David L. Archer Appointed Director of Public Relations and Publicity at New York's Fusia Advertising

Fusia, a DUMBO-NY based, full-service ad agency specializing in multicultural advertising and Integrated Marketing Communications (IMC), announced today that David L. Archer has been appointed as the Director of Public Relations and Publicity for the Agency.

New York, (PRWEB) December 14, 2003 -NY based, full-service ad agency specializing in multicultural advertising and Integrated Marketing Communications (IMC), announced today that David L. Archer has been appointed as the Director of Public Relations and Publicity for the Agency.

"David Archer, with his extensive experience in mainstream and multicultural event marketing, is definitely an asset, adding to our team's capability when it comes to alternative marketing solutions," said Elizabeth Kay, Fusia partner and chief editor of the New York Chinatown Travel Guide. "Smart marketers expect cost efficiency and impact. Traditional mass media and mass communications are rapidly losing their appeal due to their decreasing effectiveness; the fact is, no matter how you package your plan, you need to think unconventionally," said Ms. Kay.

David Archer brings extensive experience in marketing, public relations, and promotions to the firm. As the former Public Relations Director of Historic Hudson Valley, the Big Apple Circus and Senior Marketing Director with WWE, Mr. Archer has strong relationships with both mainstream and the ethnic communities. Besides his role at Fusia, Mr. Archer will continue to serve as the Marketing Director of the Annual Hong Kong Dragon Boat Festival in New York, one of the largest multicultural sporting events in the US.

Mr. Archer indicated that public relations in multicultural advertising differs from that of the mainstream. "Everything is about understanding. Obviously, you cannot apply the same communications formula in reaching complex ethnic markets. For example, ethnic audiences tend to have strong ties with their communities," said Mr. Archer. "Therefore, public relations in the ethnic sector involves keeping close relations not only with mainstream and in-language media, but also with community-based organizations."

Last year, Fusia Advertising helped the Asian American Business Development Center (AABDC) organize the first New York Lunar New Year Festival, Passage to Asia 2003, promoted the Empire State Lighting Ceremony at the Empire State Building, and published the first-ever New York Chinatown Travel Guide. In 2004, Fusia plans to expand its support to more community-based events, such as the Hong Kong Dragon Boat Festival in New York, by redeveloping its website to help bring more awareness to both the local and international audiences.

About Fusia Advertising -- Based in DUMBO-NY, Fusia specializes in multicultural advertising and Integrated Marketing Communications (IMC). Fusia team is a unique fusion of teams diverse cultural backgrounds and experiences in both mainstream and multicultural advertising. With emphasis on unorthodox marketing strategies and communications methods, Fusia offers a full range of ad solutions in reaching the mainstream and multicultural markets.

Current clients include; Esolis, Oxford Health Plans, Peter Arnold, the Hong Kong Economic and Trade Office in New York, the Hong Kong Dragon Boat Festival in New York, Asian American Tourism Board and Nara Bank.

For more information, please contact Cheehyung Kim, Media/Communications at 718-643-0311 ext. 107 or Elizabeth Kay, Partner at ext. 102 or visit www.fusia.net.
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