K & L Advertising's philosophy can be summed up in two phrases: "Focus on Marketing," and "Leading Innovation."
K & L's "Focus on Marketing" acknowledges that the value of multicultural marketing is in the rigorous application of marketing techniques to drive quantifiable, bottom-line, incremental business growth for our clients. Our agency does not advocate multicultural marketing for appearances-sake, to be politically correct, or solely for corporations to achieve the public perception of progressive thinking. Rather, we believe that multicultural marketing offers the opportunity to communicate with under-served segments in the marketplace and, thereby, realize consumer value which is currently being 'left on the table.'
K & L's commitment to "Leading Innovation" is ingrained in the 'pioneering' culture within our agency. As one of the first Asian-American agencies established in the mid-1980s, K & L has always taken a proactive stance with respect to developing the Asian-American marketplace, including the marketing tools and channels that serve this marketplace. Our agency's motto is, "If a client needs something and it doesn't exist, let's create it." To this end, K & L has been responsible for a series of "firsts" in the Asian-American market. These "firsts" have drawn attention from corporate America and, thereby enabled our industry to grow as a whole.
Among K & L's many innovations:
We were the first agency to publish an SRDS-like guide to the Asian-American media, published in three successive print editions
We pioneered the use of many non-traditional media vehicles from in-community theater advertising, to in-language videocassette rentals, to many non-traditional out-of-home mediums
We established and solidified the viability of direct mail programs in the Asian-American market through our founding and eventual spin-off of a company called Segment Data Management (recently renamed Ethnic Data Management) which houses the largest database of Asian-American consumers including 3+ million consumer household records
Our Philosophy
Among K & L's many innovations: