ES Advertising drives Jack Daniel’s outreach to Asian-American consumers

A Korean-American advertising agency is gaining attention for its latest campaign promoting Jack Daniel’s Single Barrel whiskey to the Asian-American community.

Los Angeles-based ES Advertising, led by CEO Sandra Lee, recently collaborated with Korean-American celebrity chef Kevin Lee to launch a Lunar New Year promotion, pairing traditional Korean cuisine with whiskey. The agency also worked with Korean tattoo artist Woozi to create a special edition package, delivering a fresh impression to consumers.

Advertising is more than just promotion—it serves as a crucial bridge between brands and their audiences.

For Sandra Lee, this philosophy has been central to her 26-year career in the industry. Her expertise and strategic insight have established ES Advertising as a leading marketing agency in the U.S.

In an interview with the Korea Daily on February 12, Lee emphasized the need for flexibility and strategy in today’s advertising landscape. “Clients want to see immediate results and real-time engagement, which means advertising campaigns must be both agile and strategic,” she said.

For Korean-American consumers, it is essential to integrate traditional media—newspapers, television, radio, and magazines—with digital and social media platforms. ES Advertising develops tailored strategies to help brands engage consumers in a more organic and effective way.

“Our strength lies in differentiated advertising strategies and precise execution,” Lee said. “Advertising isn’t just about marketing—it’s a fundamental process of shaping a brand’s identity. We approach each campaign as if we are creating a work of art.”

When taking on a project, ES Advertising conducts thorough market research and competitive analysis to ensure the optimal strategy for each brand’s growth. Half of the agency’s clients are Korean companies expanding into the U.S. market, while the other half are American businesses.

Founded in 2001 after splitting from Cheil Worldwide’s U.S. branch, ES Advertising has worked with major Korean brands, including CJ, Hanwha, and Coway. The agency currently has about 25 employees and was ranked among the top 50 marketing agencies in the U.S. in 2020, out of 3,400 ad firms nationwide.

One of its notable campaigns was for JungKwanJang, the leading Korean red ginseng brand. ES Advertising took an unconventional approach, partnering with USA Taekwondo (USATKD) to highlight the synergy between ginseng’s health benefits and the strength of taekwondo, effectively introducing the brand to mainstream American consumers.

“Advertising is both an art and a strategic tool that reflects the times,” Lee said. “We aim to maximize the role of advertising to help Korean companies gain a stronger foothold in the U.S. market.”

The advertising industry is fast-paced and highly competitive.

To stay ahead, Lee continues to study digital marketing trends through online courses and actively communicates with younger employees to incorporate new and innovative ideas. “Each generation engages with advertising differently,” she said. “Younger employees have a deep understanding of social media and how to build consumer engagement, so I make sure to include their perspectives in our strategies.”

For Lee, advertising is not just a job—it’s a lifelong passion.

“I never skip YouTube ads,” she admitted with a smile. “I always analyze the creative intent and message delivery behind every advertisement I see.”

Ultimately, she believes advertising is about creating genuine connections.

“The most rewarding moment is when a consumer truly connects with a brand,” Lee said. “Moving forward, we will go beyond simple brand messaging and create advertising that resonates deeply with consumers.”

Lee founded ES Advertising in 1999 after working at Cheil Worldwide’s headquarters and its West Coast branch in Los Angeles.

BY YOONJAE JUNG [jung.yoonjae@koreadaily.com]