News - May 2011
Asian American Advertising Federation (3AF) Hosts Successful Asian Marketing
Summit and Announces 2011 Creative Excellence Award Winners
West Hollywood, CA—May 18, 2011—The Asian American Advertising Federation (3AF) announced today the winners of its annual creative excellence awards honoring the "best and brightest" in the Asian American advertising and marketing industries. The honorees were recognized at the 3AF's national conference entitled "Asian Marketing Summit 2011: A Deep Dive Into the Emerging Priority Segment" held last week in Las Vegas, Nevada.
The first place (Gold) award for creative campaign of the year went to IW Group, Inc. for their work on insurance company MetLife. Second place (Silver) in the creative campaign category went to DAE for their work on San Francisco Hep B Free, a pro bono campaign to raise awareness of liver disease and hepatitis. DAE also received the third place award (Bronze) for their work on Wells Fargo.
Toyota was recognized as the 3AF's marketer/client of the year. For the first time, the 3AF recognized a new marketer, Time Warner Cable, for their efforts in the last year reaching out to the Asian American consumer. Community Health Plan of Washington received an honorable mention in this important category.
Named as marketing researcher of the year by the 3AF was GC Global Research, for their innovative study on behalf of Coca-Cola. KSCI (LA-18) was named as the 3AF's Media Partner of the Year for demonstrating outstanding contribution via investment or dedication to the 3AF's mission.
Nita Song, President of the 3AF, said, "We are very pleased with the success of our recent conference. Momentum in our industry is building, and this conference includes the "who's who" in Asian American marketing and advertising. We had the highest number of client marketers attend this year which I believe is a reflection of the growing focus on the Asian market."
According to the 2010 U.S. Census figures, the Asian American population saw significant growth that far outpaces the growth of the U.S. population by huge margins. In bigger states like California, Texas, New Jersey and Illinois, the Asian population growth is outpacing the much celebrated Hispanic growth. In fact, nine of the top ten states in the United States with Asian populations grew by double digit numbers.
The 3AF's annual conference is the country's largest event devoted solely to the Asian American advertising and marketing industries. Topics this year included the impact of social media; a discussion of how Asian GenYers consume media; the new digital American family; a look at the Census 2010 figures and the potential impact; non-traditional marketing; stereotypes vs. insights and case studies by State Farm, Verizon, Warner Bros. Pictures and AT&T. A highlight of the conference was the awards event, which included live performances by Asian YouTube sensations Timothy Delaghetto, Joseph Vincent, Erika David and Michelle Martinez.
Sponsors of the conference included: Nielsen, and Verizon, and industry partners, the Association of National Advertisers and the Advertising Educational Foundation, and 19 Asian media outlets.
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 within the industry. Newest corporate members of the 3AF include American Family Insurance and Wells Fargo. More information on the 3AF is available at www.3af.org.
(3AF 2011 Conference Photos)