Conference Agenda

Model Minority to Model Consumer--

Capturing your share of the Asian consumer market

May 20-21, 2010

MGM Grand Hotel and Casino
3799 Las Vegas Boulevard South
Las Vegas, Nevada 89109


5/20, Thursday: Conference from 8:30 a.m.- 5:00 p.m.
  3AF Awards Event 6:30 a.m - 8:30 p.m.
   
5/21, Friday: Conference from 8:00 a.m. - 12:15 p.m.


Day 1 – Thursday, May 20, 2010

8:30    Registration and Continental Breakfast

9:00    Welcome, Nita Song, 3AF President

9:05    Mighty Tasty and Mighty Influential—The Impact of Chinese Food on American Life
Presenter: Jennifer 8. Lee, author and former New York Times reporter
 
Jennifer 8. Lee penetrates the world of Chinese food, raising questions about what it means to be American. She takes us to the hometown of General Tso (a military hero immortalized as much for crunchy chicken as his conquests), the surprising origins of the fortune cookie (it’s not China), and even to outer space. It's a presentation that makes you think twice about just how influential Chinese food is in American lifestyle and culture.

9:45    Up Close Like Never Before…—Sneak Preview of the 3AF’s Ethnographic Research Study

Presenters: Michele Valdovinos, Phoenix Multicultural, Sharmila Fowler, New American Dimensions; Navin Narayanan, IW Group, Inc.; Grace Chiu, GC Global Research.
Moderator: Genny Hom-Franzen

The 3AF will soon be releasing the results of an exciting ethnographic research study that captures the heart, soul and mind of the Asian immigrant consumer.  Entitled “Up Close Like Never Before – The First Comprehensive Ethnographic Study of the Asian American Consumer,” the study provides a deep dive into what really drives today’s Asian Americans, including their values, lifestyles and culture.  Join us for a sneak preview and inside look at this comprehensive and critical research project, which includes the premiere of the study's full video and key highlights from the report.

11:00  JC Penney:  What Success Looks Like

Presenter: Lisa DeStefano-Orebaugh, Divisional Vice President, Director of Brand Communication and Strategy, JCPenney; James Kulp, Account Director, Intertrend.

Retailers have been targeting the Asian consumer segment for more than 10 years.  Known for its urban approach and effective use of non-traditional media, JCPenney has made its mark in Asian marketing.  This case study will showcase their innovative approach and commitment to their growing Asian customer base.

12:00  Lunch - Sponsored by Nielsen

Nielsen’s Asian Measurement Opportunity

As the world’s leading marketing and media information company, Nielsen delivers accurate measurements to all of our key audiences. The Asian audience is an increasingly important segment, and Nielsen has taken key steps to deliver measurement solutions for this growing population. We’ll share our thoughts on Nielsen’s key Asian initiatives and the opportunity that lies ahead.

Presenter: Cheryl Pearson-McNeil, Senior Vice President, Nielsen

1:30    The 2010 U.S. Census Campaign:  A Historic Milestone in Reaching the Hard-to-Count Asian

Presenters: Raul Cisneros, Chief of the 2010 Census Publicity Office, U.S. Census Bureau; Charmaine David, Account Director, IW Group, Inc.

In developing the Asian Audience campaign for the 2010 Census, multiple variables that characterize hard-to-count Asians were evaluated. These factors were creative filters for concept development and key drivers for media type, outlet selection and campaign execution. This provocative session will cover what to expect from a completely research-based, “happens only every ten years” large-scale roll out in 13 different Asian languages, provide insight into an Asian-centric campaign that must reach everyone but targets the hard-to-count, and a fully integrated Asian communications campaign designed from the bottom up vs. top down

2:45    Spotlight on Hyundai’s Unprecedented Success Story

During these challenging economic times, it seems only a select group of “value” brands are creating success in their marketing efforts.   Hyundai’s amazing success in the last two years has been a case study for the entire marketing industry.  With a commitment to value, customer service and innovation in products, their formula for success has worked.  Come hear their story and experience their fast progress to the top of their game!

Presenter: Grace Kim, Manager, Asian Marketing, Hyundai

3:45    Break—sponsored by Multicultural Radio Broadcasting Inc.

4:00    “Different Strokes for Creative Folks”--Leading creative talent discuss the top challenges in Asian marketing

This panel will be like none you have ever seen before. A panel of the most talented and innovative creative directors in the Asian American market will have a few minutes each to answer a series of questions. If you've ever worked with creative talent before, then you understand . . . You never know what you’re going to get!  During this hour, you will get access to some of the most insightful and colorful minds who will show you what works and what doesn't. Best of all, you will come away with the knowledge you need to better tailor your messages and visuals to the Asian American market.

Presenters: Steve Lam, Creative Director, APartnership; Tuan-Pu Wang, Creative Director, Admerasia; John LeeWong, Executive Creative Director, IW Group, Inc., Sunny Teo, Executive Creative Director, DAE Advertising; Olivia de Jesus, former Creative Director, McCann Erickson, Ace/Saatchi & Saatchi. Moderator: Jon Yokogawa, interTrend Communications

6:30    3AF Awards event

Back by popular demand, it’s the 3AF Awards celebration!  Join us for food, friends and fun as the 3AF honors the best of the best in our industry!  This year, the 3AF will bestow awards for media partner, creative agency, client/marketer and marketing researcher of the year.   Following the fast-paced awards program, you will get a chance to enjoy cocktails and delicious appetizers, mingle with old friends, meet new friends and view the award entries in a casual and informal setting.

Mistress of Ceremonies: Shelley Yamane, MuseUSA.

 

 

DAY 2, Friday, May 21, 2010

8:00    Breakfast

8:30    Big Growth in Little India – A spotlight on Asian Indians in the U.S.

Presenters: Michael Vitug, interTrend; Sharmila Fowler, New American Dimensions

Come hear the potential of this large and growing segment of the Asian American population. A recent study by interTrend Communications and New American Dimensions captured unique insights in the daily lives of this highly acculturated and successful group. Study highlights will be supplemented by a video snapshot of Asian Indians to affirm and personify the findings from the research.

9:00    Inside the Zappos Brand

Presenter: Aaron Magness, Director of Brand Marketing and Business Development, Zappos.com

Aaron has worked in Business Development in retail for more than 8 years.  His career has taken him through sales, operations and all the grunt work it takes to make his team successful. He joined Zappos.com with a primary focus in business development. However, his role has grown to include oversight of Brand Marketing, PR and Social Media as well as Business Development.  He received his BBA from University of Wisconsin – Madison with a double major of Marketing and Management & Human Resources.  People often do the stupid stuff while they are still in school, but he chose to run with the bulls in Pamplona, Spain only five weeks before his wedding day.  Luckily, he made it out alive.  Also, while not really enjoying either event, he is a marathoner and triathlete.  

9:30    Panel Session: Power of Social Marketing:  How Asians Connect Online

Social media, described by top PR gurus Brian Solis and Deirdre Breakenridge at its simplest, as "anything that uses the Internet to facilitate conversations,” is now empowering people to become the new influencers.  It is forcing PR and marketing professionals to take a closer look on how to utilize this democratization of content in their advertising and marketing communications.  More than half a billion people are profiled in social networks today, a growing number of which is comprised by Asian Americans.  But where do they gather and connect? What conversations or online activities engage them?  What markets are formed and transformed by such connections? Here to talk about an emerging "relationship economy" are Asian American online innovators who will touch on the growing power of online community, dialogue and networking.

Presenters:  Joyce Lan Kim - Soompi, Janice Kang - Naver, Suk Park - Drama Fever, Stephen Liu - Privy.net, Susan Tran - AuLacOi.com, Manny Legaspi - FilAmNation.com
Moderator: Karen Park - Ten Communications

11:00  Engaging the Millennial Asian-Americans

At once thoroughly American, yet proud to be Asian, the so-called millennial Asian-Americans have evolved into a cultural force that can no longer be ignored.   The marketing and advertising industries are realizing the influence and affluence of this 2nd generation market.  How can we engage a generation that grows up appreciating Asian pop culture side by side with the mainstream?  How can we reach the most tech savvy demographic that knows no boundaries when it comes to media consumption?   And what does it mean for our industry, our businesses and most importantly, our collective culture, when we succeed in bringing the millennial Asian-Americans into the mix?

Presenters: Tuan Do, APEX; Chi Ninh, MYX; Angela Pang, (AsianWeek/Asian Heritage Street Celebration) and Giancarlo Pacheco, Plan C Agency.
Moderator: Peter Huang, AAAZA.

12:15 p.m.     Conference concludes

**Register here**

 

 

Speaker Bios and Photos

Jennifer Lee

Jennifer 8. Lee was a reporter at The New York Times for nine years. She harbors a deep obsession for Chinese food, the product of which is The Fortune Cookie Chronicles (Twelve, 2008), which explores how Chinese food is all-American.

At the Times, she wrote about poverty, the environment, crime, politics, and technology. She was born and raised in New York City. She majored in math and economics at Harvard and, after graduating, spent a year at Beijing University studying international relations.

She is a former member of the Poynter Institute National Advisory Board, a board member of the Asian American Writers Workshop, and has been featured in the Esquire Women We Love issue.

 

 

 

Lisa DeStefano-Orebaugh

Lisa DeStefano-Orebaugh, Divisional Vice President, Director of Brand Communication and Strategy, JCPenney

Lisa brings with her 20 years of experience in building brands, using this to manage the “Why JCPenney” messaging strategy.  Lisa has worked in brand management, marketing, merchandising as well as product development.  Before joining JCPenney, she was a Divisional Merchandise Manager for American Eagle Outfitters and spent 13 years with Limited, Inc. where she worked at both Structure and Express. Lisa joined JCPenney in 2006,  with responsible for management and development of some of JCPenney’s largest private brands including St John’s Bay, ANA, Arizona and the juniors’ and young Men’s brand Decree. Currently Lisa is responsible for JCPenney’s strategy for General Market and Multicultural advertising including broadcast, radio & print for both media and creative. Lisa graduated from Ohio State University with degrees in Marketing and Fashion Merchandising.  Lisa lives in Frisco, Texas with her husband and two sons.

 

 

 

James Kulp

James Kulp, Account Director, Intertrend

 

 

 

Cheryl Pearson-McNeil

Cheryl Pearson-McNeil, Senior VP of Public Affairs, The Nielsen Company

Cheryl Pearson-McNeil is Senior Vice President of Public Affairs for The Nielsen Company. She is responsible for widening the scope of Nielsen’s government, community, and corporate social responsibility programs and special initiatives, including managing the company’s multicultural advertising campaign. In this role, Cheryl helps expand public outreach efforts across Nielsen’s Media, Business Media and Consumer businesses in the U.S. by identifying opportunities for external partnerships and fostering greater employee engagement in this important area. She is based in Chicago.

Cheryl previously served as Senior Vice President of Communications in support of Nielsen Consumer North America. In that capacity, she developed strong and successful external and internal communications programs aligned with the strategic objectives of Nielsen’s Consumer U.S. business.

She joined Nielsen in 2004 as a founding member of the Community Affairs organization for the Nielsen Media business in the Chicago area where she helped positively increase Nielsen’s visibility on local, regional and national levels. Prior to Nielsen, she oversaw station relations and community affairs for NBC 5 Chicago, headed the marketing and communications departments for several multi-million dollar non-profit organizations, including The Boys & Girls Clubs and the Girls Scouts. Cheryl also served as press secretary for the Chicago City Treasurer.

Cheryl holds a Bachelor of Arts in public relations from Purdue University and a Masters of Business Administration from the Keller Graduate School of Management.

 

 

 
Raul Cisneros

Raul Cisneros, Chief of the 2010 Census Publicity Office,
U.S. Census Bureau

Raul E. Cisneros is a public relations veteran who currently heads up the 2010 Census Publicity Office at the U.S. Census Bureau . Raul’s office manages the development of the 2010 Census paid media campaign in 28 languages and provides support for a $350 million communications contract for advertising services, public relations activities, online interaction and the implementation of the partnership and Census in Schools programs. Prior to assuming his current post, Raul also served as the head of the 2010 Census Media Relations Branch, where he was in charge of public affairs and media relations activities. He also served at the U.S. Small Business Administration where he was director of communications, deputy chief of staff and deputy associate administrator for field operations. Raul has been a public relations consultant and commentator for print, radio and television. Additionally, he has worked in the executive and legislative branches of the California state government and served as assistant state treasurer. He is a graduate of the U.S. Air Force Academy.

 

 

 
Charmaine David

Charmaine David, Account Director, IW Group, Inc.

Charmaine David is a seasoned brand strategist and integrated marketing communications specialist with valuable experience in direct, database and e-commerce marketing. She has been in the advertising agency industry for close to fifteen years and has a wealth of experience derived from having managed various local and international consumer packaged goods, automotive, banking, pharmaceutical and government products and brands. Prior to joining IW Group, Charmaine worked at McCann-Erickson Philippines where she managed multiple clients such as Coca-Cola, Gillette, Braun and Citibank. In 2001, she began her career as a strategic planner and business intelligence analyst at J. Walter Thompson’s Detroit, MI headquarters where she was tasked with data analytics, strategic development and ROI analysis responsibilities for a slew of Ford Division brands. Her expertise in Asian American marketing has allowed her to share brand best practices with Clients that have not fully maximized and realized the available opportunities that the Asian American market has to offer. Charmaine holds a master’s degree in Integrated Marketing Communications from Northwestern University.

 

 

 
Steve Lam

Steve Lam, Vice President, Creative Director, APartnership

Since 1999, Steve has been an integral part to the creative success of APartnership. Steve oversees a team of writers and art directors, as well as freelance designers, and develops campaigns from concepting to final production for all of APartnership’s Clients.

Before joining APartnership, Steve worked as an Art Director for LLT Advertising for clients such as Toyota, MCI Worldcom, Bell Canada, and HSBC.

At CYRK, a promotion agency, he worked on First USA Bank and Southwest Airlines; and assisted in the launch of a successful joint promotion between Swiss Army and Touchstone Pictures’ 1998 summer blockbuster Armageddon. Serving as Senior Art Director for both Harte-Hanks Direct and Wunderman, Cato Johnson he developed advertising campaigns for high-profile Clients such as Citibank, Allstate Insurance, Philip Morris, and Medspan Healthcare.

Steve earned a B.F.A. in Graphic Design and Advertising from the School of Visual Arts in 1992.

 

 

 
TuanPu Wang

Tuan-Pu Wang, Creative Director, Admerasia

For Tuan Pu, water is life. His favorite places are the seashore and the swimming pool. When rainstorms strike, he opens the windows wide so the sound can take him back to the typhoons of his native Taiwan, where he got his start at one of the world’s leading advertising firms.

As he admires the flow of a majestic current, Tuan Pu revels in the flow of good writing. In Taipei, he earned his B.A. in Chinese Literature from Taiwan’s Chinese Culture University. Skillful turns of a phrase fueled his early success as a copywriter in the Taipei branch of advertising giant Bozell Worldwide. His creative talent quickly led to his appointment to a Creative Director position at Bozell, where he became a key player in campaigns for Chrysler, Sony, Ocean Spray, SEIKO, Sanyo, Hong Kong Tourist Association and Tower Records, among others, during his 12-year tenure with the firm.

In the late 1990s, Tuan Pu was lured across the sea to New York, to become creative director for the young Admerasia. Since assuming this position, he has directed some of this growing firm’s most important projects, for clients such as MassMutual, Western Union, Foxwoods and others. His achievement has been reflected in an array of prestigious awards: the CLIO award for "Advertising Excellence Worldwide," the London International Grade Award, the International Advertising Festival of New York award, Japan ACC Advertising Excellence, the Summit Award, the Telly Award, Mobius Advertising Awards, Taiwan's 4A Advertising Awards in Print and Television; and the Chinese News Advertising Award in Print and Television.

Tuan Pu is a vessel of constant creativity. Under his direction, ideas flourish and take on new, unexpected shapes. Now entering his third decade in advertising, Tuan Pu continues to look to the water for inspiration, and like a mighty river, he continues to gain strength with every passing mile.

 

 

 
John LeeWong

John LeeWong, Vice President and Executive Creative Director,
IW Group, Inc.

John joined the IW Group team in 2002 to lead their creative charge. As a passionate, creative problem-solver with an extensive track record of creating award-winning work in both the General and Asian-American markets, he has helped IW Group win numerous creative awards, including two coveted ANA Multicultural Excellence Awards and the 3AF “Creative Agency of the Year” Award.

John has also spearheaded creative initiatives for MetLife, Walmart, McDonald’s, Farmers Insurance, U.S. Army, Southern California Edison, Pacific Gas & Electric, California Anti-Smoking, WaMu, Blue Cross of California, Comcast, ONDCP, American Cancer Society, and most recently—the momentous United States 2010 Census campaign which was executed in an unprecedented 13 Asian languages and reached-out to an additional 17 different Asian dialects.

John spent the first 18 years of his career in the general market arena as an Art Director and Creative Director at Cunningham & Walsh, Young and Rubicam and Lord Dentsu & Partners before entering the Asian-American market. As Executive Creative Director at interTrend Communications, he created the acclaimed Sprint “Monkey King” campaign, which won the AAAPRA Outstanding Creative Excellence Award and was featured in the Prentice Hall Collegiate Marketing textbook.

After four very productive and successful years in the Asian market, he decided to return to the general market, spending the next eight years with D’Arcy Worldwide where he created more award-winning campaigns for a long list of major advertisers.

John’s general market creative accolades include: Clios, Mobius Awards, Creativity Gold Awards, International Advertising Festival of New York Awards, American Institute of Graphic Arts Distinction Award, AAF “Best In the West “Awards, and an Effie. Plus, numerous finalists in the Clios, International Broadcasting Awards, New York Art Director’s Show, One Show, Advertising Club of New York, and the Art Director’s Club of Los Angeles.

“For me, every day is an exciting day, because I’m fortunate enough to be living my childhood dream,” he says. “As a ten-year-old, I wrote to the Art Center College of Design for a catalog, and read about advertising-design almost every night before going to sleep. Eleven years later, I graduated from there with honors…and have been making ads ever since then. Asian-market advertising allows me to leverage two of my strongest passion points: my cultural upbringing and my creativity.”

John was born in San Diego, grew up in a traditional Chinese household, and speaks the “Say-Yup” dialect of Chinese fluently.

 

 

 
Sunny Teo

Sunny Teo, Executive Creative Director, DAE Advertising

Sunny started his advertising career at age three when his mom, a fashion designer, placed him under her worktable and gave him a pencil and a sketchpad. From there, he leveraged his love for the visual arts into more than 20 years of award winning multi-national agency experience, in Singapore, Australia, and the U.S.

Through the years at Saatchi, FCB, JWT, Lintas, Anderson & Lembke, Doremus and McCann MRM, Sunny has produced breakthrough creative work for global brands like Microsoft, Roche, Creative Labs, Compaq, HP, Hitachi, Autodesk, Credit Suisse, and Citibank.

Sunny believes firmly that great creativity drives great marketplace results, and brings to DAE his mission to create for clients fresh perspectives that build brands.

 

 

 
Olivia G. De Jesus

Olivia G. De Jesus, Vice President & Managing Director,
ABS-CBN International, North America

Olivia G. De Jesus is the Vice President & Managing Director of ABS-CBN International, North America, the largest overseas-based operation of Philippine media conglomerate, ABS-CBN Broadcasting Corporation. She designs and implements the business growth strategies for the company’s diverse product portfolio, encompassing flagship brand The Filipino Channel (TFC), the newly-launched MYX channel, and value services such as telecommunications, retail, remittance and cargo. De Jesus has more than 20 years management experience in the fields of media, marketing and advertising. She joined ABS-CBN in the mid-1990's as Strategic Marketing head for its then fledgling overseas businesses, TFC and ABS-CBN Telecoms. She later took on various executive positions within the company. As Assistant Vice President for Programming and Operations, she directed the multi-feed programming, production and broadcast operations for TFC, and created the marketing and communication services arm supporting the global-wide operations of the company. She was then appointed Managing Director of Creative Programs Inc, another ABS-CBN subsidiary that produces and distributes cable entertainment brands offering movies, lifestyle, youth and music content. Prior to media, De Jesus built a career in the field of advertising and worked with two of the biggest, most creative agencies in the Philippines, McCann-Erickson and Ace/Saatchi & Saatchi. As a writer and creative director, she has won numerous creative awards given by the Philippine Ad Congress, the Creative Guild and the Catholic Mass Media Awards.

 

 

 
Aaron Magness

Aaron Magness, Business Development, Zappos.com

Aaron has worked in Business Development in retail for over 8 years. His career has taken him through sales, operations and all the grunt work it takes to make his team successful. He joined Zappos.com with a primary focus in business development. However, his role has grown to include oversight of Brand Marketing, PR and Social Media as well as Business Development. He received his BBA from University of Wisconsin – Madison with a double major of Marketing and Management & Human Resources. People often do the stupid stuff while they are still in school, but he chose to run with the bulls in Pamplona, Spain only five weeks before his wedding day. Luckily, he made it out alive. Also, while not really enjoying either event, he is a marathoner and triathlete.

 

 

 

Joyce Lan Kim

Joyce Lan Kim, CEO, Soompi.com

Joyce Lan Kim is CEO of Soompi.com, the largest English site for Korean and Asian pop entertainment fans.  Initially started as a hobby, Soompi has grown into a rapidly growing startup with a community that receives more than 1 million unique visitors a month. Joyce was also the co-host of The Giga-Om Show, a weekly online show regarding the internet industry and the business side of technology and social media.  Prior to running Soompi, Joyce was an attorney practicing venture capital financing and mergers and acquisitions in the Palo Alto office of Wilmer Cutler Pickering Hale and Dorr LLP and in the capital markets group in the New York office of Shearman & Sterling LLP where she worked on public securities offerings.  Joyce entered college after completing one year of high school, graduated from Cornell University at the age of 19 and went on to receive an A.M. in Regional Studies, East Asia from Harvard University and a J.D. from Columbia Law School. Originally from New York City, Joyce currently lives San Francisco, California.

 

 

 

Janice Kang

Janice Kang, Account Manager / Advertising Sales Rep for Naver.com

As the account manager for Naver’s US advertising needs, Janice helps provide a platform for numerous advertising agencies, small to large companies and corporations who wish to reach out to the mass Korean-American market. Having attended University of California, Irvine, she obtained bachelors in International Studies and Business Management with experience from general internship programs throughout the campus; providing a strong focus on Marketing and Advertising. Her faith in the future of internet business as well as the need to recognize the Asian-American presence in the States is what motivates her to do what she does.

 

 

 
Suk Park

Suk Park, Co-Founder, DramaFever

Suk is co-founder of DramaFever and currently serves as CEO. Since the original inception of the company in 2008, Suk has been instrumental in establishing key relationships with content owners throughout Asia and currently oversees licensing and advertisement sales efforts.

Prior to founding DramaFever, Suk was head of the International Division at Ziff Davis, where he oversaw the licensing and business development efforts of ZD’s print and online brands. Highlights include launching 24 new international editions of ZD’s titles and sites as well as creating the company’s first international joint venture in China. Prior to ZD, Suk was Director of International Business Development at Citadon, an online business process management startup. Previously, he spent three years at Salomon Smith Barney's International Private Client Services division. Suk earned an MBA from Columbia Business School and a BA in Economics with a minor in East Asian Studies, cum laude, from the University of Rochester.

 

 

 

Stephen Christopher Liu

Stephen Christopher Liu, CEO and Chief Social Capitalist, Privy.net

Stephen is a social entrepreneur and media executive. Over his career, he has been successful at spawning, building and scaling a number of innovative enterprises -- both online and offline.

In his latest venture, he serves as the CEO and “Chief Social Capitalist” at Privy, an invitation-only niche social network and online/mobile travel platform targeted at a select group of transpacific executives and key influencers. Through Privy, Stephen has committed to support a handful of Asia-related causes including the Joint US-China Cooperation on Clean Energy (JUCCCE) and Liberty in North Korea (LiNK).

Prior to Privy, he founded and was President of one of the early streaming video-enabled B2B digital marketplaces catering to the global film and television distribution industry called Reelplay, a Forbes-recognized Top 200 B2B Company. At Reelplay, Stephen was personally responsible for raising close to $6 million in venture capital from a number of Silicon Valley and Hollywood heavyweights, including Softbank Venture Capital and WaterView Advisors, run by Frank Biondi, Jr. (former CEO at Viacom, Universal Studios, and HBO). Moreover, Stephen was able to convince a large portion of the industry (over 25,000 film/tv professionals representing over 30 territories worldwide) to join the Reelplay community.

Prior to Reelplay, Stephen was in consulting and banking. He served as Managing Director of a boutique strategy consultancy alongside a handful of USC business school professors called Change Associates, where he advised senior executives from corporate giants like DaimlerChrysler and Xerox, to media and entertainment nonprofits such as Marketplace Radio and the USC School of Cinema/Television. He began his career at Wells Fargo Bank, where he rose to Assistant Vice President and managed a $60 million portfolio in the Premier Banking Group.

While working a full schedule, Stephen founded the Asian Professional Exchange (APEX) in 1993, served as the organization's founding President from 1993 to 1997, and led the organization from a concept on a napkin to one of the largest Asian Pacific American organizations in United States, now with over 10,000 members. Fifteen years later, Liu still remains active in APEX today serving as Chairman of the Board.

His involvement with the Asian American community inspired him to create an informal, not-for-profit 5,000 member social gathering group called Drinks 'n Chatter (DnC) which raises financial support and awareness for mainly Asian American community-based organizations. Since 2004, DnC has helped raised over $40,000 for several worthwhile non-profits.

Stephen owns interests in several other businesses including One Pixel Motion, a digital branding studio specializing in motion design and interactive media; HPI Emblem, a vertically integrated China-based emblem manufacturer serving the U.S. decorated apparel, fashion, promotional products, recognition and uniform markets; and Xing Xing, a Beijing-based venture-backed digital animation company specializing in 3D and Flash animation for film, television and games.

With all this on his plate, Stephen still finds time to serve on the boards and committees of various local community and entertainment organizations. Some of these include, past and present: Asian Excellence Awards Committee, FF Fraternity, Loyola Marymount Media MBA Advisory Board, LMU Center for Asian Business, Junior Achievement Asian Advisory Board, LA Asian Pacific Film/Video Festival Hon. Advisory Board, Golden Gate University Center for East/West Entrepreneurial Studies Board, East West Players New Theatre Campaign.

His varied accomplishments earned Stephen the honor of named “Local Hero” by KCET/Union Bank in 2009 and an “Emerging Leader” by the Asian Pacific Community Fund in 2008. He was also recognized by the Boy Scouts of America as a “Distinguished Citizen” and Goldsea as one of the “Top 40 Young Asian American Professionals”.  Most recently, he was honored to give the 2008 graduation commencement speech at the Asian Pacific American Studies School at Loyola Marymount University.

In addition, Stephen is an active commentator on technology, media and Asia -- having spoken at such events as: PPAI, SAAC, Red Herring on Hollywood, Internet Content West, Broadcast Worldwide, IFP, eMediatainment World, Digital Media Wire, CalTech/MIT Enterprise Forum and the Softbank Venture Forum (partial list).

Stephen recently produced his first feature documentary film entitled “Yours Truly, Miss Chinatown” which was funded in part by the Center for Asian American Media (CAAM) and will be playing on PBS in the near future. He received his MBA in Organizational Behavior and Operations Management from the Marshall School at University of Southern California (USC) and lives in Hermosa Beach, California.

 

 

 

Susan Tran

Susan Tran, Marketing Director, AuLacOi.com

Susan is responsible for strategic marketing and new business development for AuLacOi.com. Her passion for bilingual online media content is rooted in a belief that especially for ethnic communities, the process of bridging generational gaps starts with overcoming linguistic differences. As a bilingual 1.5 generation Vietnamese-American, Susan deftly balances and merges her two cultures with an innate understanding of market nuances.

Through ten years in the media and marketing industry, Susan has gained multi-faceted hands-on experiences ranging from media buying to media/production sales & marketing to producing award-winning advertising work. She has been instrumental in media projects for Fortune 100 companies, as well as those for local businesses.

Susan is also currently the Marketing Director at Sunrise Seagull Productions, Inc., the parent company of AuLacOi.com.

 

 

 

Manny Legaspi

Manny Legaspi, Editor-in-Chief, FilAmNation.com

Manny Legaspi is a dynamic entrepreneur who’s at the top of his game. A graduate of De La Salle University, he is more popularly known in the Filipino American community as the man behind FilAmNation.com. Prior to starting FilAmNation.com, Manny Legaspi was a computer programmer for an event rental company based in Los Angeles. A trip to a Filipino grocery store to find out about his favorite band made him wonder if there were any websites for Filipino Americans. He searched online and was disappointed to find out nothing. Thus the birth of FilAmNation.com.

FilAmNation.com is an online lifestyle page that delivers current news and events with over 80,000 Filipino-American subscribers nationwide. He oversees the daily operation and serves as its Editor-in-Chief.

 

 

 
Tuan Do

Tuan Do, President, APEX

Tuan Do is a Governmental Programs Analyst for the California Science Center in Los Angeles. His duties include securing State funding for the Science Center’s programs and projects as well as managing various external contracts. Prior to working for the California Science Center, Tuan was a Senior Assistant for the Office of California State Controller John Chiang located in Los Angeles. Tuan coordinated outreach programs for the State Controller and served as the liaison for numerous communities throughout California. Tuan also served as a Budget Analyst for California Department of Transportation in Orange County. Tuan’s other work experiences include working as the Education and Outreach Coordinator for the California Debt and Investment Advisory Commission, a Treasury Officer for the California State Treasurer’s Office, and a Business Analyst for Franklin Templeton Investments.

Prior to being the President of APEX, Tuan was the Vice President of Programming for the Asian Professional Exchange (APEX) and was the 2007 and 2008 APEX Director of Special Events. Tuan serves as an advisor to the Asian Pacific American Legislative Staffers (APALS) organization in Southern California and as the Partner Outreach - Community Relations Coordinator for the Project by Project organization. Tuan also served two years in the Executive Committee for the Fortune Festival in Sacramento. In June 2006, Tuan participated in a marathon through the Leukemia Lymphoma Society’s Team In Training program, raising money for leukemia, lymphoma and myeloma research and patient services.

Tuan earned his B.S. in Finance and Insurance at California State University, Sacramento as well as his Masters in Business Administration at the same institution. While an undergraduate, Tuan was an officer in the Vietnamese Student Association.

 

 

 
Angela Pang

Angela Pang, Community Relations Manager, AsianWeek Foundation

Angela Pang is the community relations manager for the AsianWeek Foundation. She has helped organize the largest pan Asian celebration nationwide - the Asian Heritage Street Celebration since 2006, coordinating the street fair's publicity, media sponsorships, and San Francisco Unified School District APA Student Awards and Raffle Program. Pang is also a member of the San Francisco Hep B Free campaign - a citywide effort to raise awareness for the importance of screening and vaccinating all APIs for hepatitis B, of which 1 in 10 are affected by the disease. Since 2008, she also volunteers as the media manager for the annual Pistahan Parade and Festival - a celebration of Filipino food and culture in San Francisco.

 

 

 
Giancarlo Pacheco

Giancarlo Pacheco, President, Plan C Agency

Giancarlo Pacheco, an Asian American of Chinese, Filipino and Spanish descent, knew at an early age the growth potential of the Asian Pacific American community. As the president of the Filipino United Students Organization and Board member of Northern California Filipino American Student Organization, Giancarlo saw at a grassroots level the capacity of the untapped Asian American market. Throughout his career in sales & marketing at AT&T and Pitney Bowes, his knowledge and experience in the area earned him numerous awards and recognitions. Before serving as President of Plan C Agency, he along with the founders of Plan C Group, created the current largest Asian American event production company in the U.S., Climax Global Nightlife & Events (CGN). As an enthusiast for the Asian American community, Giancarlo remains close to his roots in his constant effort to raise visibility for the Asian American markets in the U.S.