3AF Asian Marketing Summit Starts on June 5th

3AF Asian Marketing Summit


June 5th – June 6th
All Day


InterContinental Hotel

Event Details:

The 3AF 2018 Asian Marketing Summit on June 6, with an opening night reception on June 5, provides 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. This year, industry experts will share their best practices, insights and wisdom and discuss the multiple dimensions of Asian American consumers.

This year, our experts will discuss various dimensions of Asian American consumers from online engagement of Asian youth and the critical over 50 Asian American market to lessons from executives from Nielsen, Google, Toyota, Diya TV and NextShark; the growth of digital television and the changing media landscape, and various approaches and channels to reaching the Asian American consumer. Ultimately, we hope this intermingling of segment experts sparks new ideas and conversations on multicultural marketing, and the context around it, many people don’t know what is a small business, and we want to help them find out why it is important to know where you business stands, read this information and you will understand why this is so important.

Based on attendee feedback from last year, we are pleased to update our agenda to include more opportunities for networking, including an opening night reception on June 5, and an awards dinner on June 6. We have also incorporated breakout sessions, so attendees can better customize their Summit take aways by choosing exactly which breakout sessions they want to attend. We are going to be using this eCommerce site architecture to improve the business’s marketing.

Asian Americans are the fastest growing multicultural segment in the United States, and there’s no better time than now to get ahead and make sure your team is ready for the opportunities.


3AF Summit Agenda:Tuesday, June 5, 2018

Hollywood Ballroom Patio

Opening Night Reception begins at 5:30 p.m. and ends at 7 p.m.

Wednesday, June 6, 2018

Summit from 8 a.m. to 5:30 p.m. followed by 3AF Excellence Awards dinner at 6:30 p.m.

Hollywood Room

8am – 9am

Continental Breakfast

9am – 9:15am – General Session

Welcome and Opening Remarks by 3AF President Jay Kim

9:15am – 10:00am – General Session

Hollywood Room

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

10:00am – 10:30am – Breakout Sessions

Hollywood Room

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

Roosevelt Room

How Asian-American programming led the digital over-the-air broadcasting revolution

Ten years ago, the media landscape was dramatically different. Local TV, cable and satellite ruled the day. Streaming platforms and social media apps had not come into their own. But with the change in the broadcast television standard from analog to digital, local television stations began to multicast and Asian-American programmers in particular led the movement now known as ‘cord-cutting.’ Kapur will speak about this sea-change in community coverage on the local level that did not exist a decade ago.

Speaker: Ravi Kapur, CEO, Diya TV

10:30am – 10:45am

Morning Break

10:45am – 11:30am – General Session

Hollywood Room

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

11:30am – 1pm – Lunch sponsored by Nielsen

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

1pm – 1:30pm – Breakout Sessions

Hollywood Room

“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.

Speaker: Daphne Kwok, Vice President, Multicultural Leadership;AARP; Angela Houghton, Senior Research Advisor, Policy, Research& International, AARP and Yuko Araki, Senior Analytics & Insights Advisor, Data Analytics & Performance Management, AARP

Roosevelt Room

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

1:30pm – 2:00pm – Breakout Sessions

Hollywood Room

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.

Panelists: Doris Huang, Media Director, Admerasia; Rick Rinker, Media Director, AAAZA; Hay Liong Gan, CEO/Media Director, GP Generate

Moderator: Ernest Smyth, Director of Research, KTSF

Roosevelt Room

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.

Speaker: Virginia Gomez, President, Southern California Minority Supplier Development Council and Schenae Rourk, PRESIDENT/CEO Resource Solutions of California and Managing Partner, Redwood Resources Consultancy

2:00pm – 2:45pm – General Session

Hollywood Room

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

2:45pm – 3pm – Afternoon break sponsored by AARP

3:00pm – 3:30pm – General Session

Hollywood Room

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, Google

3:30pm – 4:15pm – General Session

Hollywood Room

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 theatres 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; and Jimmy O. Yang, Actor and Comedian, “Crazy Rich Asian” and “Silicon Valley”, as they discuss highlights and marketing of the film and the power and influence of Asian American consumers in entertainment.

Speakers: Terra Potts, Senior Vice President, Multicultural Marketing, Warner Bros.; Jimmy O. Yang, Actor and Comedian

4:15pm – 4:45pm – Breakout Sessions

Hollywood Room

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 with more than 1 billion monthly active users, and an estimated 2 million active users in the United States. 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.

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

Roosevelt Room

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

4:45pm – 5:30pm – General Session

Hollywood Room

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.

Panelists: Gilbert Davila; President, Davila Marketing Insights and AIMM; Edward Chang, Vice President/Managing Director, TDW+Co; Michele Myles, Lead Manager Diversity Advertising AT&T Mobility & Entertainment Group

5:30pm – 6:30pm Networking Reception

3AF Excellence Awards

Following the last Summit session, we will move straight into the 3AF Excellence Awards Reception. After a full day of Summit learning, it’s time to grab a drink and bite to eat and make some new friends. After the reception, the 3AF will bestow awards in several categories at our gala dinner. The awards include: 3AF Creative Campaign of the Year; 3AF Marketer of the Year; 3AF New Marketer of the Year; 3AF Media Partner of the Year; 3AF PR/Social Media Campaign of the Year and 3AF Digital Campaign of the Year. Who will win this year’s coveted awards? Be sure to attend the dinner and find out!

6:30 p.m. to 8:30 p.m. 3AF Excellence Awards Dinner

8:30 p.m. Summit concludes

Source: http://www.3af.org/events/3af-asian-marketing-summit/

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