Tu to Lead Admerasia

Surging L.A. Office Taps Former O&M Exec
LOS ANGELES–A former director of Ogilvy & Mather Interactive in Hong Kong is back in the U.S. to head up Admerasia’s Los Angeles office.
Andrew Tu, a Southern California native who previously served in management and supervisory positions at Ogilvy Interactive and OgilvyOne in Hong Kong, has joined Admerasia as director of client services. He also assumes general manager duties for the shop’s Los Angeles operations.
The New York-based ethnic agency recently expanded its Los Angeles shop to a full-service agency. It was previously a service office working on Asian American marketing efforts for such clients as American Express small business services, MCI WorldCom, Citibank and MoneyGram.
The shop recently completed MetLife’s first TV work targeting Chinese Americans. Three 60-second spots, in Chinese with English subtitles, highlight the trials immigrants face when they come to the “New World.” It explains how MetLife provides more than just life insurance, offering investments, educational planning and financial security.
The ads broke in New York earlier this month, and on various Chinese-language stations nationwide last week.
Admerasia’s L.A. office also currently handles marketing for Hennessey Cognac targeting the Chinese, Korean and Vietnamese communities.
“We are not interested in mom and pop [clients],” said Tu. “We want to attract multinational clients willing to invest in ethnic communications.”