Draft:Intertrend Communications

• Comment: You've fixed one failed source. I can't access it as it's behind a paywall, but however good it may be, a single source won't make much difference. Per WP:NCORP, we need to see significant coverage of this business in multiple independent and reliable secondary sources. DoubleGrazing (talk) 21:45, 2 January 2024 (UTC)

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Intertrend Communications

Industry	Marketing, Advertising
Founded	1991 in Long Beach, California
Headquarters	Long Beach, California
Website	Official Website

Introduction

Intertrend Communications is a Long Beach,California based advertising and marketing communications agency. Beyond its Long Beach location, it has a regional office in Plano, Texas. The agency provides creative, media, brand planning, direct-marketing, interactive, design, and public relations services.

History

Intertrend Communications was founded in 1991 by Julia Huang, citing a desire to create marketing communications directly targeted towards the growing Asain American demographic. In 2004 Intertrend was part of Toyota’s brand tagline shift, covering the Hispanic and Asian American markets. By 2006 Intertrend entered the top 5 multicultural agencies in terms of revenue from marketing to Asian Americans. In 2008, Intertrend won an award in the Asian-American category in at Association of National Advertisers (ANA) Multicultural Excellence Awards for its work with State Farm.

In 2011, Julia Huang & Intertrend were featured in NPR’s coverage on reaching the Asian American market with in language communications. In 2012, Intertrend collaborated with WongFu productions to produce a web series called Away we Happened, which garnered near 10 million views and high levels of user engagement, highlighting an early success in Asian American focused content marketing. Additionally, for the aforementioned “Away We Happened” content series won a 2013 Bronze Effie.

In 2021, Intertrend’s non-profit arm Creative Class led an initiative titled “Couriers of Hope”, an art initiative centered around exchanged artwork between students and professional artists using envelopes as canvas to explore personal experiences around hope. The initiative received over 160 submissions from professional artists & over 400 submissions from students. In 2023 Intertrend, alongside Saatchi & Saatchi and Conill Advertising created a marketing campaign for the multicultural market for the newly redesigned Toyota Prius Prime. Intertrend developed two spots for the campaign, titled "Reborn" and "Exhilarating". In 2024, Intertend won another Effie for it’s “Day One” campaign with Toyota, under the multicultural product category.

Partnerships with the City of Long Beach

Intertrend’s Long Beach office, located at 228 E Broadway in Long Beach, was purchased from the city of Long Beach for $1. The $1 price tag for the building and land was due to two major factors. The first is due to the fact that the building had ended up with a negative assessed value of $350,000, as a result of the disrepair caused by the lack of maintenance over the years. Second is the building’s status as a historical landmark, making it unable to be razed.

The building was built in 1905, making it the second oldest commercial building in Long Beach. The building itself is often referred to as “The Psychic Temple”, a name given to it by the original owner W.R. price, the founder of a doctrine he called the New or Practical Psychology. Eventually Price would lose control of the organization, and the building was auctioned off in 1911.

It was eventually purchased by the city of Long Beach in 2000, in the hopes of redeveloping it. Since the price of renovation was too high for the city to publicly fund, it continued to sit until it was eventually purchased by Intertrend. Due to the negative assessed value, the city of Long Beach sold the building to Intertrend for $1, under the agreement that  Intertrend would fix the property. In 2015, renovations on the Psychic Temple were completed and the building resumed operations as Intertrend Headquarters.

Since 2015, Intertrend and art nonprofit Creative Class Collective have been organizing Long Beach Walls and Art Renzei an annual, week-long summer art festival. Long Beach Walls, formerly known as POW! WOW! Long Beach, is a yearly mural initiative whose objective is to beautify the city through the painting of public murals As of 2024, the partnership has created 120+ murals throughout the city of Long Beach.

Asian American Empowerment Initiatives

Intertrend has partnered with Creative Class Collective to start an organization known as Make Noise Today, an initiative focused on empowering youth to champion equity by amplifying stories of Asian Americans. The initiative started in 2020 in an attempt to combat rising anti Asian American sentiment during the Covid Pandemic. During this time, the Make Noise Today organization encouraged Asian Americans to share their stories on social media platforms with the #makenoisetoday in a bid to gain greater control over the media narrative.

In 2021, Make Noise Today partnered with other organizations such as the ACLU of Southern California, and USC pacific Asia Museum to organize and host “Youth Against Hate” a rally held in downtown Los Angeles on May 8th 2021. Five education toolkits were also released, as a way to help enable educators to broach these topics with their students.

In 2023, Make Noise Today launched a yearly scholarship initiative. Scholarship submissions focus on Asian American high schoolers unique experiences with race and culture, through whichever medium they choose. Winners won a cash prize and had their work displayed in the Billie Jean King Main Library as part of a limited time exhibition.