State Farm, Bank of America, A. Partnership Win 3AF Awards

State Farm Insurance Co., Bank of America and A. Partnership took home honors Thursday afternoon during the Asian American Advertising Federation’s third annual conference.

The daylong conference, which was attended by more than 100 advertising professionals in New York City, gave out its first awards during its luncheon. Two of the awards, Marketer of the Year and Newsmaker of the Year, were selected by 3AF’s board of directors. A third award, Creative Agency of the Year, was selected by a panel of independent judges.

State Farm Insurance Co. was honored as Marketer of the Year. The board said its selection was made because of the quality of its campaigns aimed at the Asian American community. The campaign included print and broadcast, public relations, promotions and community service. Its agency is interTrend Communications of Torrance, Calif. interTrend’s other clients include JCPenney, Disneyland, Charles Schwab and Northwest Airlines.

The board said State Farm’s campaigns stood out for its aggressive but culturally appropriate nature. The board mentioned several aspects of the campaign, including:

  • Creative implementation of diverse marketing programs, including the co-sponsorship of local radio and television promotions.
  • Easy-to-understand and interpret brand advertising.
  • Strong public relations and community relations, including sponsorship of several major events organized by the Organization of Chinese Americans, National Asian Pacific American Legal Consortium, Self-Help for the Elderly and the Asian Pacific American Legal Center.



    A second award, 3AF Newsmaker of the Year, is presented by the organization’s board to a corporation, agency or individual whose initiative drew attention to the Asian American consumer market. Bank of America was selected in a year when the financial services company quadrupled its ethnic advertising budget to $40 million. 3AF noted its renewed commitment generated positive results and created high-profile coverage in both the trade and mainstream media.

    “Bank of America is a supporter of the Asian American market and is dedicated to the multicultural market … Bank of America strongly advocates the importance of multicultural marketing, including the Asian market, toward the success of a corporation,” said Cindy Hsu, a New York City TV anchor and presenter of the awards.

    The award was accepted by Saul Gitlin, executive vice president of strategic marketing services/new business at Kang and Lee, Bank of America’s agency.

    Creative Agency of the Year was given to A Partnership. Kang and Lee took home first honorable mention as Creative Agency of the Year for its work for Sears, 10-10-345, Lucky Dog Phone Co. and Bank of America. Admerasia also merited honorable mention for its work for Mercedes Benz and Foxwoods Resort Casino.

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