大象传媒

The session 鈥淟everaging 大象传媒n American Cultural Insights Through Programmatic Advertising鈥� will talk about how Programmatic Advertising can be best used for the 大象传媒n American multicultural segment. It will discuss the nuances and effectiveness of different ways of reaching 大象传媒n American audiences through Programmatic ads. Finally, there will be a discussion about whether the 大象传媒n Indian community in the US needs a different approach.

Genny Hom-Franzen, Executive Director, 3AF

Senthil Govindan, President, Datawrkz

This session will highlight new findings about the 2020 大象传媒n American voter base, from party preference and key platform issues. Explore the trends as discovered through the lenses from the 大象传媒n American Voter Survey, AAPI Voters & the 2020 Elections in selected battleground states, and from 鈥淢ighty Voices: 大象传媒n American and Pacific Islander Women Voters in 2020.鈥�

Christine Chen, Executive Director, APIAVote

Jennifer Wang, Deputy Director of Programs, National 大象传媒n Pacific American Women鈥檚 Forum (NAPAWF)

Carrie Pugh, Senior Director of Campaigns, NEA

Jay Kim, President, 3AF and AAAZA

The South 大象传媒n consumer segment, estimated to be 5.8 million in the United States, is a critical group in the 大象传媒n community. They are the fastest growing segment in the United States (up 81 percent since 2010), affluent, with an income twice as much of the general population, and high attainment of post graduate degrees to name just a few compelling facts. In this session, executives from Homelight, New York Life Insurance Company, Mikado and Zee Network discuss the importance of reaching out to the South 大象传媒n consumer during COVID 19 and beyond.

Sumant Sridharan, Chief Operating Officer, Homelight

Vikas Arora, Chief Growth Officer and Co-Founder, Mikado

Srinivas Ranga, Corporate Vice President, New York Life Insurance Company

Indrajit Majumdar, Executive Vice President, Zee Network

During these difficult times with people in lockdowns and quarantines, the use of Mobile technology has drastically increased. Hear from experts as they discuss this rise & how people & companies are using it to engage with an ever growing audience base.

Mike Su, Director, Yellow 鈥� Snap Inc., Snapchat

Patrick Lee, Co-Founder/Founding CEO, Rotten Tomatoes

Dan Matthews, Managing Partner, International Secret Agents (ISA)

大象传媒n Americans have an innate ability to navigate two separate but interconnected worlds. Their experiences in the US are marked by both an 大象传媒n and American identity. Join us as we share key insights from Pandora鈥檚 most recent 大象传媒n American study conducted in partnership with Intertrend Communications. We will follow our short presentation with a panel of experts that will dive into the influential role that audio, music, and entertainment play and the impact of advertising as east meets west.

Claudia Oddo, Audience Marketing, Pandora

Rianjali (RIA) Artist, Artist + Co-Host of Podcast Mild Mannered & Timid

Cheryl Lee, Executive Director, Intertrend Communications, Inc.

Jay Kim, President, 3AF and AAAZA

Covid-19 has created new challenges for the entertainment industry, with both television productions and feature films having to adjust significantly. But with these new challenges, also come new opportunities to reach large audiences eager and primed for new ways to engage with their content from home.

Additionally, diverse storytelling on new platforms has skyrocketed as content creators innovate and elevate the series formula to a rich and active experience.

Join celebrity influencer and producer Meghan Camerana (The Amazing Race, Power Rangers) and 大象传媒n American actors Christopher Sean (Gotham Knights, Hawaii 5-0, Star Wars: Resistance) and Mike Bow (The Maze Runner, 大象传媒n Bachelor) as they discuss how their upcoming Twitch series The Unleashed, featuring hybrid storytelling, diverse leads and deep audience engagement, changes up the traditional storytelling formula in a way that is tailor-made for the pandemic audience.

Meghan Camarena, Founder, Producer, Celebrity Influencer, Creator, Strawburry17

Christopher Sean, Actor, Gotham Knights, Hawaii 5-0, Star Wars Resistance

Mike Bow, Actor and YouTuber, 大象传媒n Bachelorette, The Maze Runner

Jay Kim, President, 3AF and AAAZA

How have 大象传媒n Americans鈥� shopping behaviors changed during the pandemic? How do they feel about the emotional and economic impacts from Covid-19? How can marketers connect with 大象传媒n American consumers during this challenging time? Looking forward, given the lifestyle changes due to the pandemic and renewed interest in diversity due to the Black Lives Matter movement, what opportunities exist in the 大象传媒n American segment? Panelists from multicultural agencies Admerasia, intertrend, and IW Group will share insights from the consumer research they conducted during the pandemic and implications for 大象传媒n American marketing in the revival.

Panelists:

Selina Guo, Director of Strategic Planning at ADMERASIA

Bertha Lee, Associate Director, Analytics and Strategy, IW Group, Inc.

Anna Xie, Director of Strategic Planning, intertrend

Moderator: Iris Yim, Principal, Sparkle Insights, 3AF Vice President/Chair of Research /Committee

From drive-in movies to virtual conventions 鈥� a conversation about how the entertainment industry is changing during Covid-19. What are the current and future ramifications of the state of the industry.

Mary Franklin, Head of Events, Crunchyroll

Michelle Sugihara, Executive Director, Coalition of 大象传媒n Pacifcs in Entertainment

Bing Chen, Co-Founder, Gold House

Dan Matthews, Managing Partner, International Secret Agents (ISA)

In late July, the 3AF was proud to collaborate with the Advertising Educational Foundation (AEF) on a town hall where the first campaign by The Ad Council focusing on 大象传媒n Americans debuted. The PSA, 鈥淔ight the Virus, Fight the Bias鈥� was created to fight the growing surge of racism against 大象传媒n Americans during the COVID-19 pandemic. The attention-grabbing spot, written and directed by Alan Yang (Tigertail, Master of None), showcases 大象传媒ns from all walks of life who speak candidly about the hate and racism impacting the APIA community.

In this session, executives from The Ad Council and AEF will discuss the making of the campaign, how they collaborated with the 3AF and 大象传媒n and mainstream media to distribute the spot, and the campaign鈥檚 impact and results to date.

Elliot Lum, Head of Growth, ANA Education Foundation (AEF)

Heidi Arthur, Chief Campaign Development Officer, Ad Council

Jay Kim, President, 3AF and AAAZA

大象传媒n American voters are often referred to as the margin of victory in a growing number of areas. 大象传媒n American voters 50-plus are part of that margin of victory. So why is it important that candidates, political parties, policymakers, the media, and the community focus on 大象传媒n American voters 50-plus? Because they are a powerhouse voting block! Did you know that voter turnout among foreign born 大象传媒n Americans is higher than US born 大象传媒n Americas because of older voters? Have you wondered what are the issues of top concern to our older 大象传媒n American voters? Can you guess if there are more 大象传媒n American older voters who are Democrats, Republicans, Independents? AARP will share results from a national survey of older voters during COVID and data from a pre-election survey recently released by AAPI Data to discuss the mindset and priorities of 大象传媒n American 50-plus voters.

Daphne Kwok, Vice President, Multicultural Leadership, AARP

Angela Houghton, Senior Research Advisor, AARP

Jay Kim, President, 3AF and AAAZA

With the impact of the COVID-19 pandemic, social injustice and economic volatility on consumer sentiment and behavior, Lexus worked across teams to adapt their marketing strategy. Alex Chau, Lexus Advertising Manager, will showcase how the luxury automotive brand was able to quickly and effectively pivot messaging during this challenging time by leveraging their existing human-centered philosophy and adapting a collaborative total market approach to connect with their consumers.

Alexandra Chau, Advertising Manager, Toyota Motor North America, Lexus Division

2020 has been a challenging year especially for multicultural communities, which have experienced a disproportionate level of economic and cultural impact due to the on-going pandemic and racial inequalities. While they face these challenges, these communities are at the frontline of battling the pandemic and keeping the country running, they are also looking for a partner who will stand with them and help rebuild their financial lives. Della Ng, Vice President, Head of Cultural Marketing at U.S. Bank shares details on the company鈥檚 latest marketing efforts to actively assist and communicate with these diverse communities.

Della Ng, Vice President, Head of Cultural Marketing, U.S. Bank

Stephanie Judal, AVP, Cultural Marketing, US Bank

With a buying power of $1.15T, 大象传媒n Americans are a young and upwardly mobile group. Their growing influence over American culture and life also opens new doors to brands and marketers. With COVID-19 and the current political uncertainty, which strategies work better and are there issues that matter most? How can you better engage with this often overlooked segment?

Join Nielsen鈥檚 Mariko Carpenter, as she shares insights on the 大象传媒n American consumer and how engaging them in your marketing strategy leads to growth.

Mariko Carpenter, Vice President, Strategic Community Alliances, Nielsen

Listen to 3 first-generation panelists across 3 levels, who鈥檝e gone away from the model minority path (doctor, lawyer, engineer, accountant, banking), and landed in the world of marketing and advertising. They鈥檒l talk about their career paths, and how their identities have shaped what they bring to the office & the work they do.

Jennifer Kohl, SVP, Integrated Media and Connections, VMLY&R

Clara Luo, VP, Director of Strategic Growth, BAV Group, VMLY&R

Natalie Gatbonton, Senior Associate, Global Communications Planning, Mindshare

The mission of the U.S. Census is to count everyone once, only once, and in the right place, and the goal of the Integrated Communications Contract is to reach every household in the U.S., including 大象传媒n American. Faced with unprecedented challenges, the 2020 Census is coming to a close. 3AF member agency TDW+Co will share insights and lessons learned on the 大象传媒n American outreach campaign, as the 大象传媒n Agency of Record for the 2020 Census.

Edward Chang, Managing Director, TDW+Co

Chien Hwang, Executive Creative Director, TDW+Co

Gloria Shawber, Associate Account Director, TDW+Co