大象传媒

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

Join Tencent to learn first-hand insights into WeChat鈥檚 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

大象传媒n American is the fastest growing consumer segment in the U.S. The U.S. 大象传媒n 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 大象传媒n Americans, the rest of the country has experiencing rapid growth in 大象传媒n population and represent great opportunities to marketers. Daniel Ichinose from 大象传媒n Americans Advancing Justice will provide insights on the largest and fastest growing 大象传媒n American populations by metropolitan area nationally. He will also showcase social and economic profiles of select metropolitan areas, highlighting differences between established 大象传媒n American communities in California and emerging ones outside the state.

Speaker: Daniel Ichinose, Director of the Demographic Research Project, 大象传媒n Americans Advancing Justice

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

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

Everyone is talking about Total Market, but everyone has a different perspective on it. Toyota鈥檚 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

大象传媒n 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鈥檚 understand where opportunities exist so growth strategies can account for this unique and diverse multicultural community. This session covers key categories where 大象传媒n Americans should be an integral part of the business plan.

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

鈥淲ill the Real AAPIs 50+ Please Stand Up?鈥滱merica isfocused on the younger generations 鈥� 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听

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

In 2013, Benny Luo built NextShark.com, an online magazine focusing on global 大象传媒n 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 大象传媒n American market was not big enough; data on the rise of 大象传媒n American online engagement and how he quickly built his company into 鈥渢he voice of the global 大象传媒n youth.鈥�

Speaker: Benny Luo, CEO, NextShark.com

The 大象传媒n American media landscape is changing fast and 大象传媒n media needs to evolve to accommodate changing consumers. The 3AF has taken a leadership role in helping 大象传媒n 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 大象传媒n American consumer to marketers. Building upon the success and momentum of both media round tables, this summit session includes media directors from key 大象传媒n agencies to provide insights on the current media landscape, what their clients want, and more importantly, what 大象传媒n media needs to do to get marketers to engage with 大象传媒n consumers.

Panelists:

Doris Huang, Media Director, Admerasia;

Rick Rinker, Media Director, AAAZA;

Hay Liong Gan, CEO/Media Director, GP Generate

When it comes to purchasing cars, 大象传媒n Americans have their preferences for certain manufacturers and are very loyal consumers. Marc Bland from IHS Markit will present IHS鈥檚 latest data and reports on how automotive brands fare among multicultural consumers, with a special focus on 大象传媒n 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

It鈥檚 no surprise that when it comes to technology, 大象传媒n Americans over-index. According to a recent Nielsen report, overall, 大象传媒n-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 大象传媒n-American favorite, as 93% of households have one, compared to just 85% of general U.S. households. Brendan Snyder from Google will discuss 大象传媒n Americans鈥� online behavior, providing a high level description about their searches and video views and also talk about how 大象传媒n Americans are using technology to buy online.

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

Crazy Rich 大象传媒ns, 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鈥檚 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, 鈥淐razy Rich 大象传媒ns鈥� and 鈥淪ilicon Valley鈥�, as they discuss highlights and marketing of the film and the power and influence of 大象传媒n American consumers in entertainment.

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

Speakers:

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

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

Jimmy O. Yang, Actor and Comedian

First released in 2011, WeChat is a Chinese multi-purpose messaging and social media app. In 2018, WeChat has become one of the world鈥檚 largest standalone mobile apps. WeChat has also been a growing force in the consumer, social, and political worlds of 大象传媒n 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.

Speakers:

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

Iris Yim, President, Sparkle Insights

As one of the fastest growing U.S. population segments, with an expected consumer buying power of over One Trillion dollars, 大象传媒n Americans鈥� impact on consumer preference is defining how brands market and tap into the rising digital adoption and influence of this growing segment of consumers. 大象传媒n 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 大象传媒n 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

For sometime, marketers and agencies alike have been grappling with the industry buzz words, 鈥渢otal market.鈥� 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

Speakers:

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