ALSFU
01—OUR MANIFESTO
EN
the fundamentals
the inner workings of intertrend
where culture and 1 content meet
01—OUR MANIFESTO
CON TEM 4
01—OUR MANIFESTO
01 our manifesto
M TS 02 our purpose 03 our roles
04 what we live by 05 our process
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OUR MA NI FES 01—OUR MANIFESTO
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01—OUR MANIFESTO
The culture that surrounds us is never static; rather, it’s a by-product of many different human experiences and their resulting outcomes. Intertrend was founded in 1991 to connect brands with multicultural movements and to understand global creative culture. Unlike many other agencies, in which multiculturalism has only most recently garnered importance, Intertrend’s belief in diversity is part of our DNA. Understanding the cultural complexity of our world has inspired us to connect with diverse consumers in more meaningful and captivating ways. While others play catch-up, we continue to dive deeper into appreciating, interpreting, and harnessing culture—from race and ethnicity to passionate creative subcultures—and how such forces disrupt worldviews. We sit at the intersection of multiple worlds, groups, and interests and serve to galvanize the ideas that shape our world. Our purpose and goal is to serve these cultures with deeply resonant and exceptional experiences. THIS IS HOW WE WORK.
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02—OUR PURPOSE
Mission
We create deeply resonant and exceptional consumer experiences.
Experiencing True Global Perspective We sit at the intersection of Eastern and Western cultures. This provides us with an authentic understanding of both sides of the equation. We tap into the very important and often subtle nuances nestled in the subcultures within each region. The experiences we strive to create and the stories we highlight are driven by a desire to impact those far beyond our own communities. We thrive in decoding and demystifying movements that will ultimately play an integral part in shaping our world. →
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Case in Point
UNEXPECTED CONNECTIONS Unexpected Connections brought together a global list of speakers from around the world to share their experiences and insights on creative culture. Over the course of a day-long conference, our speakers introduced unique thoughts and ideas that
allowed attendees to understand the minds of global leaders and how they work in multifaceted environments. Through Intertrend’s connections and pulse on the big movements shaping our world, we continue to be astute interpreters, bringing clarity to an increasingly complex world.
KCON In 2015, prior to the Hallyu trend and the wave of Korean pop culture reaching critical mass in the US, we forged a partnership between Toyota and KCON USA. For the sponsorship, we created a web series in which K-pop fans could see their favorite K-pop stars prepare for KCON, treated fans to meet and greets, created exclusive AR filters, and more.
Today, KCON attracts well over 100,000 fans in LA and NY each, a majority of whom are not Asian American. We were able to identify this as an opportunity early on because of profound interest in bubbling subcultures that are ripe for expansion into the rest of the world.
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02—OUR PURPOSE
Vision
To be the most designdriven, tech-forward creative agency, agile in thought and action.
Intersecting Culture and Tech Rapid technological innovation brought us incredible tools that both amplify and democratize our sharing and creative processes. Digital technology supercharges our efforts to expose and elevate untapped voices in our world. →
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Case in Point
TOYOTA CARNIVAL Toyota Carnival was an opportunity to strengthen the Asian segment’s affinity towards hybrid vehicles and increase consideration. The funfilled pop-up carnival served as an interactive way to educate individuals on what a hybrid can offer. This celebration mixed the unexpected features of hybrids with diverse landscapes representing different extremes, from the hyper city to the
ultimate outdoor adventure (through immersive and interactive vehicle “Land” exhibits). Each land included multi-sensory educational games, fun AR technology experiences, and hallmark entertainment line-ups to create a momentous, shareable event. The event garnered 8,200,000 impressions, 430,000 engagement across 49 media outlets and increased purchase consideration of Toyota Hybrid pre/post by 14%.
THE ART OF BLOOM Throughout history, people have used flowers as vessels to communicate various intimate meanings and messages. At our happiest and saddest, at our birth and death, flowers have always been by our side. Symbiosis is the theme of the debut installation of The Art of Bloom. The multi-faceted event spans innovative
and ground-breaking experience revolving around AR, scent-based activations, and flower-infused dinners. Through the Art of Bloom, Intertrend is reimagining the future of experience and consumer connection.
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02—OUR PURPOSE
Values
We are inspired and driven by a desire to elevate our workforce, creativity, and the communities that shape and define us.
Providing a Platform for Community Intertrend’s Asian DNA embodies the idea of paying it forward. In our eyes, every generation has a responsibility and duty to ensure that the next cohort is capable of developing and innovating beyond their predecessors. As champions of global creative culture, we’ve worked tirelessly to dispel the myths and typecasting of whole cultures while celebrating contributions of all diversity. We understand and recognize how to create multi-disciplinary experiences that resonate across numerous planes. The connection we foster in our activations and stories serves as the catalyst to elevate our teams and empower our communities. →
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Case in Point
POW! WOW! LONG BEACH POW! WOW! LONG BEACH is an annual street art mural festival that introduces artists from around the world to the city of Long Beach, California. The week long event spans over 40 square miles of Long Beach, with community participants from Long Beach and beyond.
POW! WOW! is an example of what can result from pushing to elevate our workforce, creativity, and community: highly engaged audiences of different walks of life coming together to beautify and enjoy the place we live.
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03—OUR ROLES
01
02
Interpreters
Intermediaries
We interpret
We serve as
and make sense
intermediaries
of a complex
to project and
and challenging
communicate big
world. Our broad
ideas to relevant
perspective allows
audiences. Our
us to understand
strengths lie
trends and package
in executing
information into an
generationally-
easily understood
defining ideas and
format.
linking them to relevant audiences.
03
04
05
International
Interdisciplinarians
Interrupters
Our direct inroads
Our extensive
As interrupters,
across multiple
experience and
we possess the
cultures in America
network provide us
confidence and
and Asia allow us
with a comprehensive
belief that our voice
to create a complex,
rolodex of talent to
deserves to be
interconnected
execute and create
heard. We seize the
web that is almost
unrivaled work.
right moments and
impossible to
opportunities to push
replicate.
things forward.
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WHAT WE 01—OUR MANIFESTO
LIVE
T
0 4 —W H AT W E L I V E B Y
01
02
Openness to Fail
Passionate Talent
Failing is a critical part of our
Great firms have access to top
process. We’ve failed countless
talent. Intertrend finds ways to
times taking risks, whether
attract the best and brightest
partnerships that didn’t quite
through exciting work and
align or investments that didn’t
flexibility in the workplace. Our
breakthrough. Our successes
team encompasses a diverse set
are the by-product of accepting
of studio artists, moonlighting
potential failure to reap long-term
musicians, entrepreneurial
benefits. Failure enables new
side hustlers, data geeks,
thinking, and with every additional
literature bookworms, techies,
challenge we overcome results in
cultural anthropologists, design
new solutions.
enthusiasts—all passionate about our work, culture, and innovation.
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0 4 —W H AT W E L I V E B Y
03
04
Diversity
High Standards / Execution
Our core is fundamentally
Execution separates mediocrity
diverse and highly-capable of
from greatness. The most
tackling the complex challenges
important driver of success is
culture and brands face today.
the final outcome. Intertrend’s
Our multifaceted group prides
consistently high standards of
themselves on the ability to see
excellence means we can provide
problems from an array of angles..
a repeatable and enduring offering to exceed our clients’ expectations.
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05
06
Innate Curiosity
Transparency and resilience
Transformation begins with
Transparency leads to resilience.
curiosity. We must all make a
Firms that are transparent from
conscious effort to open our
the top down and bottom up
minds and to constantly explore
ensure that processes are clear,
and consider new ideas defining
leaving no space for second
our world around us. Our
guessing. In an ultra-connected
agency is constantly collecting
world, firms with the self-
information and knowledge, but
awareness and confidence to
also extracting insights via critical
address their own challenges
thinking that pushes the work of
will come out on top. Creative
our partners further.
reinvention is core to longevity and generation-defining movements.
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05—OUR PROCESS
01
02
Discovery
Strategy Creation
Identify the ultimate end goal and needs, define market opportunities, learn about considerations, context, and hurdles.
Leverage strategic insights, business data, market, brand and consumer assessments. Develop a strategic approach.
SP 03
Design/ Concept Solution
04 Develop
Construct solutions based on the available insights and data and consider uncertainty and unexpected factors.
Execute the plan under the right team and resources.
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05
06
Analyze/Assess
Optimize
Track the progress of the goal and identified key learnings.
Apply learnings and refine. Identify what’s next to grow bigger and better.
OUR PRO CESS