3AF Summit Archive - 2018


JUNE 5-6

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Winning with Tencent & WeChat

China is emerging as a tech and innovation powerhouse. Tencent’s WeChat app is pioneering the way with now over 1 billion monthly active users worldwide.

Join Tencent to learn first-hand insights into WeChat’s robust ecosystem. And how United States marketers can and are effectively utilizing the platform to reach and engage Chinese consumers not only in China, but also in the United States with new advertising solutions.

Speaker: Kimberly Lee, Senior Marketing Manager, Tencent International Business Group

Established And Emerging Asian Americans

Asian American is the fastest growing consumer segment in the U.S. The U.S. Asian population grew 72% between 2000 and 2015 (from 11.9 million to 20.4 million). However, much of the research and marketing activities are conducted in San Francisco, Los Angeles and New York. While these markets no doubt have the highest concentration of Asian Americans, the rest of the country has experiencing rapid growth in Asian population and represent great opportunities to marketers. Daniel Ichinose from Asian Americans Advancing Justice will provide insights on the largest and fastest growing Asian American populations by metropolitan area nationally. He will also showcase social and economic profiles of select metropolitan areas, highlighting differences between established Asian American communities in California and emerging ones outside the state.

Speaker: Daniel Ichinose, Director of the Demographic Research Project, Asian Americans Advancing Justice

Spotlight On Supplier Diversity

Savvy small business owners are aware that supplier diversity is a proactive business program which encourages the use of minority-owned, women owned, veteran owned, LGBT-owned service disabled veteran owned, historically underutilized business, and Small Business Administration (SBA)-defined small business concerns as suppliers. Learn the ins and outs of supplier diversity and how your agency or small business may be able to grow, build capacity or secure new clients/projects by incorporating it into your business plan.


Virginia Gomez, President, Southern California Minority Supplier Development Council

Schenae Rourk, President/CEO Resource Solutions of California and Managing Partner, Redwood Resources Consultancy

Toyota Total Marketing Strategy And 2018 Camry Case Study

Everyone is talking about Total Market, but everyone has a different perspective on it. Toyota’s unique Total Toyota Process creates a holistic approach where client and agencies collaborate to maximize marketing impact while addressing our diverse consumer bases. This presentation will use the 2018 Camry Launch Case Study to demonstrate how the Total Market strategy was implemented and its impact on the multicultural market segments.

Speaker: Ann Masse, Senior Manager, Vehicle Marketing and Communications, Toyota

Power Positioning The Asian American Consumer Story

Asian Americans represent one of the fastest-growing, highest-income, and most-educated population segments in the U.S. As a result, it is imperative that marketer’s understand where opportunities exist so growth strategies can account for this unique and diverse multicultural community. This session covers key categories where Asian Americans should be an integral part of the business plan.

Speaker: Cortney Charleston, Client Manager, Multicultural Growth and Strategy, Nielsen

“Will The Real AAPIs 50+ Please Stand Up?”

“Will the Real AAPIs 50+ Please Stand Up?”America isfocused on the younger generations – Gen X, Gen Y, Gen Z, Millennials. But what about the more than 100 million Americans over the age of 50? Do you know how many of the 100+ million are AAPIs 50+? What insights do we know about AAPIs 50+ as consumers? Join us for an interactive presentation led by AARP.


Daphne Kwok, Vice President, Multicultural Leadership; AARP

Angela Houghton, Senior Research Advisor, Policy, Research & International, AARP 

Yuko Araki, Senior Analytics & Insights Advisor, Data Analytics & Performance Management, AARP

The Power And Influence Of Global Asian Youth And How To Reach Them – Lessons And Wisdom From Nextshark.Com

In 2013, Benny Luo built NextShark.com, an online magazine focusing on global Asian youth with just $3,000. Five years later, the site has a full-time staff of 12, nearly three million monthly visitors and has generated over 300 million video views in the last 36 months. NextShark.com covers everything from politics, culture, food and entertainment.Luo will share his entrepreneurial story and insights: how he overcame his skepticism that the Asian American market was not big enough; data on the rise of Asian American online engagement and how he quickly built his company into “the voice of the global Asian youth.”

Speaker: Benny Luo, CEO, NextShark.com

Asian American Media: What Are Clients Looking For From Media?

The Asian American media landscape is changing fast and Asian media needs to evolve to accommodate changing consumers. The 3AF has taken a leadership role in helping Asian media succeed by hosting two historic media round tables where media executives could discuss synergies, collaboration and how to showcase and promote the importance of the Asian American consumer to marketers. Building upon the success and momentum of both media round tables, this summit session includes media directors from key Asian agencies to provide insights on the current media landscape, what their clients want, and more importantly, what Asian media needs to do to get marketers to engage with Asian consumers.


Doris Huang, Media Director, Admerasia;

Rick Rinker, Media Director, AAAZA;

Hay Liong Gan, CEO/Media Director, GP Generate

Asian Americans In The Drivers’ Seat In The Automotive Industry

When it comes to purchasing cars, Asian Americans have their preferences for certain manufacturers and are very loyal consumers. Marc Bland from IHS Markit will present IHS’s latest data and reports on how automotive brands fare among multicultural consumers, with a special focus on Asian American consumers, and how the segment compares to the other segments. Additionally, he will share insights on Toyota being recognized as taking first place for loyalty across key multicultural markets in the 2017 model year IHS Markit Loyalty Awards.

Speaker: Marc Bland, Vice President, Diversity & Inclusion, IHS Markit

How Asian Americans Use Google And What Marketers Need To Know

It’s no surprise that when it comes to technology, Asian Americans over-index. According to a recent Nielsen report, overall, Asian-American households have higher penetration percentages than general U.S. TV households and other racial/ethnic groups for nearly every emerging, or emerged, technology. Smartphones in particular are an Asian-American favorite, as 93% of households have one, compared to just 85% of general U.S. households. Brendan Snyder from Google will discuss Asian Americans’ online behavior, providing a high level description about their searches and video views and also talk about how Asian Americans are using technology to buy online.

Speaker: Brendan Snyder, Business Consultant, US Multicultural Markets, Google

Asians And The Box Office: Here Comes “Crazy Rich Asians”

Crazy Rich Asians, the highly anticipated film based on the best selling novel by the same name is opening soon in theaters near you, but you can be one of the first to hear all about it at this year’s 3AF Summit.

Join us for a panel of experts including Terra Potts, Senior Vice President, Multicultural Marketing, Warner Bros; Cortney Charleston, Client Manager, Multicultural Growth and Strategy, Nielsen, and Jimmy O. Yang, Actor and Comedian, “Crazy Rich Asians” and “Silicon Valley”, as they discuss highlights and marketing of the film and the power and influence of Asian American consumers in entertainment.

Moderator: Tim Wang, Founder & Principal, TDW + Co.


Terra Potts, Senior Vice President, Multicultural Marketing, Warner Bros

Cortney Charleston, Client Manager, Multicultural Growth and Strategy, Nielsen

Jimmy O. Yang, Actor and Comedian

Demystifying WeChat And Its Importance For Asian America

First released in 2011, WeChat is a Chinese multi-purpose messaging and social media app. In 2018, WeChat has become one of the world’s largest standalone mobile apps. WeChat has also been a growing force in the consumer, social, and political worlds of Asian America. And yet, mainstream engagement with WeChat has been quite limited. In this session, Karthick Ramakrishnan, director of AAPI Data and principal at CRW Strategy LLC, and users of WeChat will provide an overview of this app, and lead a conversation on how it can be used effectively in marketing and public policy initiatives, thanks to its wide range of functions and platforms.


Karthick Ramakrishnan, Associate Dean, School of Public Policy, UC Riverside

Iris Yim, President, Sparkle Insights

The Growth Of Asian American Digital Influence On Consumer Marketing

As one of the fastest growing U.S. population segments, with an expected consumer buying power of over One Trillion dollars, Asian Americans’ impact on consumer preference is defining how brands market and tap into the rising digital adoption and influence of this growing segment of consumers. Asian Americans have taken the lead in using multi-media devices, averaging almost twice the minutes per day than the general population.

Traditional in-language media creates awareness. Gauging ROI or strategy, without the proper digital tools to measure and close the sales cycle is extremely difficult. With the rise of programmatic advertising, digital data collection and early adoption of the newest technology, attribution is becoming an essential part of the digital ecosystem. We will discuss Asian consumer look-a-like modeling and how brands are using this data-driven targeting to close the sales cycle.

Speaker: John Estalilla, Head of Sales, Prodege

Spotlight On Total Market: What You Need To Know Now

For sometime, marketers and agencies alike have been grappling with the industry buzz words, “total market.” While most people in multicultural circles believe that total market casts a much needed spotlight on the importance of cultural sensitivity and inclusiveness, others have used total market to cost-cut and drive efficiencies. This panel of experts representing agencies, marketers and a leader from the Alliance of Inclusive Multicultural Marketing will discuss various perspectives on total market and how it affects our industry.

Moderator: Cheryl Lee, Executive Director, interTrend Communications


Edward Chang, Managing Director, TDW+Co.

Gilbert Davila, Davila Multicultural Insights and AIMM

Michele Myles, Lead Manager, Diversity Advertising, AT&T Mobility and Entertainment Group, AT&T

Shelley Yamane, President, Muse Communications

Candace Rohr, Asst. Vice President, Advertising/Marketing Manager, US Bank