May 22nd - May 23rd
REGISTER HERE: https://attendify.co/3af-2019-asian-marketing-summit-b6fzdlW
May 22- 4 p.m. to 5:30 pm, Media Fair
Arrive by 4:30 p.m. to be entered to win a free digital copy of the 3AF 2019 Media Consumption Study
5:30 p.m. -7 p.m. Opening Night Reception
May 23 – Summit from 8:30 a.m. to 5:30 p.m.
5:30 p.m. – 6:30 p.m. 3AF Excellence Awards Reception
6:30 p.m. – 9 p.m. 3AF Excellence Awards Dinner
Asian Americans are the fastest growing consumer group, and there’s no better time than now to learn about how to reach this critical and important segment.
The 3AF 2019 Asian Marketing Summit on May 23, with a media fair and opening night reception on May 22, is the only multicultural conference focusing solely on the Asian American marketing and advertising industry. Join top brands, industry experts, researchers, content creators, advertising executives, media and other vendors and partners as we converge in insightful discussion on business implications of the Asian American consumer. This year, the 3AF is celebrating our 20th anniversary, and our theme is “Honoring Our Past, Celebrating the Present, Empowering Our Future.”
May 22: 3AF Media Fair from 4 p.m. to 5:30 p.m.
Asian media are a critical conduit to our community, and we are excited to include our first 3AF Media Fair as part of the summit. The media fair will be held prior to the opening night reception on May 22 from 4 p.m. to 5:30 p.m.. Asian media representatives will showcase their organizations and highlight their capabilities, and it’s a wonderful opportunity to connect one-on-one with them. Media will include television, print and digital and also represent various Asian languages. Attendees who arrive by 4:30 p.m. will be entered in a drawing to win a fabulous 3AF prize!
May 22, Opening Night Reception from 5:30 p.m. to 7 p.m.
Following the media fair, we will have our opening night reception. It’s a fun opportunity to meet other summit attendees, grab a light bite and beverages before the summit begins the next morning.
The 3AF Summit will be held on May 23. Immediately following the summit sessions, we will host our annual 3AF Excellence Awards reception and dinner, honoring the best creative work, agencies and marketers in our industry. The dinner program will include entertainment and a delicious three-course dinner.
May 23rd Conference Schedule:
8am – 9am
9am – 9:15am – Summit Opening – General Session
– Welcome and Opening Remarks by 3AF President Jay Kim
9:15am – 9:55am – General Session
3AF Founders: Honoring Our Past; Celebrating the Present; Empowering the Future
The 3AF was founded by a group of multicultural marketing pioneers in 1999 who felt there were significant business opportunities by marketing to Asian American consumers. Fast forward 20 years, much about what we know about multicultural marketing and the media landscape have changed. In this 20th anniversary summit, we have invited the founders back to share with us their observations, experiences and lessons of multicultural marketing and Asian American marketing over the past 20 year and their visions for the future.
Panel: Eliot Kang (Kang & Lee), Shelley Yamane (Muse), Zan Ng (Admerasia) and Julia Huang (InterTrend) are the panelists with Bill Imada (IW) as moderator.
10:00am – 10:30am – Breakout Sessions
Branding Toyota in the Asian American Community
The Asian American tendency for early tech adaption also carries into the automotive space, where the segment highly over-indexes in ownership of hybrids and alternative fuel vehicles. As a leader in the industry, Toyota sees the value and opportunity of the Asian American segment for its future growth and leadership position. To continue this momentum, Toyota kicked off a unique, Asian American consumer focused hybrid brand effort this year. Scott Wracher, General Manager of Brand, Cross Vehicles Line, Education, and the Toyota Dealer Association at Toyota Motor North America, will speak on the importance of the Asian segment and how they reach this key audience.
Speaker: Scott Wracher , GM, brand/Cross vehicle/Toyota Deader Association/Education, Vehicle Marketing and Communications, Toyota Motor North America and Matthew Choy, Account Director, InterTrend
Wéi the North: Multicultural Marketing Lessons from Canada
While multicultural marketing in the U.S. is primarily focused on the Hispanic and African-American consumers, Asian populations continue to boom and marketers need to understand the opportunities and challenges. As such, we can look to Canada for inspiration. Why Canada? Canada will be welcoming over 1 million new immigrants in the next 3 years alone with the majority coming from Asia. By the year 2036, Canada’s multicultural consumers will represent 34% of the population and according to Statistics Canada, other urban centers across the country can reach over 80% with South Asians and Chinese quickly becoming the “visible majority”. Canada is increasingly becoming an Asian-influenced country and brands have taken notice.
Join Canadian Multicultural Marketing veteran Bobby Sahni who will share key insights and opportunities relevant for the U.S. market, along with examples and learnings gained by marketing to Asian consumers in Canada.
Speaker: Bobby Sahni, Co-Founder and Partner, Ethnicity Matters
10:30am – 10:45am – Morning Break Sponsored by AARP
10:45am – 11:25am – General Session
Optimizing Your Media Mix for Asian American Marketing— Results from the 3AF’s Second Media Consumption Study
Iris Yim, 3AF Vice President and President, Sparkle Insights, will share results from the 3AF’s second media consumption study. What media mix should you have when targeting Asian Americans? Which social media platform is the most effective for your specific Asian target? What language should you use in your Asian American campaigns? What are some cultural and language nuances for major Asian nationalities as well as Asian American media consumption habits for both traditional and digital media?
Speaker: Iris Yim, 3AF Vice President and President, Sparkle Insights
11:30am – 1pm – Lunch Sponsored by Nielsen
Speaker: Mariko Carpenter, Vice President of Strategic Community Alliances at Nielsen
1pm – 1:30pm – Breakout Session
The Power of Asian Media
As Asians become the fastest growing ethnic population in the US, the need for Asian media to start conversations with this audience becomes more important. But how do we embrace the media options that we have to talk to the Asian consumers? This panel will discuss the current power of Asian media and how it plays an important role for businesses that focus on local audiences as well as how the strategies compare and contrast against national audiences. We will also discuss how we can increase accountability and enhance Asian media in the future.
Panel: Danny Wong, Skylink TV; Susan de los Santos, The Filipino Press; Jaideep Janakiram, Sony Pictures Networks; and Brian Jun, The Korea Times.
Moderator: HL Gan, GP Generate.
From All-American Girl to Fresh Off the Boat to Crazy Rich Asians and Beyond: How the Changing American Landscape has Demanded Better Asian American Representation in the Last 25 Years
In 1994, ABC aired the first episode of All-American Girl, a show featuring a Korean American family starring Margaret Cho. The show was cancelled after one season, failing to capture praise from critics and audiences. Fast forward, and, 25 years later, we have seen more Asians on television and movies thanks to Fresh Off the Boat, Master of None, Selfie, and Crazy Rich Asians. While we have some great strides in Asian media representation, Asian Americans still have a long way to go. Join Frances Rubio, Multicultural Marketing Analytics, GroupM, as she shares insights and the latest research on the social and cultural impact of Asian representation in the big screen and in television and social media and how the rise of Asian representation affects the rest of mainstream America.
Speaker: Frances Rubio, Multicultural Marketing Analytics, GroupM
1:35pm – 2:05pm – Breakout Session
Changing Media Consumption Habits of Asian Customers & the Global Media Landscape
Asian Americans have been able to find and consume media from their home country for decades. However, new and second generation Asian Americans are increasingly looking for content that reflects their outlook as consumers who straddle multiple cultures and countries. This change has shifted dramatically in the past five years, with no end in sight. In this segment, Liz Riemersma will review what has changed in the global media landscape to drive these new behaviors, how companies like Sling and DISH have adapted, and what changes we might see in the future.
Speaker: Liz Riemersma, Director, International, Dish/Sling
1:35pm – 2:05pm
How Asian American Programming Led the Digital Over the Air Broadcasting Revolution
Ten years ago, the media landscape was dramatically different. Local TV, cable and satellite ruled the day. Streaming platforms and social media apps had not come into their own. But with the change in the broadcast television standard from analog to digital, local television stations began to multicast and Asian-American programmers in particular led the movement now known as ‘cord-cutting.’ Kapur will speak about this sea-change in community coverage on the local level that did not exist a decade ago.
Speaker: Ravi Kapur, CEO, Diya TV
2:10pm – 2:45pm – Breakout Session
Reinventing the Game: Taking Asian American Marketing to the Next Level
Asian Americans are defining the future of communications and brands are starting to recognize. With deep connections to global technology and trends, their behaviors are providing a predictor of where the general market is headed—not the other way around. State Farm is among the brands upping their game and redefining the rulebook on how to successfully capture a market that leads, and doesn’t follow. Join State Farm and Admerasia as we explore strategies at the intersection of creativity and technology, and make some bold predictions about where we’re headed next… spoilers: It’s not backwards.
Speaker: Jessica Peres, State Farm and Julia Kang, Admerasia
Youth Audience and Entertainment – How to Resonate with The Next Generation of Cultural Influencers
The landscape of content production and availability has changed drastically in the last decade. The demographics of audiences has also shifted so that more than half of younger audiences are multicultural. For media partners, there is a general lack of emphasis on capturing AAPI consumers in the areas of TV, film, advertising, VR/AR spaces, social media, and so forth. In this panel, we will explore ways in which various media partnerships can help facilitate better targeting of AAPI audiences and consumers. We will discuss how creators can help educate their respective fields on the need to reach AAPI.
Panel: Jenn Lee Smith, Director/Producer of Faithful, Jane and Emma, Robert Lundberg, COO at China Lion Film Distribution and Yoshi Sudarso, Indonesian American actor, model and stuntman
Moderator: Michelle Sugihara, Executive Director of CAPE
2:45pm – 3:00pm – Afternoon break sponsored by AARP
3:00pm – 3:30pm – Breakout Session
Brand implications for Asian American and Asia impacting US market
How is brand or business building evolving the US and implications for Asian American brand or business? Moving from multi-culturism to micro culturasim, big mass brands to smaller local brands, mass advertising to influencers and word of mouth may be trends. Also, how is the China & India market evolving and its implications? Digital life, Cultural pride, new retail, etc., are some of the topic that will be discussed from perspective of Colgate Palmolive.
Speaker: Kalindi Mehta, Director, Consumer and Market Insights, North America Division at Colgate Palmolive
How to effectively reach young Asian Americans — Millennials and Gen Zs — in a world of ethnic diversity but with lack of sustained representation.
Asian American audiences represent a growing and influential consumer demographic with a projected purchasing power of $1.3 trillion by 2022, according to the Selig Center for Economic Growth. However, this does not seem to translate into a proportional ad spend or consistent representation of their tastes, consumer behavior, and diversity within the demographic when targeting Millennials and Gen Z generations.
Our panel will discuss what it takes to reach this young demographic with meaningful content and effective culture-first activations that cannot be accomplished with a total-market approach.
Panel: Roslynn Alba Cobarrubias, ABS-CBN Head of Music & Talent, Global, Eljay Feuerman, Director of reDEFINE, an IW Group Initiative, Tiffanie Marie, influencer and creative mind without a filter
Moderator: Adrian Whant – Global Head of Content Monetization Strategy & Brand Solutions – ABS-CBN International
3:35pm – 4:05pm – Breakout Session
Around the World in Location Based Entertainment
In the search for new audiences and driving innovation, studios, production companies and start-ups have experimented with gamification, interactivity and immersion for well-known franchises and original content in the emerging Virtual Reality market. VR technology is being used for both marketing extensions and standalone businesses. Joanna Popper is the Global Head of Virtual Reality for Location Based Entertainment at HP Inc, and was previously EVP of Media and Marketing at Singularity University and VP of Marketing at NBCUniversal. She highlights global case studies of what’s working and what’s not in Location Based Entertainment & Virtual Reality, and the technology that drives these compelling new media experiences.
Speaker: Joanna Popper, Global Head of Virtual Reality for Location Based Entertainment at HP Inc
3:35pm – 4:05pm
The Power of the Multicultural Digital Consumer
The Power of the Multicultural Digital Consumer provides brands, agencies and research companies never-before-seen data in three areas: (1) 2017-2018 digital media spend for Asians, Hispanics, African Americans, and Non-Hispanic Whites; (2) Key digital behavior and attitudes by ethnicity/race, and age (18-34, 35-49); and (3) Key findings of several empirical studies that drive in-cultural marketing effectiveness (Hispanic v. Non-Hispanic White). In short, this presentation will help companies navigate a 21st-century, digitally-centric media landscape with actionable insights and strategies for the New Mainstream.
Speaker: Jake Beniflah, Executive Director, Center for Multicultural Science
4:10pm – 4:40pm – General Session
Marketing Asian Kids Entertainment to the American Market
In an increasingly globalized media market, interest and consumption in Asian culture and entertainment is at an all-time high. Power Rangers and Pokemon, properties that initially originated in Asia, have evolved into American pop culture icons. But in the cluttered and competitive teen and kid’s demographic, it is still a challenge to transition new Asian-based entertainment to the mainstream diverse American market. Join Hasbro creative executive Melissa Flores (Director, Power Rangers Development & Production) and Malika L. Eubank (CEO, HyperRPG) as they discuss the opportunities, potential pitfalls and intricacies that come with adapting and marketing new Asian kid’s entertainment to the United States.
Speaker: Melissa Flores, Director, Power Rangers Development & Production at Allspark Pictures, a Hasbro Company and Malika Lim Eubank, CEO, Hyper Rabbit Media
4:45pm – 5:30pm – General Session
The 2020 Census: Start Here to Shape Our Future for the Next 10 Years.
The 2020 Census is less than a year away, with the important task of counting everyone living in the U.S. beginning early next year. The responses collected from the census serve statistical purposes that will impact the visibility and representation of all Asian American communities for the next 10 years.
For the Asian American advertising industry, consider how census data is used every day to inform critical business decisions and identify needs and opportunities. If multicultural communities do not respond accurately, these gaps of information will serve as an undercount of the diversity, the size, and the unique characteristics of our audiences for the next 10 years.
The panel will feature Julie Lam, Los Angeles Regional Director, U.S. Census Bureau, Daphne Kwok, Vice President, Multicultural Leadership – Asian American & Pacific Islander Audience Strategy, AARP, and Neil G. Ruiz, PhD, Associate Director, Global Migration & Demography Research, Pew Research Center, where together, they will discuss why a complete and accurate count is essential to our industry, and ways in which we can participate. The panel will be moderated by 3AF Board Member Tim Wang, Founder & Principal, TDW+Co.
5:30pm – 5:45pm – General Session
5:30 p.m. – 6:30 p.m. 3AF Excellence Awards Reception
6:30 p.m. – 9 p.m. 3AF Excellence Awards Dinner with Charity Partner, St. Jude
Sponsorship opportunities are still available. Contact firstname.lastname@example.org for details.
Our venue is the InterContinental hotel in downtown Los Angeles. As the tallest building west of Chicago and a 2018 Travel + Leisure World’s Best Hotel, the InterContinental Los Angeles Downtown has spectacular views from the 70th floor sky lobby.
The 3AF has negotiated a special rate for summit attendees. The rate is $289 per night for a King or Queen Superior room. The rate is available on a first-come, first-served basis and must be booked by April 22. After April 22, the hotel’s prevailing rate will apply.
To reserve, visit: 3AF Summit hotel room block link.
Or call the hotel directly at 1-213-688-7777 and use option 1 and ask for the 3AF rate.