Wells Fargo's Asian Demographic
Ads. During the year I worked for DAE, I learned the ropes of culturally targeted marketing. We did ads for Wells Fargo, Southwest Airlines, Cathay Pacific and Recology among others. The basic process of ad creation held true. A "single minded proposition," yielded concepts, but then they needed to be vetted for cultural relevance. Lots of ads bit the dust out of cultural inappropriateness. We presented to the client in English first, and then the Chinese, Vietnamese, Tagalog and "Hinglish" writers dug deeper. Sometimes the meaning changed a bit during development. Chinese characters allow for many secondary messages to emerge. This was something Chinese copywriters considered "poetic." For me, "confusing" would have been a better word.