to our readersto our readers: greetings

Spring is in full-swing this month and summer is right around the corner. This calls for a lot of outdoor activities so be sure to check out our community and professional calendars for happenings near your area. In addition to Jewish Heritage Month, May is also Asian-Pacific American Heritage Month, fitting for our spotlight community in this edition of réd: Filipino Americans. Enjoy soaking up the sun and multicultural knowledge!
-- Team Améredia

spotlight on the Filipino Communityspotlight on: the Filipino community

Filipino Americans, also known as "Fil-Ams," make up only a little over 1 percent of the total U.S. population at 3.1 million, but they are the second largest Asian American subgroup after Chinese Americans.

The number of Filipino American immigrants tripled between 1986 and 2006 and California is now home to half (1.2 out of the 2.4 million) of them. High concentrations reside in Greater Los Angeles and the San Francisco Bay Area. Filipino community enclaves known as Little Manila (or Manilatowns or Filipinotowns) are found throughout the nation, with especially larger ones in Daly City near San Francisco and in Carson and West Covina near Los Angeles.

Filipinos reported a median household income of $74,983 in 2007, a 61 percent increase from 2000 and 25 percent more than the national average, according to the Census. This can be attributed to the ongoing stream of highly educated and highly skilled Filipinos from the Philippines and to second and third generation Filipino Americans completing college. A notably large number – about 20 percent – of the Filipino workforce is employed in the educational, health and social services industry:

From the outset of their arrival in Hawaii and the Pacific Coast, Filipinos encountered prejudice and discrimination while pursuing economic and educational goals as a color-visible minority. Over the years, though, they have quickly become one of the most "Americanized" ethnic groups in the country. Tagalog, the language spoken by most Filipinos, and English are used interchangeably in different areas of Filipino society such as business, government, journalism and education and about 43 percent of the Fil-Am population only speak English at home. The remainder speaks some sort of Filipino dialect alongside fluent English.

The Philippines is the only Asian country with Christianity as a predominant religion. Eighty-one percent of Filipino Americans claim Catholicism and another 12 percent cite other Christian groups. This can likely be attributed to the 300-plus years of Spanish Catholic reign in The Philippines. Fil-Ams are known to have a very tight-knit family whose cultural traditions resemble those of other Hispanic cultures.

Filipino Organizations
The Filipino American community has a variety of professional and cultural organizations in the U.S., a few of them listed below.

Thai American Friendship Organization
Council of Philippine American Organizations
Filipino American Chamber of Commerce
Filipino American Network
Filipino American Service Group
Filipino American Association of San Diego
Federation of Filipino American Associations
Federation of Philippine American Chambers of Commerce
Filipino American Society of Architects and Engineers
Cultural Society of Filipino Americans
Filipina Women's Network
Filipino American National Historical Society

community eventsto go: community events

The Asian Heritage Street Celebration is here! More than 100,000 people are expected to
gather on May 21 for California's largest Asian Pacific American event. The festival will be held in the Civic Center
and Little Saigon neighborhoods in San Francisco on Saturday, May 21 from 11 a.m. to 6 p.m.

May 4-8 San Gennaro Italian Feast @ Las Vegas, NV
May 1-23 Fiesta Asian @ Washington, DC
May 2-8 Lucky Rice Festival @ New York, NY
May 5-8 Mayfest @ Dallas, TX
May 6-7 Cinco de Mayo Festival @ Chicago, IL
May 7 Cinco de Mayo Festival @ San Francisco, CA
May 7-8 Cinco de Mayo Festival @ Denver, CO
May 14 Festival de Mayo @ Houston, TX
May 14 Taiwanese Cultural Festival @ San Francisco, CA
May 14-15 Italian Market Festival @ Philadelphia, PA
May 14-15 International Food Festival @ New York, NY
May 15 Ao Dai Festival @ San Jose, CA
May 13-15 Oakland Greek Festival @ Oakland, CA
May 28-29 Carnaval and Grand Parade @ San Francisco, CA

Professional Eventsto go: professional events

TiEcon 2011, the world's largest conference for entrepreneurs, is on May 13 and 14 at the Santa Clara Convention Center in California.

CelebrAsian is the oldest and largest annual pan Asian American business conference in the U.S. and is designed to help small and minority business enterprises compete in the mainstream market. It's all happening from May 23 to 25 at the Millennium Biltmore in LA.

May 2-3 Hispanic Business Symposium @ Washington, D.C.
May 3 Marketing to the New America Forum @ New York, NY
May 5 Latinas & Power Symposium @ Cromwell, CT
May 6 Korean Family Benefit Gala @ New York, NY
May 10 California Businesswomen Conference @ San Francisco, CA
May 11-12 Women of Color Leadership Conference @ Atlanta, GA
May 12-13 Asian Marketing Summit @ Las Vegas, NV
May 13 Hispanic Professionals Job Fair @ Washington, D.C.
May 14 Silicon Valley Latino Leadership Summit @ Stanford, CA
May 18 American Indian College Fund Reception @ New York, NY
May 19 ASPIRA Anniversary Salute @ New York, NY
May 22-25 Black Entrepreneurs Conference @ Atlanta, GA
May 23-25 Small Business Summit @ Washington, D.C.
May 31-June 4 Diversity in Higher Ed Conf @ San Francisco, CA

Mark Your Calendar: upcoming events

The Multicultural Marketing Summit has a new name and it’s coming to Miami this October. The New American Mainstream Business Summit will garner nationwide thought leaders in multicultural marketing. Takes place Oct. 26-28 at the Epic Hotel in Miami.

Market Researchin the know: market research

Women Car Buyers Prefer Asian Brands

Women seem to consistently prefer Asian car brands over domestic ones. Toyota, Honda, Nissan and Hyundai dominate women’s top 5 car choices across all ethnicities, and African American and Hispanic women were the only groups to have a domestic car brand in their top 10 choices.

American Households More Diverse Than Ever

A report on media consumption from the Nielsen Company found that diversity in all its dimensions defines the emerging American Family archetype: mobile is key for Hispanics, African Americans dominate TV viewership and Asian Americans lead in online media.

Asian-Owned Businesses Grew Twice the Rate of U.S. Average

Asian-owned businesses in the U.S. increased by 40.4 percent to 1.5 million between 2002 and 2007, according to U.S. Census Data. The number is more than twice the national rate and accounts for $507.6 billion in receipts.

On The Webon the web: insights

Toyota, Ford and Chevy Top Brands for African Americans

A new market research report suggests that Toyota is the leading top auto brands among African Americans, followed by Chevrolet and Toyota. Those three carmakers plus Honda and Nissan constitute about 60 percent of the African American market.

Four Ways to Connect with Multicultural Audiences

In order to reach a broad audience, you have to focus on a very specific one, says Kalil Vicioso. Brands that want to remain relevant and forward-thinking in this new age of multiculturalism must address four fundamentals for connecting with diverse audiences.

Multicultural Marketing Advice from USPS’s Pranab Shah

It’s a service used by all ethnicities alike: mail. Pranah Shah, VP and managing director of global businesses at U.S. Postal Service, shares what all brands can learn from marketing such a ubiquitous service to a multicultural audience.

In The Newsin the news: our clients/partners

Geoscape and Scarborough Join Forces for Robust Hispanic Research

Geoscape, a multicultural consumer intelligence provider, and Scarborough Research have teamed up to provide in-depth information and data on the purchasing power, brandy loyalty, media preferences and acculturation of Hispanic consumers.

Asian American Channel Unveils Fresh Content and Network Platform

MYX TV, an Asian American channel, announced a new look, a tech-forward multi-platform network and a lineup of strong, locally produced and original content. The revamp brings the best of Asian American media to consumers coast to coast, said International Media Distribution.

Agency Reportabout us: agency report

Améredia in April was named a Fast 50 Asian American Business by the U.S. Pan Asian American Chamber of Commerce, marking the third diversity-owned business recognition that the agency receives this year alone. We will be awarded at the Celebrasian Conference in Los Angeles from May 23 to 25. Our excitement carries on throughout the month as well as in our work: Asian Pacific American Heritage Month is the focal point of many of our multicultural marketing campaigns this month, in addition to Cinco de Mayo and Mother's Day. The themes are heartening reminders of the cultural traditions that underscore our line of work and we always look forward to the celebrations of forthcoming months.

Emma award

Améredia was named a “Top Business in America” by in January, winning a total of five awards for its multicultural business practices. Awards include:
Top 500 Asian Owned Businesses in the U.S.
Top 100 Subcontinent Asian American Businesses in the U.S.
Top 100 Diversity Owned Businesses in California
Top 100 Women Owned Businesses in California
Top 100 8(a) Businesses in the U.S.

We love multiculturalism and it shows. Call/e-mail us or fill in this form for new business inquiries.

Sources: U.S. Census, World Wide Web and Team Améredia

We would love to hear from you! Submit tips and contributions to Or subscribe to our newsletter.

census 2010 fast facts
Hispanics accounted for more than half of the 27.3 million U.S. population growth in the last decade.

• At 43%, the Asian alone population grew faster than any other race group from 2000 to 2010.

• About half of the 37.7 million African American population now lives in the suburbs.

multicultural snapshot

cultural snapshot
A result of three centuries of Spanish colonization, Filipino culture is one of the few – if not the only – Asian countries with significant Hispanic influence tied to its roots. Traditional Hispanic holidays such as Dia de los Muertos (Day of the Dead) are celebrated within the eminent Christian community and foods like adobo, longganisa and lumpia are a hybrid of Hispanic and Asian dishes.

media sheet
Unrevealed by its name, the Asian Journal is one of the most prominent Filipino American publications in the U.S. With editions in Los Angeles, San Francisco, Las Vegas, Orange County and New York, the 24-year-old publication circulates more than 110,000 copies to the Fil-Am community every week.

bite-sized language
A derivative of Tagalog, Filipino is spoken by about one-third of the population in the Philippines and as a second language by the majority of the rest. In the U.S., it follows Chinese as the second most-spoken Asian language with about 1.5 million speakers.

Good morning: Magandáng umaga
Thank you: salamat

Ethnic Technologies compiles the most comprehensive lists and data services for language-preference, ethnic, cultural and religious market-targeting, including Filipino.

good eats
good eats

Filipino Pork Adobo
This quick and easy adobo recipe highlights the Asian and Hispanic fusion that is found in many traditional Filipino dishes.


1 cup distilled white vinegar
1 cup soy sauce
1/2 cup ketchup
1 tablespoon minced garlic
3 bay leaves
1 teaspoon fresh-ground black pepper
2 1/2 pounds lean pork, cut into 1 inch cubes
1 pound small green beans, trimmed (optional)

Mix all ingredients except for the pork in a large saucepan. Add the cubed pork and bring to a boil over high heat. Reduce heat to medium-low, cover and simmer until the pork is tender for about 2 1/2 hours. Stir occasionally. Add green beans during the last half hour of cooking.

Review our Filipino creative developed for Comcast.


meet améredian, Irina
"I crunch numbers at Améredia"
I was raised in a family of scientists in Novosibirsk, the Capital of Siberia. My grandmother is from Poland and other members of the family come from Belarus and Russia. At Améredia, I saw the opportunity to not only bring my math expertise to the table, but also to help reach out to the Russian population by sharing my own cultural insight with the entire team.

global calendar
May: Asian American Heritage Month
May: Jewish American Heritage Month
May 2: Dos de Mayo (Spain)
May 3: Constitution Day (Poland)
May 5: Cinco de Mayo (Mexico)
May 9: Victory Day (Russia)
May 8: Mother's Day (U.S.)
May 10: Mother's Day (Mexico)
May 8: Parents' Day (Korea)
May 15: Independence Day (Paraguay)
May 17: Wesak (Buddha Day)
May 18: Independence Day (Israel)
May 21: Sheep Festival (Cameroon)
May 27: Children's Day (Nigeria)
May 28: Flag Day (Philippines)
May 30: Memorial Day (U.S.)

April 2011 Newsletter
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