3AF 2022 Semi-Annual Asian Marketing Summit

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May 10-12, 2022

 

The Future of Advertising to Asian Americans

Join marketers, agency executives, media, researchers and other industry partners and vendors at the 3AF’s 2022 Asian Marketing Summit, set for May 10-12 (virtual). The 3AF summit is the country’s largest national conference focusing solely on the critical Asian American consumer segment.

Asian Americans are a segment marketers can no longer afford to ignore.  We are the fastest growing consumer segment, according to the recent 2020 United States Census. The Asian American and Pacific Islander (AAPI) community in the U.S. will control $1.6 trillion of spending power by 2024, up from $1 trillion in 2019, according to Nielsen.  Asian American buying power has grown at nearly triple the rate of the total U.S. during the past decade, skyrocketing 314% from 2000 to 2019 while the total U.S. buying power has grown at 119% during the same period. If your interest is customer and revenue growth, the 3AF Asian Marketing Summit is the event for you. Don’t miss it!

 

Top Five Reasons to Attend

Great speakers – Our agenda will include top notch speakers who will share their insights and expertise on reaching the Asian consumer segment. Many have been working in the industry for twenty plus years or more and are innovative in their approach and their strategies.

Networking – Our summit draws the “who’s who” of Asian advertising and marketing.  Meet new friends who share your passion for the Asian American community and reconnect with old friends.

Research – Marketing research is an integral part of targeting consumers.  Top researchers will share data from brand new Asian specific marketing research.  Be one of the first to get this information!

Knowledge – Expand your knowledge and skills that can assist you in your career goals and meeting company objectives.

Inspiration – The marketing/advertising world is constantly changing!  Learn from the experts and come away inspired!

 

3AF 2022 Asian Marketing Summit, May 10-12 (Virtual) Agenda

(Subject to Change)

Event link: https://ve.attendify.com/index/b3wemr/s_b3wemr/login

 

Day 1: May 10: Asian Marketing Boot Camp – for those new to Asian marketing

10 am PT/1 pm ET – Opening Remarks

10:20 am PT/1:20 pm ET – Asian Marketing 101

The linguistic and cultural diversity of the Asian segment may seem overwhelming for marketers who want to tap into this fastest growing segment, but it’s not as daunting as it seems. In this session, advertising veteran Jay Kim will walk you through the segment characteristics, different Asian marketing approaches, and how to leverage on cultural nuances to make production effective without breaking your budget.

Speaker: Jay Kim, President, AAAZA and Past President, 3AF

10:55 am PT/1:55 pm ET – Asian American Media Buying Strategies

Brands who are new to the Asian American space would need to get a better understanding of how to buy media through different channels. The Asian American media buying ecosystem has some critical nuances that Advertising Technology expert Senthil will expand on during his talk. During this session, Senthil will cover these nuances and highlight some key takeaways for you so that your business can maximize your advertising results.

Speaker: Senthil Govindan, CEO and Founder, Datawrkz

11:30 am PT/2:30 pm ET – Asian Media Landscape

Asian American is the fastest growing consumer segment that wields tremendous purchase power, a segment that marketers can’t afford to ignore. However, the diversity of Asian consumers in terms of culture and language and the complicated Asian media landscape that reflects the segment’s diversity make it challenging for marketers to create and execute a media plan for effective communication. This session will provide an overview of the Asian media landscape and insights on important considerations when crafting a media plan for an Asian marketing campaign.

Speaker: Tony Li, Media Supervisor, Admerasia

12:05 pm PT/3:05 pm ET – Networking (via Zoom)

1:10 pm PT/4:10 pm ET – Asian American Deep Dive

Asian American is a diverse consumer segment that encompasses US born Asians and foreign born Asians that hailed from more than 20 countries in Asia, with the 5 largest groups accounting for more than 75% of the Asian population. Since two thirds of Asian Americans are foreign born and have close ties with their cultural backgrounds and home countries, marketers need to have a good understanding of these largest sub-segments for effective communication. This session will provide a deep dive on the 5 largest segments: Chinese, Asian Indian, Filipino, Korean and Vietnamese including key characteristics and differences as well as insights about effective communication/messaging for each sub-segment.

Speaker: Dennis Tsai, Media Supervisor, Admerasia

1:45 pm PT/4:45 pm ET The Future is Asian: Meet the Diverse Asian American consumers. And Discover Why You Need to Speak to Them

The Asian American consumer segment has long been overlooked and understudied, but they are no longer waiting around for companies to pay attention. Asian Americans have emerged as a cultural, social, and economic force that is harnessing their power to shape the world and make their voices heard. Brands who earn their business by forging authentic connections, will be carried forward into the future they are shaping.

Speaker: Anna Xie, Executive Director of Strategic Planning, Intertrend

2:20 pm PT/5:20 pm ET Asian Americans’ Mindset and Outlook in the Post Pandemic New Normal

To get a better understanding of the new economic landscape shaped by COVID and social injustices, Sparkle Insights and The Filipino Channel conducted more than 1500 interviews among Caucasian, Hispanic, African American and Asian American consumers in January 2022. Given the diversity of the Asian population, the Asian sample was further investigated and divided into Chinese, Asian Indian and Filipino. This presentation will focus on the Asian American findings including grocery shopping and online shopping during the pandemic, consumer mindset and their attitudes towards diversity and inclusion issues, their outlooks and plans for 2022 as well as media consumption in the post pandemic world.

Speaker: Iris Yim, Chief Strategist, Sparkle Insights and Vice President, 3AF

2:55 pm PT/5:55 pm ET – Why Mentorship and Leadership Development Matters! 

Giving back to the next generation is the best way to keep our industry strong! Join 3AF for a conversation about the importance of mentorship and leadership development. Our panelists will provide some great advice to newer members of the industry with how to best speak up and learn from more senior members of companies! We’ll also discuss how more experienced professionals can help the next generation & why mentorship goes both ways. No matter what stage you are in your career – leadership development & mentorship matters!

Speakers: Bernice Chao, Head of Integrated Creative, Zambezi; Genny Hom-Franzen, Executive Director, 3AF

Moderator: Dan Matthews, Managing Partner, International Secret Agents

3:15 pm PT/6:15 pm ET – Closing Remarks

3:30 pm PT/6:30 pm ET –  Musical Performance by Lee Grane

Lee Grane is a Singer/Songwriter, Meditation & Energy Healing Practitioner, and an advocate for Women’s Empowerment. She has the uncanny ability to tune in to the living breathing element of sound and share its healing resonance with others. She made her mainstream debut as part of the first season of ABSCBN’s franchise of the Voice of the Philippines, becoming a worldwide twitter-trending topic in 2013. Her debut single “Sana” which was released through Spinnr Music earned her a nomination for “Indie Artist of the Year 2014”. She has been performing locally and internationally over the past 18 years, including a private royal event with the Prince of Monaco. She released her all-original debut album, Truth is My Echo in November 2015. The year after, Lee Grane was appointed UNESCO Ambassador to the Youth in 2016, giving voice to raise awareness on current social and environmental issues at youth gatherings, school events and conferences of UNESCO Clubs around the Philippines.

Today she continues to bring the joy of music to different events, festivals and other musical gatherings. She is based in Makati, Philippines, and leads retreats and workshops with Roots of Wisdom School.

 

Day 2 – May 11 – Deep Dive into Asian Marketing and Advertising

8 am PT/11 am ET – Opening Remarks

8:20 am PT/11:20 am ET – The Value of Community to Brands

What do the most dynamic creators, the fastest growing startups and the best-loved brands have in common today? They build community. Community has become the “new moat” – a distinct, competitive business advantage for an expanding range of companies and industries. Community is at the heart of meaningfully connecting people, on and offline. It’s a direct line to building trust, deeper engagement, and better experiences – especially for the people and businesses we serve at Facebook. In this session, you will discover:

– The value of community to brands today
– Examples of communities driving brand loyalty, advocacy, and innovation
– What the future holds for brand communities

Speakers: Katphin Moo, Director, Program Development and Community | Community and Impact Partnerships, Meta; Sylvia Zhou, Global Industry Strategy and Partnerships Lead, Meta

8:50 am PT/11:50 am ET – 2020 Census Results for the Asian Population

Our diverse communities now have a new snapshot of the racial and ethnic composition of the country with the release of 2020 Census redistricting data. During this presentation for the Asian American Advertising Federation (3AF), race and ethnicity experts from the U.S. Census Bureau will present key takeaways from the 2020 Census as it relates to the Asian population.

Speakers: Brittany Rico, Survey Statistician, Racial Statistics Branch, Population Division and Bev Pratt, Research Analyst, Race and Ethnicity Research and Outreach, Population Division

Moderator: Iris Yim, Principal and Chief Strategist, Sparkle Insights and 3AF Vice President

9:20 am PT/12:20 pm ET – Asian Americans: Thriving and Loyal Automobile Buyers

Asian Americans are the fastest growing consumer segment, and they are also brand loyal when it comes to spending on new cars. The average MSRP for Asian new registrations in the first nine months of 2021 was $37,934, compared to $33,710 for African Americans, and $33,677 for Hispanics. Despite setbacks from the pandemic, the Asian American demographic is a critical part of the diverse automotive landscape. This session will discuss Asian Americans and their top car brands, top models, top markets and how they embrace technology, including the future of electric vehicles.

Speaker: Marc Bland, Chief Diversity Officer, S&P Global/IHS Markit

Moderator: Genny Hom-Franzen, Executive Director, 3AF

9:50 am PT/12:50 pm ET – AARP Session

10:20 am PT/1:20 pm ET – Leveraging Amazon Ad Ecosystem for Multicultural Advertising

Amazon has a raft of exciting advertising tools that can be leveraged by advertisers. While the ability to target Asian American audiences on a direct basis is limited, a combination of tactics provided in the Amazon DSP helps reach consumers in a far more precise way than normal programmatic options do. Join this session to understand how you can enhance your multicultural targeting options.

Speaker: Senthil Govindan, CEO and Founder, Datawrkz

10:50 am PT/1:50 pm ET – Growing Power of Asian Consumers and Investing in Asian Marketing

Speakers: Rohit Arora, Head of Global Marketing Strategy, Prudential Financial; Ruchika Kohli, Regional Head of Consumer Business, Americas and Europe, Instarem

Moderator: Indrajit Majumdar, President, 3AF

11:20 am PT/2:20 pm ET – Ding.com Spotlight

11:40 am PT/2:40 pm ET – KTSF Spotlight

Noon PT/3 pm ET – The Opportunity Gap: How Much Money Is Your Brand Leaving On The Table? 

Certain organizations understand the changing demographics and the fact that multicultural consumers have become the engine for growth. But how much budget should they be devoting to multicultural marketing? What ethnic group should they be focusing on? How much money are they leaving on the table by not investing in multicultural marketing? How do they determine the numbers to make the case for multitribal consumers providing growth?  This session will reveal the 7 steps to unlocking growth and how to determine the size of the prize.

Speaker: Margie Bravo, Multicultural Strategist, Nestle

Moderator: Howard Lichtman, Co-Founder, Ethnicity Matters

12:30 pm PT/3:30 pm ET – ABS-CBN International Spotlight

12:50 pm PT/3:50 pm ET – iTalk BB Spotlight

1:10 pm PT/4:10 pm ET – Zee TV Spotlight

1:30 pm PT/4:30 pm ET – AAPI Hosted Podcasts: Scaling from Niche to the Masses 

Join Kristen Meinzer, the host of By The Book as we dive into their journey into podcasting and the value for advertisers to connect with AAPI audiences through this powerful medium.

Speaker: Kristen Meinzer, Host, By the Book

Moderator: Briana Mendez, Sales Marketing Strategy Manager, Multicultural, SXM Media

1:50 pm PT/4:50 pm ET – Everyone’s Talking About Podcasts But Me

With the world changing at the speed of light, podcasts have become one of the best mediums to catch up on the latest news and culture, especially for the Asian American & Pacific Islander (AAPI) community. With the lack of representation in mainstream publications, podcasts have become a go to destination for AAPI’s to hear about topics and news that would otherwise go underreported.  Find out how top AAPI podcasts have used their platform to talk about issues and stories authentically as well as practices for how brands and companies can engage in this medium to create true partnerships.

Panelists: Jerry Won, Founder and CEO, Just Like Media; Nora Ali, Media Entrepreneur and Host, Business Casual; Gloria Shawber, Director, TDW+Co

Moderator:  Dan Matthews, Managing Partner, International Secret Agents

2:20 pm PT/5:20 pm ET – Crossings TV Spotlight

2:40 pm PT/5:40 PM ET – The Filipino Press Spotlight

3 pm PT/6 pm ET – Why Authenticity Matters – Toyota’s Approach to Asian Consumers

In today’s marketing environment, Brands have never been under so much pressure to be authentic – to themselves, their product, and most importantly, their consumers.  Social media has created an instant feedback loop for marketers where you’ll know how well you did in a very short period of time.  Where authenticity is even more critical is when brands attempt to leverage longtime cultural pillars or trends in their marketing.  Join us to find out how Toyota and Intertrend took on this challenge, what they did, and ultimately how they performed.

Speaker:  Lindsay Lee, Senior Manager, Vehicle Marketing and Communications Group, Toyota Motor North America

3:30 pm PT/6:30 pm ET – Rise: A History of Asian American Pop Culture from 1990s to Now 

Americans contribute so much to our society, be it through food, fashion, music, movies, politics and activism. Yet this key role has mostly been overlooked through the decades, and has only really been acknowledged by mass media — that is to say, “pop culture” — over the past five years. Jeff Yang, one of the authors of the newly released New York Times bestselling book, “RISE: A Pop History of Asian America from the Nineties to Now,” will discuss the book’s creation and the evolution of Asian Americans in pop culture over the last three decades and why that emergence into visibility is so important for our community.

Speaker: Jeff Yang, Author, Screenwriter, Cultural Critic

Moderator: Genny Hom-Franzen, Executive Director, 3AF

4 pm PT/7 pm ET – Closing Remarks

4:10 pm PT/7:10 pm ET – Networking via Zoom

 

Day 3, May 12: Focus on DEI and ERGs

9 am PT/Noon ET – Opening Remarks

9: 20 am PT/12:20 pm ET – General Motors Remarks

Join the 3AF in welcoming our newest corporate member, General Motors! Charles Chapman, Multicultural Marketing Manager, will share General Motor’s approach to diverse markets, why they are embracing the Asian consumer segment, why the company is joining 3AF, and how you can connect with him and his colleagues for future diverse market projects and opportunities.

Speaker: Charles Chapman, Multicultural Marketing Manager, General Motors

Moderator: Genny Hom-Franzen, 3AF Executive Director

9:40 am PT/12:40 pm ET – Asians@Amazon – Elevating Employee Engagement at the World’s Largest Online Retailer

Join us for an insightful fireside chat with Charlie Chang, Global Marketing Officer for Amazon’s Asian ERG Asians@Amazon, to learn more about the ERG’s ground breaking work rallying Amazon employees worldwide to foster greater allyship, growth and inclusivity.

Speaker: Charlie Chang, Senior Partner, Marketing Manager, Amazon

Moderator: Christina Bellevue, Senior Account Director, Ethnicity Matters

10:20 am PT/1:20 pm ET – ERG Best Practices – Strategies and Tactics for ERGs to Create Positive Impacts for Organizations

While employee resource groups or ERGs have existed for years, the events of 2020 to the present day have drastically shifted the role of ERGs (especially those focused on Asian American, Pacific Islander, and Native Hawaiian employees.

With a focus on the advertising, design, and technology worlds, this panel will discuss how different organizations have crafted their own unique approaches to virtual member engagement, educating their senior leadership teams on the importance of inclusion and development of their Asian employees, and connecting to the Asian community at large.

Speakers: Sean Choi, Senior Strategist and Leader of AAPI ERG, The Martin Agency; Jennifer Kohl, Executive Director Head of U.S. Media and Co-Chair of Asian ERG, VMLY&R; Anu Mandapati, Former Vice President, Head of Diversity, Equity & Inclusion and Leadership Development, Talking Talent; Alaric Qin; Product GTM Strategy – Senior PMM and Lead, Asians at Confluent; Mengting Ren, Organizational Therapist, Senior Design Lead and Asianish ERG Lead, IDEO

Moderator: Aaron Fung, Inclusion and Diversity Business Partner, Pinterest

10:55 am PT/1:55 pm ET – AARP Session

11:30 am PT/2:30 pm ET – The Power of ERGs – Igniting Change in Corporate America

Employee resource groups, also known as affinity resource groups, colleague resource groups or business network groups, are groups of employees who join together based on shared experiences, cultural background, or life experiences. With the country’s newfound focus on diversity, equity and inclusion, many Asian American ERGs have stepped up their game, organizing impressive initiatives and programs and going well beyond the stereotypical cultural celebrations or performances at Lunar New Year or May Heritage Month.  Hear how several ERGs in different vertical industries are making a difference, not only to the AAPI community at large but to their company’s bottom line and DEI goals.

Speakers: Victor Kwong, National President, InspirASIAN at AT&T; Yoon Kang, Operations Lead, Global Asian Alliance at Pfizer; Matt Ogawa, VP of HR and APIs@ Advisor; Jinghuan Liu Tervalon (she/her), VP of Asian Pacific Inclusion Network, the Coca-Cola Company

Moderator: Genny Hom-Franzen, 3AF Executive Director

12:05 pm PT/3:05 pm ET – Diversity at the FBI

To effectively accomplish our mission, the FBI needs people from different backgrounds, experiences and perspectives. Please join Arisu Lisa Yatabe-Masog, Administrative Specialist from the FBI’s Portland Division and Chair of the Bureau’s Asian Pacific American Advisory Council, to learn how the FBI values and leverages human differences, opinions and perspectives to empower our Bureau community to achieve its greatest potential. The FBI’s commitment to fostering diversity and inclusion is integrated into every facet of employment, including leadership and career development, recruitment, staffing, workforce planning and sustainability. At every level and in every position, the FBI embraces unique perspectives to accomplish its mission.

Speakers: Arisu Lisa Yatabe-Masog, Accountable Property Program Manager, FBI

Moderator: Michael Moon, Founder/General Manager, Prime Image Media

12:40 pm PT/3:40 pm ET – Behind The Scenes of the Making of “Chinatown Rising”

Against the backdrop of the Civil Rights Movement of the mid-1960s, a young San Francisco Chinatown resident armed with a 16mm camera and leftover film scraps from a local TV station, turned his lens onto his community. Chinatown Rising is a documentary film about the Asian-American movement from the perspective of the young residents on the front lines of their historic neighborhood in transition. Through publicly challenging the conservative views of their elders, their demonstrations and protests of the 1960s-1980s rattled the once quiet streets during the community’s shift in power. Forty-five years later, in intimate interviews these activists recall their roles and experiences in response to the need for social change and how their efforts would have a lasting impact across the country. Co-Director and Producer Josh Chuck will discuss the importance of the film and how it is making an impact on the community and future generations of Asian Americans, as well as the unique experience of creating this film with his father, Rev. Harry Chuck.

Speaker: Josh Chuck, Co-Director and Producer

Moderator: Genny Hom-Franzen, 3AF Executive Director

1:15 pm PT/4:15 pm ET – The Intersection of DEI and Marketing

As consumers embrace the new normal and the pandemic is in hindsight (almost), the post pandemic world ushers in a new era for marketers and advertisers in which sensitivity to social issues and causes is just as important as keeping the pulse on consumer trends. This session will focus on the intersection of DEI and marketing by discussing trends in this space and sharing case studies. It will also discuss how to create an overarching strategic framework that brings different functional teams together to work towards a common goal that leverages DEI for all stakeholders.

Speaker: Sharmila Fowler-Pos, Echo Logistics, Head of Diversity, Equity, and Inclusion

Moderator: Iris Yim, Principal and Chief Strategist, Sparkle Insights and 3AF Vice President

1:50 pm PT/4:50 pm ET – Closing Remarks

2 pm PT/5 pm ET – Networking (via Zoom)

3AF Members: $149
Non-Members: $199

 

 

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