMERICAN EXPERIENCE
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A video recap of our 2012 Verizon Lunar New Year event in San Francisco's Union Square.

LUNAR NEW YEAR IN SAN FRANCISCO
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A video recap of our 2012 Veriizon Visionaries Conference.

VISIONARIES CONFERENCE
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A video recap of our 2010 B Here University Tour for Gilead Sciences.

B HERE UNIVERSITY TOUR
Play

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LOS ANGELES
120 E 8th Street
Suite 912
Los Angeles, CA 90014

NEW YORK
1441 Broadway
3rd Floor
New York, NY 10018

  • p 877.234.6700
  • f 213.628.3116
  • e info@plancagency.com

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