Kobayashi Maru Group Launches Full-Service Multicultural Advertising Agency.

Innovative Approach Focuses on Commonalities to Market to Diverse Pan-Ethnic Groups

SAN MATEO, Calif. -- The Kobayashi Maru Group (KMG), a new agency run by a veteran multicultural marketing team, recently opened its doors in the Silicon Valley. The KMG staff offers clients a track record of breakthrough Pan-ethnic-marketing campaigns for global corporations, public agencies, and businesses. Breadth of market knowledge, creative originality, a deep understanding of the multicultural mindset, and a unique vision characterize the new agency. "Many agencies target various ethnic groups with specific in-language or in-culture messaging," says Len Fong, a Principal of KMG. "However, our approach is different in that we develop Pan-ethnic campaigns that emphasize cohesiveness and shared values among diverse ethnic groups, rather than focusing on what separates them."

As the U.S. population becomes more diverse, Fortune 500 companies have started to shift their notion on what constitutes a mainstream market and the wisdom of utilizing mass media to target key customers. With the emergence of multicultural consumers (estimated buying power of over $1.5 trillion), more and more companies are targeting this lucrative market. Finding the right media to target these hard-to-reach consumers is crucial to any successful ad campaign. "As the existing in-language media landscape evolves and new English-based cultural media becomes more established, more emphasis will be placed on developing integrated media strategies which leverages the power and efficiencies of both," says Michael Ofrasio, a Principal and Head of Media for KMG. With experience in developing campaigns for companies such as Bank of America, Continental Airlines, The Mercury News, Clorox, AT&T, and Radio Shack, KMG is well positioned to take on the challenges of a rapidly-changing multicultural landscape. "We are also very interested in China-based companies that are seeking to launch their products and services in the U.S. and plan to pursue them aggressively," says Rafael Ungson, a founding Principal.

KMG currently handles work for Flex Your Power, the statewide campaign to promote energy efficiency and conservation to California's diverse ethnic groups. The agency has developed creative messaging that unites people and offers practical ways to save energy costs while protecting the environment.

About KMG: Headquartered in the Bay Area, KMG is characterized by its breadth of market knowledge, creative originality, deep understanding of the multicultural mindset, and a unique Pan-ethnic vision. KMG is an independently-owned and operated agency with no existing ties to any mainstream agency network. For more information on The Kobayashi Maru Group, call 650.577.2319 or visit www.kobayashimarugroup.com.