How East West Bank reached a younger Asian-American audience

This event report addresses how East West Bank, the financial-services group, has adapted its strategy to reach a younger audience of Asian-Americans.

How East West Bank reached a younger Asian-American audience

Sonia Paul

East West Bank wants to be seen as "not just your parents’ bank," Emily Wang, the company's SVP/Director of Marketing and Community Development, asserted at the Asian American Advertising Federation's (3AF) 2016 Asian Marketing Summit in Los Angeles.

Even with 42 years in the industry, the Pasadena, California-based bank – which originally focused on the Chinese-American community in the "City of Angels" when it started trading in 1973, and now runs over 130 locations in America and Greater China – is relatively young compared to many competitors....

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