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  • 3AF – 2023 Asian Marketing Summit
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3AF Asian Market Immersion Tour, May 12, 2015 in Los Angeles

  • The 3AF charted a bus for the all-day immersion tour of San Gabriel Valley and Koreatown.
  • Attendees had fun on the tour and even had time to take a selfie.
  • 3AF President Edward Chang welcomed the attendees to the tour lunch, featuring dim sum and other Chinese delicacies.
  • Mayor Hans Liang of Monterey Park was the keynote speaker at the lunch at NBC Seafood Restaurant.
  • Board member Joe Min from interTrend Communications gave attendees some background on Focus Plaza, one of the tour stops.
  • Attendees enjoyed a guided tour of a Ranch 99 supermarket in San Gabriel Valley.
  • Board member Jay Kim from AAAZA gave attendees a brief history lesson on Koreatown.
  • Attendees got to sample Korean shaved ice from Sul n Bean.

2015 3AF Asian Marketing Summit in Los Angeles A Great Success

  • 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 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 2015 3AF Asian Marketing Summit was another huge success.
  • 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.
  • 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.
  • During breaks between sessions, summit attendees enjoyed networking and meeting new friends.
  • Attendees enjoyed a delicious buffet lunch catered by Chef Roy Choi.
  • 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.
  • 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.
  • 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.
  • Through the Summit, attendees were actively engaged, listened attentively to the speakers and panelists and captured critical information during the sessions.
  • 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.
  • 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).
  • 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.
  • 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.
  • 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.
  • 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.
  • Dr. Jake Beniflah spoke about how the multicultural population and Asian consumers specifically are fueling retail growth in the independent retail grocery chain.
  • 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.
  • 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.

2014 3AF Asian Marketing Summit Inspires Attendees

  • The 3AF Boot Camp included a research presentation by experts. Pictured left to right are Sharmila Fowler, moderator and President of Red Lion Consulting; Thomas Tseng, Principal and Co-Founder, New American Dimensions; Raul Lopez, Vice President, Research Services, Geoscape; and Iris Yim, Founder, Vision Strategy & Insights.
  • The 3AF Board was excited to welcome attendees. Pictured left to right are Edward Chang, 3AF President; Genny Hom-Franzen, 3AF Executive Director; and Tommy Ng; 3AF Board Member.
  • The conference room was packed with attendees, including advertisers and corporate marketers, researchers, PR experts, community and industry partners; advertising agency executives and media.
  • In keeping with tradition, 3AF President Edward Chang made welcoming remarks and shared highlights of the conference agenda.
  • The 2014 3AF Asian Marketing Summit was a huge success, and the attendees enjoyed the presentations.
  • Attendees once again enjoyed the networking break where they were encouraged to meet new friends by sharing their bucket list, their biggest inspiration and what they would do if they won $1,000.
  • Filipino comedian Joey Guila was the emcee for the 3AF awards program and had everyone laughing.
  • The audience, captivated by Joey’s Guila’s humor, enjoyed the 3AF Awards Program.
  • Attendees were all smiles at the 3AF Awards Reception.
  • Gerald Johnson, II, Chief Diversity Officer and Senior Vice President of Marketing for the American Heart Association, discussed his organization’s “20/20” goal of using engagement marketing to reach all Americans, including Asians.
  • Once again, Nielsen was the sponsor of the conference lunch. Betty Lo, Vice President, Public Affairs & Marketing, Nielsen, spoke about reaching the dynamic Asian American consumer.
  • Amber Webster, Senior National Director, Asian American Markets, United Healthcare, spoke about Asian Americans and the Affordable Care Act.
  • The conference featured a panel of innovative marketers who are charting new territory with Asian Indian consumers.
  • The Filipino Channel sponsored the awards program, which included a unique, musical performance by Kulintronica.
  • Honored as Corporate Marketer of the Year was AT&T. Pictured right, accepting the award was Laura Hernandez, Executive Director, Multicultural Marketing, AT&T.
  • Generous sponsors helped make the conference another great success.
  • AAAZA and DirectTV took first place honors in the creative campaign of the year category. Pictured are Jay Kim, Managing Director, AAAZA and Carl Briones, The Filipino Channel.

2013 3AF Asian Marketing Summit A Huge Success

  • Attendees had fun during the networking activity, a new addition to the conference agenda.
  • Attendees visited the table top exhibitors who included NTD Television, CMPG and Air Supply Communications, pictured here.
  • Claudine Unterman from Nielsen and a new friend were called up on stage to show everyone their secret handshake!
  • Money Gram executives shared their insights on winning in the multicultural market and connecting with the ethnic consumer. Pictured left to right are Hal Gronfein, Marketing Director; Retail and Outdoor Corridor; Zainab Ali, Marketing Manager, South Asia and Middle East; and Ivy Wisco, Senior Marketing Manager, Asia.
  • Cheryl Pearson-McNeil, Senior Vice President, Public Affairs and Government Relations, Nielsen, gave the keynote address at lunch.
  • Kim Collins, Director, Multicultural Marketing at Verizon, talked about why the company was honored in 2011 as the 3AF’s Marketer of the Year.
  • Attendees listened attentively during the one and a half day summit.
  • Khee Lee, Head of Agency Development at Google, provided insights on how marketers can use YouTube to build their brand.
  • The MGM’s prefunction area was the setting for the 3AF’s Creative Excellence Awards reception.
  • Mnet generously sponsored the awards event.
  • Ricky Resurreccion, Director of Ad Sales for The Filipino Channel (TFC), accepted the award on behalf of TFC for media partner of the year.
  • Geoscape received honors as the 3AF’s Marketing Research Partner of the Year. Accepting the award was Carlos Cordoba, Senior Client Advisor.
  • Tony Rogers, Senior Vice President, Brand Marketing & Advertising, Wal-Mart Stores, accepted the 3AF Marketer of the Year award. Pictured with Rogers are Genny Hom-Franzen, 3AF Executive Director (left), and Sharmila Fowler, 3AF Board Member.
  • Attendees from DAE and TFC show off their awards.
  • Day two featured a panel with You Tube talent, (left to right) Jonathan Chang, Manager, Junction Management; Cassey Ho, Blogilates; and Gerrard Panahon.
  • David Burgos of Millward-Brown’s topic was “Don’t Get Lost in Terminologies....Fact is that We Are All Part of the Soup!”
  • Christopher Chen spoke about “Linsanity: The Movie” scheduled to open in Fall 2013.
  • Peggy Kennedy of Kennedy Event Marketing shared an interesting presentation on the San Francisco Lunar New Year Parade & Festival.
  • The conference was made possible thanks to many generous sponsors and our industry partners, the ANA and AEF.
  • At the end of the conference, a few 3AF Board Members paused for a celebratory photo. Pictured left to right are: Mike Sherman, KTSF; Vin Bhat, Saavn; Joe Min, interTrend; Edward Chang, APartnership; Genny Hom-Franzen, 3AF; Nita Song, IW Group Inc., and Ricky Resurreccion, The Filipino Channel.
  • President Edward Chang made closing remarks and thanked everyone for attending.
  • Nita Song, left, 3AF Past-President, was surprised with a special award presented by 3AF President Edward Chang, right.
  • Ken Muench spoke on cross culturalism.
  • A capacity crowd attended this year’s summit.

2012 3AF Asian Marketing Summit Engages Attendees

  • Rishad Tobaccowala, Chief Strategy and Innovation Officer, Vivaki, kicked off the conference with a dynamic speech about leveraging the changes in consumer behavior, the rise of social media, the future of marketing and how to use trends to build brands and careers.
  • Frank Piotrowski, Senior Vice President, Measurement Science, Nielsen, spoke about how multicultural groups are a critical element for long term growth in the consumer packaged goods industry.
  • Ethnodynamics: Marketing to Asian Americans, a session featuring Edwin Wong, Senior Director, B2B Strategic Research & Insights at Yahoo!, included information about the buying power of Asian Americans and how acculturation affects the marketing preferences for 1st and 2nd Generation Asians.
  • Jessica Geremia, National Strategic Planning and Advertising, Toyota Motor Sales, shared insights on Toyota’s efforts to reach and retain Asian American consumers. Last year, Toyota was named as the 2011 3AF Marketer of the Year.
  • The lunch panel was sponsored by MNet and featured left to right, Sheri Bryant, producer; Ann Lu, Vice President, Marketing & Communications, MNet; and Dave Swartz, Co-founder and Chief Creative Officer, MEDL Mobile.
  • Asian Mommy Bloggers discussed their tremendous influence Moms have on buying decisions in many Asian American households. Pictured to right are: Grace Hwang Lynch; Kathy Choi-Lee; Thien-Kim Lam and Stefania Pomponi-Butler.
  • Miguel Santos, Head of MYX-TV, the award event sponsor, made brief remarks.
  • Blush, an Asian girl band, performed at the awards event. Their performance was generously sponsored by MYX-TV.
  • After their performance, Blush posed for a photo with 3AF Board Members.
  • Cheryl Pearson-McNeil, Senior Vice President of Public Affairs & Government Relations, Nielsen, made closing remarks on the Mommy Bloggers panel.
  • Experimentation and Growth, Coca-Cola’s Success Story, was the topic presented by Diahann Young, Director, Diversity Business Development, Coca-Cola.
  • Mara Riemer, Corporate Director of Market Research & Brand Strategy, Las Vegas Sands Corp., talked about the importance of Asian consumers in the travel, hospitality and gaming industries.
  • At the awards event, Alice Lee, Vice President of Research at KSCI (LA-18), (left) presented the 2012 3AF Media Partner of the Year award to Lisa Yokota, Director of Marketing at KTSF.
  • Tim Wang, Principal, T.D. Wang Advertising Group and 3AF Board member, (left) presented the 2012 3AF Marketing Research Partner of the Year award to Nielsen. Accepting the award was Cheryl Pearson-McNeil, Senior Vice President of Public Affairs and Government Relations, Nielsen.
  • Genny Hom-Franzen, 3AF Executive Director, (left) presented the 2012 3AF New Marketer of the Year Award to Puget Sound Energy. Accepting the award from PSE was Megan O'Brien, Energy Efficiency Communications Manager.
  • Admerasia received the Gold award (first place) for Creative Campaign of the Year. Standing left to right are Genny Hom-Franzen, 3AF Executive Director, and Tommy Ng, General Manager, Admerasia.
  • Dick Stone, Senior Vice President, One World Sports, kicked off day two of the conference with a discussion entitled “Linsanity: Monetizing the Asian American Sports Fan.”
  • Christine Chen, Interim Executive Director, Asian & Pacific Islander American Vote (left) and Gloria Chan, President & CEO, Asian Pacific American Institute for Congressional Studies, spoke about Asians, public policy and the upcoming election.
  • Speaking about opportunities in the Asian market in Canada were Bobby Sahni, Rogers Communications (left) and Joycelyn David, Director of Marketing, Western Union. Also on the panel but not pictured was Rod Cumming, CIBC.

3AF Panel Discussion on Social Media

  • Enjoying the networking time were left to right: Jim Baral, Baral Media Group; Miguel Santos, MYX and Tim Wang, 3AF Board Member and Founder, T.D. Wang.
  • The 3AF logo greeted everyone as they entered the venue.
  • Ed Chang, 3AF Secretary and Vice President, APartnership, welcomed attendees and made brief remarks.
  • 3AF Board Member Jay Kim, Managing Director of AAAZA, began the discussion by introducing the panelists.
  • Speakers included (left to right) Fern Decena, Social Media Consultant; Jon Yokogawa, 3AF Board Member and Vice President, Consumer Engagement, interTrend; Mia Hu, Interactive Experience Director, IW Group, Inc. and Moderator, Jay Kim, 3AF Board Member and Managing Director, AAAZA.
  • Attendees listened attentively to the speakers’ remarks.
  • 3AF Member Esther Chavez, Inquirer.net, directed a question to the panelists.

3AF Sponsors ANA’s Multicultural Marketing and Diversity Conference November 6-8, 2011

  • From left to right: Rickey Smiley, Host, the Rickey Smiley Morning Show, and Edward Chang, APartnership.
  • From left to right: Rickey Smiley, Host, the Rickey Smiley Morning Show, who served as the evening's emcee; Joe Min/Account Director, Bob Zeinstra/National Manager, Advertising & Strategic Planning, David Chung/National Manager, Targeted Advertising and Strategy, Jon Yokogawa/VP, Consumer Engagement, James Kulp/Account Director.

3AF Hosts Successful Asian Marketing Summit 2011

  • This year's conference had a record number of corporate executives and media sponsors in attendance.
  • President Nita Song gave everyone a warm 3AF welcome.
  • Futurist Michael Tchong, founder of Ubercool, was the conference's opening speaker.
  • Asian American YouTube artists performed at the awards event. Pictured, left to right are Joseph Vincent, Timothy Delaghetto, Michelle Martinez, Erika David, and Giancarlo Pacheco, President, Plan C Agency and 3AF Board Member.
  • A panel of Asian GenYers candidly discussed how they consume media.
  • tereotypes vs. insights were also discussed. Pictured left to right are Sharmila Fowler, consultant and former 3AF Board Member (at the podium); Linda Akutagawa, Senior Vice President, Leadership Education for Asian Pacifics; Tuan Pu Wang, Creative Director, Admerasia; David Toyoshima, Executive Creative Director, IW Group, Inc., and Shalini Shakanar, Northwestern University.
  • Ed Gold, Advertising Director, State Farm, spoke about the company's award-winning advertising strategies.
  • Warner Bros. Pictures Senior Vice President of Targeted Marketing Rick Ramirez spoke on how his company markets to Asian Americans.
  • Jed Meyer, Senior Vice President, Strategic Account Manager for Media Services, The Nielsen Company, gave the keynote luncheon address.
  • After the final session, 3AF Board members and conference planning team members celebrated another successful conference.
  • Pictured left to right are the speakers on “English-speaking Asians—Do they speak American?”: Jun del Rosario, Senior Director, The Filipino Channel; Nidhi Gupta, Senior Marketing Manager, Western Union, and Navin Narayanan, Vice President, Strategic Services, IW Group, Inc.
  • The results from the 2010 U.S. Census was a popular topic at the conference. Pictured left to right are Jerry Wong, Informational Services Specialist, United States Census (at podium); Sheetal Chadha, Strategic Planning Supervisor, ES Advertising; Ed Chang, Managing Director, APartnership and 3AF Board Member, and Fred Lie, Director of Brand Planning, Ten Advertising.
  • Laura Hernandez, Executive Director, Diversity Marketing, AT&T presented a case study.
  • The telecom immersion continued with panelists from Verizon who spoke about generational Asian American marketing. Pictured, left to right, are: Oscar Madrid, Director, National Multicultural Marketing (at podium); Fernando Molinar, Associate Director, Multicultural Marketing; and Tim Youn, Manager, Multicultural Marketing, Verizon Wireless.
  • Panelists who spoke about non-traditional marketing were, left to right: Carla Dodds, Senior Director, Multicultural Marketing, Wal-Mart Stores, Inc.; Emily Preciado-Fonseca, Advertising Manager, Farmers Insurance; Marlyn Garcia, Multicultural Marketing Director, Time Warner Cable; and moderator Sandra Lee, President, ES Advertising and 3AF Board Member.

3AF Hosts Annual Membership Meeting in San Francisco

  • After the votes were counted, 3AF President Nita Song (center) gave a big, warm welcome to the newly elected board members: Giancarlo Pacheco, President, Plan C Agency (left) and Tim Wang, Founder and Principal of T.D. Wang & Associates (right).
  • Attendees gathered for a quick photo after the meeting concluded. Pictured, seated, front row are 3AF officers, left to right: 3AF Treasurer, Olivia deJesus, ABS-CBN, International; 3AF President, Nita Song, IW Group, Inc. and 3AF Secretary Ed Chang, APartnership. Second row, standing left to right are: Jon Yokogawa, interTrend; Tim Wang, T.D. Wang & Associates; Giancarlo Pacheco, Plan C Agency; Kevin Vu, AAAZA; Saul Gitlin, Kang & Lee; Fan Chew, DAE; Alice Lee, KSCI; Lisa Yokota, KTSF; Karen Park, Ten Advertising; Esther Chavez, Inquirer.net; Genny Hom-Franzen, 3AF; Joseph Nguyen, VBS Television Network and Ricky Resurreccion, ABS-CBN International.

3AF Sponsors ANA’s Multicultural Marketing and Diversity Conference

  • 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.
  • 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.
  • 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.
  • 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.
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