3AF Hosts Successful Asian Marketing Conference in May 2010
The 3AF organized and hosted a successful national Asian marketing conference entitled, “Model Minority to Model Consumer—Capturing Your Share of the Asian Consumer Market,” in Las Vegas, Nevada on May 20 -21, 2010. The agenda was packed with provocative and innovative sessions covering everything from the impact of Chinese food on American life and advice from Fortune 500 companies who have successfully tapped into the Asian market to insights from Asian creative directors, the historical 2010 U.S. Census, the video debut of the 3AF’s recent ethnographic research study results, engaging Asian millennials and much more. Special thanks to our generous sponsors, Nielsen and Multicultural Radio Broadcasting, Inc., for making the conference possible.
Attendees actively participated in the 3AF’s conference and were captivated by the conference agenda.
3AF President Nita Song made opening remarks.
The conference included a case study of urban marketing from JC Penney. The retailer has successfully used non-traditional marketing to target Asian American youth. Pictured left to right are Lisa DeStefano-Orbaugh, Division Vice President, JC Penney and James Kulp, interTrend.
The conference included a presentation on the historical 2010 United States Census. Raul Cisneros, chief of the 2010 U.S. Census Publicity Office, was one of the featured speakers.
Grace Kim, manager of Asian marketing at Hyundai, discussed many of the reasons why Hyundai was named marketer of the year in 2009 by Advertising Age.
Cheryl Pearson-McNeil, Senior Vice President at Nielsen, provided an overview of Nielsen’s national initiatives with a spotlight on efforts in the Asian American market. Nielsen was also a sponsor of the conference.
One of the panels featured Asian creative directors who spoke candidly about what makes great advertising. Pictured, left to right are: Olivia deJesus, ABS-CBN; Tuan-Pu Wang, Admerasia; Sunny Teo, DAE; Steve Lam, APartnership and John LeeWong, IW Group, Inc.
Aaron Magness, director of brand marketing and business development at Zappos.com, presented a fascinating overview of his company’s corporate culture.
Pictured speaking at the panel discussion on the 3AF’s groundbreaking ethnographic research study are: Genny Hom-Franzen, 3AF Executive Director, at the podium; Sharmila Fowler, 3AF Board member, New American Dimensions; Navin Narayanan, IW Group Inc.; Michele Valdovinos, former 3AF Board member, Phoenix Multicultural and Grace Chiu, President, GC Global Research.
Asian millenials were also a topic at the conference. Providing insights on how to engage this important market were left to right: Tuan Do, APEX; Chi Nihn, MYX; Angela Pang, Asian Week/Asian Heritage Street Celebration and Giancarlo Pacheco, Plan C Agency.
Former 3AF President and founder of Kang & Lee Advertising Eliot Kang made a surprise appearance at the conference and spoke at the 3AF Creative Awards event.
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