IW Group expanded into other demographics while keeping close to its core Asian base

IW Group, which has historically focused on reaching Asian audiences, is expanding to reach broader demographics–with strategies that continue to hit Asian consumers.See all of Ad Age's A-List 2022 winners here.This “bullseye and beyond” approach aims to create campaigns that resonate with Asian communities but also have a simultaneous reach to wider audiences such as Latinx, Black or LGBTQIA+ communities, said Nita Song, Nita Song, chief momentum officer.The agency does so by