This Lifestyle Marketing Group Embraces Millennials’ Diversity

Helps brands reach today's multicultural audience


Specs
Who (L. to r.) Evp, CCO Ryan Ford; creative strategy director Jesse Nicely; founder Ted Chung; public relations vp Brianne Pins; client services vp Rona Mercado; president Seung Chung
What Marketing agency
Where Los Angeles

Cashmere Agency believes the key to reaching millennials isn't just using social media or creating short-form mobile video. It's understanding that today's youth looks at things from a multicultural perspective.

The marketing group, which has done work for Adidas Originals, Netflix, Snoop Dogg and E! shows Keeping Up With the Kardashians and Christina Milian Turned Up, does that by creating experiences with a global mindset. For example, its Pack Your Bags initiative through its MMXLII publication lets lucky high school seniors go on an all-expenses paid trip to anywhere in the world—complete with bags full of Adidas gear—in exchange for creating social media and video content along the way to share with friends and followers. "It's about doing something fresh and new and knowing how to speak to this audience in a way that is totally in line with multicultural communication," founder Ted Chung said.