When Julia Huang founded Intertrend Communications in 1991, multicultural marketing was barely a blip on the advertising radar. Yet her agency didn't just survive—it thrived for over three decades, becoming the most award-winning Asian American advertising agency. The secret? A single shift in her marketing question: from "What do we want to say?" to "What does the audience truly want to hear?" This simple but profound pivot unlocked a new approach to connecting with diverse communities. Here are 10 essential lessons from Huang's journey that can help any entrepreneur build a enduring business.
1. The One Question That Changed Everything
Huang realized early that traditional marketing focused on broadcasting messages. Instead, she asked, “How can we resonate with the Asian American audience on their terms?” This question shifted the agency from talking at people to engaging with them. By prioritizing audience needs over brand ego, Intertrend created campaigns that felt personal and relevant. This approach built trust and loyalty, proving that listening is more powerful than shouting.
2. Launching Before the Trend
Intertrend started in 1991, when multicultural marketing wasn’t a recognized category. Huang saw an opportunity where others saw a niche. By entering early, she positioned her agency as a pioneer. She also avoided competing in a crowded market. This timing allowed her to define the category and set standards, giving her a lasting competitive advantage.
3. Focusing on Results, Not Just Representation
Huang insists on being “result-driven.” She didn’t just create ads; she measured their impact on sales and brand perception. The agency’s many awards aren’t trophies—they’re proof that authentic messaging delivers business outcomes. This focus on ROI convinced skeptical clients that multicultural marketing wasn’t just nice to have; it was essential.
4. Embracing the Diversity Within Diversity
Asian America isn’t a monolith. Huang understood that Chinese, Korean, Indian, and Vietnamese audiences have distinct cultures, languages, and values. Her agency segments campaigns accordingly, avoiding one-size-fits-all strategies. This granularity builds deeper connections. It also teaches a broader lesson: know your audience’s subgroups intimately.
5. Authenticity Over Stereotypes
Too many campaigns rely on lazy stereotypes. Huang insists on genuine representation—using real stories, faces, and voices from the community. This authenticity resonates because it respects the audience. For example, featuring actual families or cultural traditions rather than generic “Asian” imagery. This builds credibility and avoids backlash.
6. Evolving Over Three Decades
The Asian American market has changed dramatically since 1991—new immigration patterns, generational shifts, and digital media. Huang kept Intertrend agile by constantly learning and adapting. She invested in research and technology, ensuring the agency stayed relevant. Longevity isn’t about sticking to a formula; it’s about evolving with your audience.
7. Building a Culture That Attracts Talent
A great agency needs great people. Huang fostered a workplace where diverse voices are heard and valued. This culture attracts top talent from the communities she serves. Employees bring authentic insights that fuel creative work. She also prioritized mentorship, creating leaders who could carry the mission forward.
8. Overcoming Early Doubts
When Intertrend launched, many clients didn’t see the need for specialized marketing. Huang faced skepticism and had to prove the concept. She tackled this by generating case studies with clear results. Each success silenced a critic. Her persistence taught that you can’t wait for permission to create a new market—you have to demonstrate its value.
9. Influencing the Industry
Intertrend’s success helped legitimize multicultural marketing as a serious category. Today, major brands have dedicated budgets because pioneers like Huang showed the way. Her agency didn’t just serve clients; it shifted the entire industry’s perspective. This illustrates how a single business can become a catalyst for change.
10. The Power of a Single Shift in Perspective
Ultimately, all these lessons stem from that initial question change. By centering the audience’s desires, Huang built a business that wasn’t just profitable but also meaningful. For entrepreneurs, the takeaway is simple: stop asking what you want to say, and start asking what your audience wants to hear. That one shift can transform your entire strategy.
Julia Huang’s three-decade journey with Intertrend Communications isn’t just a story of business success—it’s a masterclass in understanding your audience. Whether you’re launching a startup or leading a legacy company, her approach proves that listening with empathy is the most powerful marketing tool. By asking the right question, you too can build a business that endures and thrives.