• by Judy Warner , October 3, 2006

Life is about to come after the Asian-American marketplace. Nationwide Financial Network has launched television and print ads and negotiated special event sponsorships aimed at the country's fastest-growing ethnic group.

That Asian-Americans are a booming population is only a fraction of the story to marketers. Some 44 percent of all Asian-Americans hold a B.A. degree or higher. Incomes tend to be higher because of education and a high rate of business ownership, according to data from the U.S. Census Bureau.

"Connecting with the rapidly growing South Asian population is very important to us," says Tariq Khan, vice president of market development and diversity for Nationwide Financial Network, an affiliated retail distribution business of Nationwide Financial Services, Inc. "We wanted to create work that reflects scenarios and traditions that are relevant to them. This campaign is an example of our growing support of diverse markets."

Spending was not disclosed.

The Columbus, Ohio-based insurance and financial services firm tailored its existing "Life comes at you fast" campaign specifically for the Asian-American market working with A Partnership of New York. The six-year-old specialty shop also creates ads for General Motors.

For Nationwide, A Partnership crafted five different spots to air on Asian-American TV networks. Other campaign components include print ads in major market newspapers and both in-theater and out-of-home versions. In addition, Nationwide will sponsor India and Pakistani independence day parades and Diwali celebrations.

Separately, James Lyski is expected to arrive this month at Nationwide as chief marketing officer in charge of all brand marketing and communications. Lyski is making the move from Cigna HealthCare, where he was senior vice president of strategy and product marketing and before that at Federal Express. He will report to Nationwide CEO Jerry Jurgensen.