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June 2, 2017
LOS ANGELES, CA—June 2, 2017—The Asian American Advertising Federation (3AF) announced today the winners from last night’s 3AF 2017 Excellence Awards competition. The awards were given out at the 3AF’s annual conference, the 3AF 2017 Asian Marketing Summit, held yesterday and continuing today in Los Angeles’ Koreatown. The 3AF Summit is a unique forum for industry leaders, content creators, media companies, corporate marketers and other partners to converge in an in-depth discussion of the Asian consumer opportunity.
In the 3AF Creative Campaign of the Year category, the Gold award for first place went to IW Group, Inc. for their campaign “Above and Beyond” on behalf of the City of Hope, a cancer treatment facility in Southern California. AAAZA took the silver award, or second place, for their “Bank on Your Dreams” campaign for Hanmi Bank. interTrend Communications received the bronze, or the third place award, for their campaign entitled “In the Air,” promoting the Toyota RAV4 for client Toyota Motor Sales.
On the client side, quick service restaurant chain, McDonald’s Corporation, was recognized as 3AF Marketer of the Year, for their long-standing commitment to reaching out to Asian consumers.
Saavn, one of the largest distributors of Bollywood and other Indian entertainment in the world, was named as the 3AF’s media partner of the year. Two new categories were added this year to the awards competition. Winning the 3AF PR Campaign of the Year was AAAZA, for their work on the Cricket Bee event. DAE won first place in the 3AF Digital Campaign of the year category for their campaign “The North American Joyful Age” on behalf of their client AARP.
Jay Kim, President of the 3AF, “The 3AF Summit provides the opportunity for us to annually showcase the influence, power and importance of the Asian American consumer. This year’s Summit brought together subject matter experts in Asian marketing in the U.S and well as internationally. In addition, we were proud to honor the best and brightest work in our industry during our 3AF Excellence Awards event, held during the Summit. Unlike general market advertising, our campaigns have an extra added level of complexity. It is critical for our creative execution to be reflective not only of in language expertise but also in culture expertise. Therefore, we are extremely pleased to recognize the great work by all of this year’s winners and entrants.”
This year’s 3AF Summit topics included multiple dimensions of Asian American consumers from civic participation and entrepreneurship to building a successful case for diversity and inclusion and various approaches and channels to reaching this consumer. Speakers include executives from Buzzfeed, McDonald’s Corporation, Nielsen, HBO, Tufts University, the National Asian American Survey, Sparkle Insights, Selffii Intelligence, Inc. and others. Prior to the Summit, the 3AF hosted the 3AF Asian Marketing Boot Camp, designed specifically for those new to Asian marketing.
Sponsors of the 3AF 2017 Asian Marketing Summit included Lunch sponsor: Nielsen; Silver sponsor: Saavn; Break sponsor: AARP; Bronze sponsors: Comcast; CMPG, The Korea Times and Hankook Ilbo; The Korea Daily; Zee TV and Exhibitors: House of Marketing Research, Inquirer.net, SkylinkTV and Indiacast.
The Asian American Advertising Federation (3AF) is a national trade organization comprised of Asian American advertising agencies, Asian market advertisers, Asian media companies and other industry specialists. Its mission is to grow the Asian American advertising and marketing industry, raise public awareness of the importance of the Asian American community and further professionalism in the industry. The 3AF Asian Marketing Summit is held annually. More information about the 3AF is available at www.3af.org.