interTrend
InterTrend Communications is a full-service Asian American advertising agency founded in 1991, serving as Toyota's AOR for the Asian American segment and providing multicultural creative, brand experience, and community engagement services to enterprise clients across automotive, financial services, and consumer goods.
- Company typePrivate
- Founded1991
- HeadquartersLong Beach, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What interTrend does
InterTrend Communications is a full-service multicultural advertising agency founded in 1991 by Julia Huang, headquartered in Long Beach, California with a secondary office in Plano, Texas. The firm specializes in Asian American market advertising, serving as Toyota Motor North America's agency of record for the Asian American segment and producing award-winning campaigns across automotive, financial services, food and beverage, telecommunications, and government clients (Chase, Vitasoy, Bibigo, TD Ameritrade, iTalkBB, Covered California, Umeken). Core offerings span creative strategy, campaign development, media planning, brand experience, and experiential marketing, delivered through an enterprise retainer and project-fee model. The business operates two internal platforms: Intertrend Lab (R&D and innovation exploring culture, emerging technology, and community engagement) and Intertrend Plus (partnership extension), alongside wholly-owned sister entities Pivot Marketing Group (digital and programmatic advertising, est. 2012) and Rezonate Media (out-of-home advertising). The agency also maintains a parallel community ecosystem under the Port City Creative Guild non-profit, including the Long Beach Walls mural festival, Art Renzei, Architecture for Dogs (with MUJI's Kenya Hara), The Art of Bloom, Unexpected Connections speaker series, and the Psychic Temple community hub in downtown Long Beach. Notable recent work includes the multi-season Toyota GRIP anime series (2024–2025), the Toyota Tacoma Tailgate Challenge (404.8M reach), and the Day One campaign for Toyota, all of which have generated Effie, Clio, ANA Multicultural, 3AF, and Multicultural Excellence award recognition.
interTrend firmographics
Firmographics- Name
- interTrend
- Legal name
- Intertrend Communications
- Website
- https://intertrend.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- InterTrend Communications is a full-service Asian American advertising agency founded in 1991, serving as Toyota's AOR for the Asian American segment and providing multicultural creative, brand experience, and community engagement services to enterprise clients across automotive, financial services, and consumer goods.
- Ownership category
- akta.pro rank
interTrend industry classification
Industry- Product category
- Multicultural Advertising Services
- NAICS
- Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (541820), Public Relations Agencies (54182)
- SIC
- Communications Services, Nec (4899)
- akta.pro primary industry
- Integrated Advertising (Brand + Performance + Media) (BPAFAAAA)
Keywords
Where interTrend is headquartered
LocationHeadquarters
- HQ city
- Long Beach
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
interTrend business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Advertising and Marketing Services: Intertrend generates revenue through professional agency services including creative development, campaign strategy, media planning, and experiential marketing for enterprise clients. Revenue comes from project fees, retainers, and ongoing client engagements with major brands.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
interTrend product offering
Product offeringCore offering
Intertrend Communications is a full-service multicultural advertising agency providing creative strategy, campaign development, media planning, brand experience design, and community engagement services primarily targeting Asian American audiences. The agency operates as Toyota's agency of record for the Asian American segment and serves enterprise clients across automotive, financial services, food and beverage, telecommunications, gaming, and government verticals. Service delivery is supported by two divisions (Intertrend Lab and Intertrend Plus) and sister companies Pivot Marketing Group (digital/programmatic) and Rezonate Media (OOH advertising).
Product overview
Intertrend Communications is a multicultural Asian American advertising agency offering creative advertising services, brand experience campaigns, and community engagement solutions. The core offering is the advertising agency services, supported by two major divisions: Intertrend Lab (R&D innovation, emerging technology experimentation, community engagement, and venture incubation) and Intertrend Plus (innovation, partnership development, and business opportunity extension). The portfolio includes sister companies Pivot Marketing Group (digital/programmatic advertising) and Rezonate Media (OOH advertising), as well as community initiatives including Make Noise Today (AAPI advocacy), Port City Creative Guild (non-profit art), Long Beach Walls (public art festival), Art Renzei (multimedia art festival), Architecture for Dogs (design collection), The Art of Bloom (immersive AR exhibit), Unexpected Connections (speaker series), and Psychic Temple (community hub).
Differentiator
Problem solved
Functional benefit
Products and services
- Intertrend Communications - Creative Advertising Agency Services Full-service multicultural Asian American advertising agency providing creative strategy, campaign development, brand experience design, media planning, and community engagement for enterprise clients including Toyota, Chase, Vitasoy, Bibigo, and Covered California.
- Pivot Marketing Group Sister company providing digital and programmatic advertising services, leveraging data and audience insights for personalized digital marketing decisions for enterprise clients.
- Rezonate Media OOH advertising specialist offering out-of-home advertising campaigns driven by data, cultural insights, and community engagement.
- Intertrend Lab R&D innovation lab exploring culture, emerging technologies, community engagement, collaborative partnerships, and venture incubation to inform client work.
- Intertrend Plus Business extension platform that supports activities fostering innovation, partnership development, and increased opportunity for clients.
Quantifiable outcome
- Toyota GRIP campaign delivered 17,071,930 impressions with 105% campaign delivery and +9% pt increase in perception of Toyota as 'unexpected'
- +3 more outcomes
Companies that use interTrend
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles5 records
interTrend technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
interTrend partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Imprint Venture LabcoreImprint Venture Lab co-founded Architecture for Dogs with Intertrend. Imprint Lab investigates global creative culture and fosters cross-pollination between business and creative entities. Both Imprint Culture Lab and Imprint Venture Lab strive to foster conversations that become collaborations, ideas that become movements, concepts that become brands.
- Kenya Hara (MUJI)coreArchitecture for Dogs was conceived by Kenya Hara, Creative Director of MUJI, and co-founded by Imprint Venture Lab. The initiative develops architectural designs for dogs in collaboration with world-class architects and designers, traveling to cities including Sao Paulo, Chengdu, Tokyo, Miami, Long Beach, Shanghai, and Kanazawa.
- Pivot Marketing GroupcorePivot Marketing Group is a sister company of Intertrend established in 2012 with a focus on digital and programmatic advertising. Pivot leverages data and audience insights for informed decision-making in personalized digital marketing.
- Rezonate MediaminorRezonate Media transforms how brands connect to target audiences. They are leaders in OOH advertising with 30+ years of experience in campaigns driven by data, cultural insights, and community.
- AlchemymediaminorIntertrend collaborated with Alchemymedia on the Make Noise Today Project for the 2022 Asian American Pacific Islander Heritage Month Campaign. The 'Together We Celebrate' posters were created in collaboration with the Make Noise Today Project.
- Creative Class Collective / Port City Creative Guild (PCCG)coreCreative Class Collective is the non-profit arm of Intertrend. Supported by the JAG Molina Family Foundation Fund, the PCCG mission is to nurture art appreciation, raise awareness of art organizations, and connect artists to communities. Manages Long Beach Walls and Art Renzei festivals.
- World Wide WallscoreLong Beach Walls is part of World Wide Walls, a global organization whose goal is to bring art and culture to public spaces by beautifying cities while cultivating community pride. The organization has connected with 13 cities around the world.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
interTrend competitors and assessment
Company assessmentBroad incumbents
- Alma: Leading Hispanic creative-led advertising agency with similar enterprise client model, award-winning multicultural creative, and integrated campaign execution.
- Lopez Negrete Communications: One of the largest Hispanic-focused multicultural advertising agencies in the US, comparable to Intertrend as a multicultural-specialist with deep cultural insight and enterprise client relationships.
- Burrell Communications Group: Established African American multicultural agency with Fortune 500 client base and culturally driven creative work, operating in the same multicultural agency peer set as Intertrend.
- Publicis Groupe Multicultural Practice: Global holding company with dedicated multicultural and Asian American capabilities that compete for the same Fortune 500 multicultural mandates as Intertrend, but with vastly broader scale.
- Dentsu (Multicultural Divisions): Global advertising holding company with multicultural and Asian market capabilities that intersects with Intertrend's niche on enterprise clients seeking cross-border Asian consumer reach.
Direct peers
- IW Group: Long-standing Asian American full-service advertising agency with similar AOR-style enterprise client engagements and multicultural marketing focus. Most direct competitor in the niche.
- The Axis Agency: Multicultural marketing agency with strong Asian American and Hispanic capabilities, working with major enterprise brands on culturally driven creative campaigns and community engagement.
- Admerasia: Asian American marketing and advertising agency offering brand strategy, creative, and media services with a similar niche specialization and enterprise client focus.
- BPG Group: Asian American-focused integrated communications agency offering advertising, PR, and digital services with comparable enterprise client engagements and multicultural positioning.
Emerging players
- Sparks & Honey: Cultural strategy and trend consultancy that competes for the same cultural-insight-driven briefs as Intertrend's Intertrend Lab, with a stronger research and emerging-culture lens but less creative production depth.
Market position
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
interTrend social profiles
Digital presenceinterTrend financial estimates
Financial estimateRevenue estimate
Valuation estimate
interTrend leadership team
Management profileNumber of profiles
Profiles7 records
interTrend subsidiaries and ownership
Company hierarchySubsidiaries2 records
interTrend funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
interTrend M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about interTrend
What does interTrend do?
Intertrend Communications is a full-service multicultural advertising agency providing creative strategy, campaign development, media planning, brand experience design, and community engagement services primarily targeting Asian American audiences. The agency operates as Toyota's agency of record for the Asian American segment and serves enterprise clients across automotive, financial services, food and beverage, telecommunications, gaming, and government verticals. Service delivery is supported by two divisions (Intertrend Lab and Intertrend Plus) and sister companies Pivot Marketing Group (digital/programmatic) and Rezonate Media (OOH advertising).
Is interTrend a public or private company?
interTrend is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was interTrend founded?
interTrend was founded in 1991. It employs 101 to 250 people.
Where is interTrend based?
interTrend is headquartered in Long Beach, United States, in the North America region.
How does interTrend make money?
One revenue line is on record: advertising and Marketing Services.
Who are interTrend's main competitors?
Broad incumbents on record are Alma, Lopez Negrete Communications, Burrell Communications Group, Publicis Groupe Multicultural Practice and Dentsu (Multicultural Divisions). Direct peers are IW Group, The Axis Agency, Admerasia and BPG Group. Sparks & Honey is listed as an emerging player.
Does interTrend have an API?
No public API is recorded for interTrend.
What industry is interTrend in?
interTrend's product category is Multicultural Advertising Services. Its primary akta.pro industry code is BPAFAAAA, Integrated Advertising (Brand + Performance + Media). Its NAICS code is 541810 and its SIC code is 4899.