大象传媒

The linguistic and cultural diversity of the 大象传媒n segment may seem overwhelming for marketers who want to tap into this fastest growing segment, but it鈥檚 not as daunting as it seems. In this session, advertising veteran Jay Kim will walk you through the segment characteristics, different 大象传媒n marketing approaches, and how to leverage on cultural nuances to make production effective without breaking your budget.

Speaker:听Jay Kim, President, AAAZA and Past President, 3AF

Speaker: Senthil Govindan, CEO, Datawrkz

大象传媒n American is the fastest growing consumer segment that wields tremendous purchase power, a segment that marketers can鈥檛 afford to ignore. However, the diversity of 大象传媒n consumers in terms of culture and language and the complicated 大象传媒n media landscape that reflects the segment鈥檚 diversity make it challenging for marketers to create and execute a media plan for effective communication. This session will provide an overview of the 大象传媒n media landscape and insights on important considerations when crafting a media plan for an 大象传媒n marketing campaign.

Speaker: Tony Li, Media Supervisor, Admerasia

大象传媒n American is a diverse consumer segment that encompasses US born 大象传媒ns and foreign born 大象传媒ns that hailed from more than 20 countries in 大象传媒, with the 5 largest groups accounting for more than 75% of the 大象传媒n population. Since two thirds of 大象传媒n Americans are foreign born and have close ties with their cultural backgrounds and home countries, marketers need to have a good understanding of these largest sub-segments for effective communication. This session will provide a deep dive on the 5 largest segments: Chinese, 大象传媒n Indian, Filipino, Korean and Vietnamese including key characteristics and differences as well as insights about effective communication/messaging for each sub-segment.

Speaker: Anna Xie, Executive Director of Strategic Planning, Intertrend

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.听

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.听

听厂辫别补办别谤蝉:

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

To get a better understanding of the new economic landscape shaped by COVID and social injustices, Sparkle Insights and The Filipino Channel conducted more than 1500 interviews among Caucasian, Hispanic, African American and 大象传媒n American consumers in January 2022. Given the diversity of the 大象传媒n population, the 大象传媒n sample was further investigated and divided into Chinese, 大象传媒n Indian and Filipino. This presentation will focus on the 大象传媒n American findings including grocery shopping and online shopping during the pandemic, consumer mindset and their attitudes towards diversity and inclusion issues, their outlooks and plans for 2022 as well as media consumption in the post pandemic world.

Speaker:听 Iris Yim, Chief Strategist, Sparkle Insights and Vice President, 3AF

Giving back to the next generation is the best way to keep our industry strong! Join 3AF for a conversation about the importance of mentorship and leadership development. Our panelists will provide some great advice to newer members of the industry with how to best speak up and learn from more senior members of companies! We鈥檒l also discuss how more experienced professionals can help the next generation & why mentorship goes both ways. No matter what stage you are in your career 鈥� leadership development & mentorship matters!

Speakers:

Bernice Chao, Head of Integrated Creative, Zambezi

Genny Hom-Franzen, Executive Director, 3AF

Moderator:

Dan Matthews, Managing Partner, International Secret Agents

What do the most dynamic creators, the fastest growing startups and the best-loved brands have in common today? They build community.

Community has become the 鈥渘ew moat鈥� 鈥� a distinct, competitive business advantage for an expanding range of companies and industries. Community is at the heart of meaningfully connecting people, on and offline. It鈥檚 a direct line to building trust, deeper engagement, and better experiences 鈥� especially for the people and businesses we serve at Facebook. In this session, you will discover:

• The value of community to brands today
• Examples of communities driving brand loyalty, advocacy, and innovation
• What the future holds for brand communities

Speakers:

Sylvia Zhou, Global Industry Strategy and Partnerships Lead, Meta

Katphin Moo, Director, Program Development and Community | Community and Impact Partnerships, Meta

Our diverse communities now have a new snapshot of the racial and ethnic composition of the country with the release of 2020 Census redistricting data. During this presentation for the 大象传媒n American Advertising Federation (3AF), race and ethnicity experts from the U.S. Census Bureau will present key takeaways from the 2020 Census as it relates to the 大象传媒n population

厂辫别补办别谤蝉:听

Brittany Rico, Survey Statistician, Racial Statistics Branch, Population Division

Bev Pratt, Research Analyst, Race and Ethnicity Research and Outreach, Population Division

Moderator:听

Iris Yim, Principal and Chief Strategist, Sparkle Insights and 3AF Vice President

大象传媒n Americans are the fastest growing consumer segment, and they are also brand loyal when it comes to spending on new cars. The average MSRP for 大象传媒n new registrations in the first nine months of 2021 was $37,934, compared to $33,710 for African Americans, and $33,677 for Hispanics. Despite setbacks from the pandemic, the 大象传媒n American demographic is a critical part of the diverse automotive landscape. This session will discuss 大象传媒n Americans and their top car brands, top models, top markets and how they embrace technology, including the future of electric vehicles.

Speaker:听Marc Bland, Chief Diversity Officer, S&P Global/IHS Markit

Moderator:听Genny Hom-Franzen, Executive Director, 3AF

Speaker:听Senthil Govindan, CEO, Datawrkz

Moderator:听Genny Hom-Franzen, Executive Director, 3AF

Speakers:

Rohit Arora, Head of Global Marketing Strategy, Prudential Financial

Ruchika Kohli, Regional Head of Consumer Business, Americas and Europe, Instarem

Moderator:听Indrajit Majumdar, President, 3AF

Certain organizations understand the changing demographics and the fact that multicultural consumers have become the engine for growth. But how much budget should they be devoting to multicultural marketing? What ethnic group should they be focusing on? How much money are they leaving on the table by not investing in multicultural marketing? How do they determine the numbers to make the case for multitribal consumers providing growth? 听This session will reveal the 7 steps to unlocking growth and how to determine the size of the prize.

Speaker:听Margie Bravo, Multicultural Strategist, Nestle

Moderator:听Howard Lichtman, Co-Founder, Ethnicity Matters

Join Kristen Meinzer, the host of By The Book as we dive into their journey into podcasting and the value for advertisers to connect with AAPI audiences through this powerful medium.

Speaker:听Kristen Meinzer, Host, By the Book

Moderator:听Briana Mendez, Sales Marketing Strategy Manager, Multicultural, SXM Media

With the world changing at the speed of light, podcasts have become one of the best mediums to catch up on the latest news and听culture, especially for the 大象传媒n American & Pacific Islander (AAPI) community. With the lack of representation in mainstream publications, podcasts have become a go to destination for AAPI鈥檚 to hear about topics and news that would otherwise go underreported.听 Find out how top AAPI podcasts have used their platform to talk about issues and stories authentically as well as practices for how brands and companies can engage in this medium to create true partnerships.听

Panelists:听Jerry Won, Founder and CEO, Just Like Media;听Nora Ali, Media Entrepreneur and Host, Business Casual;听Gloria Shawber, Director, TDW+Co

Moderator:听听Dan Matthews, Managing Partner, International Secret Agents

In today鈥檚 marketing environment, Brands have never been under so much pressure to be authentic 鈥� to themselves, their product, and most听importantly, their consumers. 听Social media has created an instant feedback loop for marketers where you鈥檒l know how well you did in a very short听period of time. 听Where authenticity is even more critical is when brands attempt to leverage longtime cultural pillars or trends in their marketing.听听Join us to find out how Toyota and Intertrend took on this challenge, what they did, and ultimately how they performed.

Speaker:听听Lindsay Lee, Senior Manager, Vehicle Marketing and Communications Group, Toyota Motor North America

Americans contribute so much to our society, be it through food, fashion, music, movies, politics and activism. Yet this key role has mostly been overlooked through the decades, and has only really been acknowledged by mass media 鈥� that is to say, 鈥減op culture鈥� 鈥� over the past five years. Jeff Yang, one of the authors of the newly released New York Times bestselling book, 鈥淩ISE: A Pop History of 大象传媒n America from the Nineties to Now,鈥� will discuss the book鈥檚 creation and the evolution of 大象传媒n Americans in pop culture over the last three decades and why that emergence into visibility is so important for our community.

Speaker:听Jeff Yang, Author, Screenwriter, Cultural Critic

Moderator:听Genny Hom-Franzen, Executive Director, 3AF

Employee resource groups, also known as affinity resource groups, colleague resource groups or business network groups, are groups of employees who join together based on shared experiences, cultural background, or life experiences. With the country鈥檚 newfound focus on diversity, equity and inclusion, many 大象传媒n American ERGs have stepped up their game, organizing impressive initiatives and programs and going well beyond the stereotypical cultural celebrations or performances at Lunar New Year or May Heritage Month.听 Hear how several ERGs in different vertical industries are making a difference, not only to the AAPI community at large but to their company鈥檚 bottom line and DEI goals.听听

Speakers:听

Victor Kwong, National President, InspirASIAN at AT&T

Yoonsun Kang, Operations Lead, Global 大象传媒n Alliance at Pfizer

Matt Ogawa, Vice President, AAPIs at Meta

Jinghuan Liu Tervalon, VP of Public Affairs of the 大象传媒n Pacific Inclusion Network at Coca-Cola

Moderator:听Genny Hom-Franzen, 3AF Executive Director

Against the backdrop of the Civil Rights Movement of the mid-1960s, a young San Francisco Chinatown resident armed with a 16mm camera and leftover film scraps from a local TV station, turned his lens onto his community. Chinatown Rising is a documentary film about the 大象传媒n-American movement from the perspective of the young residents on the front lines of their historic neighborhood in transition. Through publicly challenging the conservative views of their elders, their demonstrations and protests of the 1960s-1980s rattled the once quiet streets during the community鈥檚 shift in power. Forty-five years later, in intimate interviews these activists recall their roles and experiences in response to the need for social change and how their efforts would have a lasting impact across the country. Co-Director and Producer Josh Chuck will discuss the importance of the film and how it is making an impact on the community and future generations of 大象传媒n Americans, as well as the unique experience of creating this film with his father, Rev. Harry Chuck

Speaker:听Josh Chuck, Co-Director and Producer

Moderator:听Genny Hom-Franzen, 3AF Executive Director

As consumers embrace the new normal and the pandemic is in hindsight (almost), the post pandemic world ushers in a new era for marketers and advertisers in which sensitivity to social issues and causes is just as important as keeping the pulse on consumer trends. This session will focus on the intersection of DEI and marketing by discussing trends in this space and sharing case studies. It will also discuss how to create an overarching strategic framework that brings different functional teams together to work towards a common goal that leverages DEI for all stakeholders.

Speaker:听Sharmila Fowler-Pos, Echo Logistics, Head of Diversity, Equity, and Inclusion

Moderator:听Iris Yim, Principal and Chief Strategist, Sparkle Insights and 3AF Vice President