FUNDAMENTALS

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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OUR

PU

UR

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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OUR

RO

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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