A Las Vegas Reception
Join us for a fun evening as we explore and experience Las Vegas Chinatown, a
bustling center of Asian business commerce. Get a taste of the history of the
fastest growing population in Las Vegas. The highlight of the evening is a delicious Chinese banquet meal at a local favorite restaurant.

Opening Remarks

• Julia Huang 3AF President
• Nita Song, 3AF Conference Chair

The Changing Role & Perception of Asian Americans in Media

Yul Kwon, Winner of Survivor: Cook Islands

The Emergence of a New General Market
The makeup of America has changed and the nation's combined "minorities" now makes up a third of the total population. Importantly, the Millennials are said to be the most diverse generation in history. The fusion of cultures is strongly influencing not only lifestyles but shifting priorities, attitudes and values. This panel will explore the new general market - does this multicultural blending point to a displacement of the general market or simply a redefinition that is more inclusive of diverse cultures? It will also discuss the ways in which multicultural Millennials think differently about brands based on their own cultural experiences and values.

Anthony Phillips, Global Brand Manager, Coca-Cola
Manny Fernandez, Corporate Inclusion and Diversity Director, JCPenney
Gonzalo Perez, President, Motivo Insights
Fabio Costa, Interactive Creative Director, Cutwater

Wal-Mart's Asian Customer Experience: A Case Study

Tony Rogers, Vice President, Advertising, Wal-Mart
Betty Kao, Group Account Director, IW Group

Larry Moskowitz, Vice President, Global Advertising Strategies

Advertising Doesn’t Work: How to Engage Consumers in Real Life
AKQA, named one of the top 10 agencies by AdAge in 2008 and Digital Agency of the Decade by Revolution Magazine in the UK in 2007, creative director JJ, addresses a provocative topic and to prove his point, will share some of 2007’s most prolific campaigns from AKQA, including the unforgettable launch of Halo 3.

John Jakubowski, Creative Director, AKQA

Media Evolution in the Asian Market
The market is rapidly changing, technology is changing, choices are abundant, so where is the opportunity for the advertiser? A look at the new media experience and emerging trends.

Eric Olander, Vice President, News and Production, LA 18

Measuring Asian Media Consumption
Asian media outlets have grown over 300% in 10 years. Growth is great, but do we really know who is consuming what? Nielsen, Arbitron and one of the most successful broadcasters in the market, talk about the newest, most complex media consumer.

Barbara McFarland, Senior Vice President, Nielsen
Lung Huang, Sr. Sales Manager, National Group Services, Arbitron
Mike Sherman, General Manager, KTSF 26

Hey Big Spenders: Selling to the Asian Retail Customer

Olivia Vela, Multicultural Marketing Director, JCPenney

Mastering the Art of Asian Pop Culture
Giant Robot has become an Asian pop culture brand: from its boutique stores that sell Asian novelty toys, showcasing emerging artists in the Lower East Side, feeding Asian food fans at gr/eats in West LA, and the iconic magazine of the same name, Giant Robot has become a household name, with millions of fans everywhere. Hear from the person who started it all, and how he's marketing Asian pop culture.

Eric Nakamura, Publisher and Editor, Giant Robot
Jon Yokogawa, VP & Managing Director, interTrend Communications

Segment Specialists: An in-depth look at the key segments leading the Asian market today
The first question, new marketers often ask is: who do I target first? The Chinese, Korean, Filipino? Meet the panel of experts who will take you through the must-know insights of key sub-segments that define today’s Asian market.

Karen Park, President, Ten Communications
Vicky Wong, President and CEO, Dae
Anh Do, Vice President, Nguoi Viet
Rupa Ranganathan, Multicultural Strategist and Founder, Executive Research Institute
Jannelle So, Host of TV show, Kababayan LA
Thomas Pyun, VP Advertising Sales, IATV