Grown Man B-I: Cashmere Agency

An article by CHICAGORilla    8 Comments

(spotted @ SOHH)

Based in Inglewood, Ca., Cashmere Agency was founded in 1999 and is the premier lifestyle marketing agency which seamlessly integrates trends and emerging technologies into entertainment marketing and music management.The Cashmere Agency recently developed marketing campaigns for E! Network’s “Snoop Dogg’s Father Hood,” “Keeping Up With The Kardashians” and Style Network’s “Kimora: Life in the Fab Lane”. Cashmere Agency’s diverse client roster also includes Adidas, Sprite, Coca Cola, Interscope Records, Chrysler and Disney. www.cashmereagency.com

Know Your Audience, Then Connect With Them
Rona Mercado, Vice-President Marketing & Strategy, “It takes knowing your demographic; who you’re marketing to, knowing where they are, what they do, what they like and how they like messages being delivered to them. Cashmere has a team of thirty people spread across the country who are trendspotters for us. They can tell us what’s hot in that market, what the temperature is, etc, which helps put together strategic marketing plans.We started with street team marketing and now we’re taking it online where a lot of our target demographic is. A lot of our campaigns are a call to action, saying ‘Hey if you want to check this out here’s a website or a contest,’ basically something compelling to engage your target demographic.”

Ted Chung, Chairman, “For us that process is called CDC – Connect, Direct and Collect. You have to connect to your consumers and the audience you’re trying to reach and that can be through multiple mediums, it might be through online, it might be through street teams, it might be tv or print, but you have to be dynamic and as a small company that’s our competitive advantage. We’re all gadget lovers, we all stay on top of what the newest trends are and how consumers like to communicate with their brands. So we connect our promotional strategies between the brand and the consumers Then we have to direct them somewhere, a website,a phone number, a retail store and you should always retain something from them whether that’s information, opinions or sales revenue. It’s important to stay dynamic and stay in touch with how the youth is changing their decision making habits because it’s constantly developing.”

 [youtube=http://www.youtube.com/watch?v=bwLnPAKYIQ0

 Greatest Moments in Cashmere Agency History:
Seung Chung, President, Cashmere Agency, “One of the greatest things for me personally was working with MTV on “Volcano High.” It was basically a Korean film, we did a remix so to speak and adapted it for the MTV audience. Ted and I were co-executive producers on the project. We provided our insight, our music and A&R experience, we identified music for the project and helped with the casting. It was an Asian martial arts film, remixed with wall to wall hip hop music. They changed the voiceovers to hip-hop artists to be the voices and changed the storyline. For us to be part of that, as an Asian American who has a passion for hip hop music, to bring all those worlds together in one project was a highlight for me personally. It was Andre 3000’s first movie, Method Man, Snoop, Kelis and Mya were also in it. It was it was the highest rated original film on MTV that year. It was before Jet Li and other Asian faces were on TV so for us to be involved with this, and this to be the first Asian project MTV did was pretty landmark for us.”