3AF 2017 Asian Marketing Summit Educates Attendees About Asian American Consumers
The Asian American Advertising Federation hosted its 3AF 2017 Asian Marketing Summit again in Los Angeles’ Koreatown on June 1-2. The Summit agenda featured experts who discussed the multiple dimensions of Asian American consumers from civic participation and entrepreneurship to building a successful case for diversity and inclusion and various approaches and channels to reaching this consumer. Speakers include executives from Buzzfeed, McDonald’s Corporation, Nielsen, Tufts University, the National Asian American Survey, Sparkle Insights, Selffii Intelligence, Inc. and others.
3AF President Jay Kim kicked off the Summit by welcoming attendees, recognizing 3AF members and new members and thanking our generous sponsors.
Edwin Wong, VP, Research and Insights at Buzzfeed, gave a fascinating presentation on how the recoding of culture inspires virality and how content brings out the humanity in all of us.
Attendees were captivated by the Summit speakers and panelists.
Karthick Ramakrishnan, Professor and Associate Dean, School of Public Policy, University of California, Riverside, talked candidly about factors that limit Asian American leadership development and civic engagement and ways that we can overcome these barriers to unlock the true leadership potential of our communities.
Sharmila Fowler, Director of Strategy, Global Diversity, Inclusion and Strategic Engagement, McDonald’s Corporation, provided excellent tips on how to develop a business case for diversity and inclusion.
During breaks, attendees had the opportunity to talk to exhibitor sponsors and pick up some cool swag.
Nielsen generously sponsored the lunch keynote session again. Pictured left to right are Vanna Tran, Director, Multicultural Growth and Strategy, Nielsen; Mariko Carpenter, VP, Strategic Community Alliances, Nielsen; and Mike Lakusta, CEO and Founding Partner, EthniFacts, LLC.
Pawan Dhingra, Professor and Chair of Sociology at Tufts University, spoke on the integral role Asian American small business entrepreneurs play in our socity.
Jackie Gagne, VP, HBO, discussed HBO’s progressive strategies to engage today’s multicultural viewers.
A highlight of the 3AF Summit was the delicious food, catered by Chef Roy Choi.
The Summit included a session on the importance of English language Asian media.
No 3AF Summit would be complete without a fun, speed networking activity!
Thomas Tran, retired US Army veteran and comedian served as the emcee for the 3AF’s Excellence Awards event.
During the awards reception, attendees were anxious to find out who would win the coveted 24K gold plated 3AF Excellence Awards trophy.
Two new award categories were added, including 3AF PR Campaign of the Year. Winning the PR Award was AAAZA for their work on MoneyGram’s Cricket Bee.
IW Group, Inc. won the gold award for 3AF Creative Campaign of the Year for their work for client City of Hope.
The rise of Korean drama was featured on day 2 of the Summit. Makers of the popular dramas from KBS, MBC and SBS discussed the influence and opportunities of Korean drama and why they are building a new online platform.
Iris Yim, 3AF Vice President and President of Sparkle Insights, gave an overview of the 3AF’s inaugural media consumption study.
Kathy Cheng, Co-Founder, Selffii Intelligence, Inc. presented a session on culture, which is a pathway to unstated consumer preferences.
The Summit concluded with a fascinating panel of a new class of Asian film makers who are pursuing their visions and enabling more authentic storytelling and representation in the mainstream culture.