{"id":12049,"date":"2026-05-01T20:59:33","date_gmt":"2026-05-01T20:59:33","guid":{"rendered":"https:\/\/wildgreenquest.com\/?p=12049"},"modified":"2026-05-01T20:59:33","modified_gmt":"2026-05-01T20:59:33","slug":"the-one-question-that-transforms-your-marketing","status":"publish","type":"post","link":"https:\/\/wildgreenquest.com\/?p=12049","title":{"rendered":"The One Question That Transforms Your Marketing"},"content":{"rendered":"


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Julia Huang is the founder and CEO Intertrend Communications<\/a>, which prides itself on being \u201cthe Most Award-Winning Result Driven Asian American Advertising Agency.\u201d The company was launched in 1991, \u201cbefore \u2018multicultural marketing\u2018 was even considered a serious growth category,\u201d Huang told Entrepreneur.<\/em> Here she breaks down the launch and growth of her company, and how its success is built on a desire to connect with consumers on an emotional level.<\/p>\n

Please give the elevator pitch of your business.
<\/strong>Intertrend is a multicultural agency built on a simple idea: Asians in America are not just a demographic box to check. We have helped brands understand that culture is not a niche tactic. Thirty-plus years in, we\u2019re still the most awarded shop in the space, and still the most curious.<\/p>\n

What inspired you to create this business?
<\/strong>My \u201caha moment\u201d was realizing, at that time, multicultural marketing meant just translating an English campaign. Yet language without cultural understanding did not create a connection. I saw ads that technically spoke the language but emotionally said nothing. We realized there was an opportunity to bring creativity, strategic thinking and cultural empathy into a space that had mostly been treated as an afterthought.<\/p>\n

What is the difference between your company and other creative agencies?
<\/strong>The differences are subtler than people think. We all have smart people, talented creatives and access to useful data. I don\u2019t think we are necessarily comparing ourselves with other creative agencies, but we keep questioning our own assumptions about the communities we serve, because those communities keep changing faster than us feeling content selling ourselves as \u201cexperts.\u201d The discipline to never stop evolving, I hope, is the difference.<\/p>\n

Any lessons about effective marketing you can share?
<\/strong>Data can tell you what people do. But culture will explain why they do it. That is always where breakthrough ideas live. Audiences, maybe especially multicultural audiences, have been pandered to for so long that they can detect being a check box from a mile away. Shifting the marketing question from \u201cHow do we reach this audience?\u201d to \u201cWhat does this audience already believe, and what do we NOT know about them?\u201d outperformed all the time.<\/p>\n

Please share a stat on your business that you are particularly proud of.
<\/strong>In the world of advertising, surviving one decade as an independent shop is hard. Surviving three while staying culturally relevant is even harder. But the stat I\u2019m actually most proud of is our client tenure. The majority of our top clients have been with us for more than two decades. It\u2019s this number that tells me we\u2019re doing the work right.<\/p>\n

What does the word \u201centrepreneur\u201d mean to you?
<\/strong>I think \u201centrepreneur\u201d has become one of the most overused business labels. To me, entrepreneurship is the ability to see possibility where others see inconvenience. It\u2019s less about ambition and more about a specific kind of obsession. If you\u2019re not a little obsessed, you\u2019re not an entrepreneur \u2014 you\u2019re just self-employed. Especially for immigrant entrepreneurs, it is also about identity, survival, and sometimes proof that you belong in rooms that were not originally designed for you.<\/p>\n

What is something many aspiring business owners think they need that they really don\u2019t?
<\/strong>Scale. Or more precisely, the tendency to focus on scale before figuring out if what they\u2019re building is actually worth scaling. We live in a world where bigger is considered better. If we are \u201cbig\u201d we can raise more, hire faster. But scale without a growth strategy isn\u2019t growth, it\u2019s inflation. I personally wished I had the luxury of asking myself, \u201cWhat does the right size look like for the business I actually want to run?\u201d when I started.<\/p>\n<\/p><\/div>\n

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Julia Huang is the founder and CEO Intertrend Communications<\/a>, which prides itself on being \u201cthe Most Award-Winning Result Driven Asian American Advertising Agency.\u201d The company was launched in 1991, \u201cbefore \u2018multicultural marketing\u2018 was even considered a serious growth category,\u201d Huang told Entrepreneur.<\/em> Here she breaks down the launch and growth of her company, and how its success is built on a desire to connect with consumers on an emotional level.<\/p>\n

Please give the elevator pitch of your business.
<\/strong>Intertrend is a multicultural agency built on a simple idea: Asians in America are not just a demographic box to check. We have helped brands understand that culture is not a niche tactic. Thirty-plus years in, we\u2019re still the most awarded shop in the space, and still the most curious.<\/p>\n

What inspired you to create this business?
<\/strong>My \u201caha moment\u201d was realizing, at that time, multicultural marketing meant just translating an English campaign. Yet language without cultural understanding did not create a connection. I saw ads that technically spoke the language but emotionally said nothing. We realized there was an opportunity to bring creativity, strategic thinking and cultural empathy into a space that had mostly been treated as an afterthought.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n


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Julia Huang is the founder and CEO Intertrend Communications, which prides itself on being \u201cthe Most Award-Winning Result Driven Asian American Advertising Agency.\u201d The company was launched in 1991, \u201cbefore \u2018multicultural marketing\u2018 was even considered a serious growth category,\u201d Huang told Entrepreneur. Here she breaks down the launch and growth of her company, and how<\/p>\n","protected":false},"author":1,"featured_media":12050,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[],"class_list":{"0":"post-12049","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-green-brands"},"_links":{"self":[{"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/posts\/12049","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12049"}],"version-history":[{"count":0,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/posts\/12049\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/media\/12050"}],"wp:attachment":[{"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12049"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=12049"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=12049"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}