3AF Sponsors ANA’s Multicultural Marketing and Diversity Conference
The Asian American Advertising Federation (3AF) was an exhibitor at the 2010 Association of National Advertisers’(ANA) Multicultural Marketing and Diversity Conference in early November in Miami, Florida.
More than 600 people attended the conference, which focused on multiculturalism as the new mainstream. The Census Bureau estimates that Asian Americans, Latinos and African-Americans will constitute a majority of the nation’s overall population in about three decades and a majority of Americans under age 18 in only one decade. According to the ANA, “the implications to marketers are clearer than ever before—that multicultural markets are no longer “niche” markets or “add on” segments. Rather, ethnic is the new mainstream and marketing, as well as work-force diversity, must reflect that.”
Conference attendees who visited the 3AF’s table were greeted by several 3AF board members. They learned about the 3AF’s mission and upcoming events and programs. In addition, everyone was invited to participate in the 3AF’s Asian market trivia contest. Those who answered a question correctly won a lucky Asian frog business card holder. Sample questions included “What is the projected spending power of the Asian American market in 2013? (Answer: More than $752 billion) and “What percentage of Asian Americans were on Facebook in December 2008?” (Answer: Almost 40 percent.) Many people walked away with a much better understanding of what the 3AF does and the size and importance of the Asian American market.
IW Group, Inc. was the overall grand prize winner in the Asian category for their campaigns for Met Life entitled, “Play Date” and “Standing Ovation.” Accepting the award at the ANA’s Multicultural Excellence Awards dinner were left to right: Nita Song, President; David Toyoshima, Executive Creative Director, and Betty Kao, Vice President, Client Services. Photo by Clarion Pictures.
Winning the grand prize in the Asian print category was DAE Advertising for their work entitled “Basketball” and “Beauty Pageant” on behalf of client San Francisco’s Free Hepatitis B Campaign.” Accepting the award at the ANA awards dinner were left to right Sunny Teo, Creative Director, DAE; and John Fisher, Marketing Manager, Brown & Toland Physicians. Photo by Clarion Pictures.
The 3AF’s table included collateral materials on the 3AF, MYX and lucky Asian frog business card holders for everyone who stopped by and answered an Asian market trivia question correctly.
Pausing for a photo at the conference were left to right, Nita Song, 3AF President; Jini Cho, JMNet; Genny Hom-Franzen, 3AF Executive Director; Jon Yokogawa, 3AF Board Member; and Ricky Resurreccion, Sales Manager, ABS-CBN, International.