The New York Times has chosen Kang & Lee Advertising, a New York-based Young & Rubicam company, to be its advertising agency of record for the Asian American market. Kang & Lee will be responsible for both corporate and product marketing communications aimed at Chinese-Americans in the greater New York metropolitan area, which consists of approximately 500,000 people.
The first campaign of the full year program was launched on February 15 with Chinese-language print ads celebrating the Chinese Lunar New Year, which began that night. The ads appeared in the Chinese-language press in New York. Other components of the 1999 program include corporate image and direct-response advertising – both television and print – as well as direct marketing and community programs.
“Our current, integrated Chinese-American marketing effort in New York represents the beginning of a new phase in our long term planning which we expect will ultimately extend to additional ethnic segments, both within New York as well as in our national markets,” said New York Times VP, promotion and marketing communications Alyse Myers in a statement.
Kang & Lee Advertising currently has annual capitalized billings of $80 million and a staff of over 100 full-time advertising professionals in New York City and Los Angeles.
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