2015 3AF Asian Marketing Summit in Los Angeles A Great Success
The 3AF’s 2015 Asian Marketing Summit was held May 12-14, 2015 in Los Angeles. While previous 3AF Summits were held in Las Vegas, the Board decided to move the event to Los Angeles, home to one-third of Asian Americans and often called the heart of Asian America, to bring marketers to the heart of the community and showcase the importance of the Asian American consumer.
The 2015 3AF Asian Marketing Summit was another huge success.
The grand ballroom at The Line hotel, in the heart of Los Angeles’ Koreatown, was the setting for the only national marketing and advertising conference focusing specifically on Asian American consumers.
The day prior to the Summit, several attendees participated in 3AF’s first immersion tour, highlighting the San Gabriel Valley, where 60 percent of the population is Asian, and key locations in Los Angeles’ Koreatown. The tour included a visit to Ranch 99.
3AF President Edward Chang welcomed attendees.
The keynote session was titled “Innovation and Creativity: How Wong Fu Productions Has Utilized the Digital World to Reach Asian Millennials.” Summit attendees were one of the first to see video clips of Wong Fu Productions’ highly anticipated first feature length film, “Everything Before Us.” Pictured left to right are: Wesley Chan, Founder, Wong Fu Productions; Genny Hom-Franzen, 3AF Executive Director; Ricky Resurreccion, 3AF Board Member and Director of Ad Sales for The Filipino Channel and Phil Wang, Founder, Wong Fu Productions.
Philip Wang, Senior Vice President, Integrated Marketing, Wells Fargo, spoke about the company’s total market approach and what it means for their diverse segment efforts.
Meg Choi, Director, Multicultural/World Direct, spoke about how DirecTV entertains and engages its multicultural audiences and shared the company’s first-ever branded Vietnamese web series.
Attendees enjoyed a delicious buffet lunch catered by Chef Roy Choi.
The lunch session was sponsored by Nielsen. Vanna Tran, Senior Manager of Multicultural and Growth Strategy, presented data on multicultural consumers who are emerging as super consumers in America today.
During breaks between sessions, summit attendees enjoyed networking and meeting new friends.
Through the Summit, attendees were actively engaged, listened attentively to the speakers and panelists and captured critical information during the sessions.
Dr. Jake Beniflah spoke about how the multicultural population and Asian consumers specifically are fueling retail growth in the independent retail grocery chain.
Conference attendees paused for a photo during a break. Pictured left to right are Mike Moon, Prime Image Media Group; Genny Hom-Franzen, 3AF Executive Director; Sharmila Fowler, Asian Marketing Manager, McDonald’s and Manish Seth, Director of Sales, Sony.
A panel of sports experts from the Los Angeles Dodgers, the United States Tennis Association, Nielsen, the PGA Tour Northern Trust Open and Linsanity, The Movie spoke candidly about how, despite stereotypes, Asian athletes, players, fans and managers are making a difference on the field and off.
Asian consumers are driving growth across the United States auto industry. Mark Bland, Vice President, Diversity and Inclusion, IHS Automotive, shared that for select automakers the year over year increase in sales to Asian consumers was as high as 240 percent.
Author Jane Hyun (middle) and Gerald Johnson, Chief Diversity Officer and Senior Vice President of Marketing for the American Heart Association (right), shared insights on how companies and organizations can better leverage diversity in their work place effectively. The session was moderated by 3AF President Edward Chang (left).
Amna Nawaz, Managing Editor, NBC News Asian America (left) spoke on how NBC connects with Asian Americans via their new vertical designed to offer news and multimedia content relevant to Asian Pacific Islander Americans.
Retail experts from Americana at Brand and Westfield U.S. spoke about how marketers are effectively utilizing Lunar New Year, the most widely celebrated Asian holiday, to achieve their marketing objectives.
Comedienne Jenny Yang was the emcee for the 3AF Creative Excellence Awards. Awards were bestowed to member agencies for their creative work and the 3AF also honored several companies for their commitment to the Asian market.
Cheesa Laureta, a Filipina-American Pop/R&B singer and songwriter most noted for her run on NBC's The Voice in 2012, performed at the 3AF Creative Excellence Awards event.
Wells Fargo was named as the 2015 3AF Marketer of the Year and, along with their agency, DAE, won the Silver award in the 3AF Creative Excellence Awards.
The Summit’s closing session featured a distinguished group of pioneering Asian American influencers and creators within the Asian American digital media scene who are shaping our future.