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3AF Conference: Model Minority to Model Consumer


Model Minority to Model Consumer

Capturing your share of the Asian consumer market

May 20-21, 2010

MGM Grand Hotel and Casino
3799 Las Vegas Boulevard South
Las Vegas, Nevada 89109

Visit 3AF to Register!



Day 1 – Thursday, May 20, 2010

8:30a.m.    Registration and Continental Breakfast

9:00a.m.    Welcome, Nita Song, 3AF President

9:05a.m.    Mighty Tasty and Mighty Influential—The Impact of Chinese Food on American Life
Presenter:  Jennifer 8. Lee, author and former New York Times reporter

Jennifer 8. Lee penetrates the world of Chinese food, raising questions about what it means to be American. She takes us to the hometown of General Tso (a military hero immortalized as much for crunchy chicken as his conquests), the surprising origins of the fortune cookie (it’s not China), and even to outer space. It's a presentation that makes you think twice about just how influential Chinese food is in American lifestyle and culture.

9:45a.m.    Up Close Like Never Before…Sneak Preview of the 3AF’s Ethnographic Research Study
Presenters: Alice Lee, LA18 TV, Sharmila Fowler, New American Dimensions

The 3AF will soon be releasing the results of an exciting ethnographic research study that captures the heart, soul and mind of the Asian immigrant consumer.  Entitled “Up Close Like Never Before – The First Comprehensive Ethnographic Study of the Asian American Consumer,” the study provides a deep dive into what really drives today’s Asian Americans, including their values, lifestyles and culture.  Join us for a sneak preview and inside look at this comprehensive and critical research project, which includes the debut of a multi-media presentation and key highlights from the report.

11:00a.m.  JC Penney:  What Success Looks Like

Retailers have been targeting the Asian consumer segment for more than 10 years.  Known for its urban approach and effective use of non-traditional media, JCPenney has made its mark in Asian marketing.  This case study will showcase their innovative approach and commitment to their growing Asian customer base.  (Presenter: to be announced.)

12:00p.m.  Lunch
Speaker:  JYP, CEO/Founder, JYP Entertainment

Park Jin-young, known by many simply as JYP, is a singer, song writer, record producer and the current CEO/Founder of JYP Entertainment, a major artist management record label of Korean pop music. Over the past 11 years, Park has become a prominent producer, composer and artist, representing such mega hit acts as the Wonder Girls and Rain.   JYP will discuss what it is like to work in the exciting, fast-paced music industry and be the only Asian producer to cross over successfully into the U.S. market. 

1:30p.m.    The 2010 U.S. Census Campaign:  A Historic Milestone in Reaching the Hard-to-Count Asian
Presenters: Raul Cisneros, Chief of the 2010 Census Publicity Office, U.S. Census Bureau; Charmaine David, Account Director, IW Group, Inc.

In developing the Asian Audience campaign for the 2010 Census, multiple variables that characterize hard-to-count Asians were evaluated. These factors were creative filters for concept development and key drivers for media type, outlet selection and campaign execution. This provocative session will cover what to expect from a completely research-based, “happens only every ten years” large-scale roll out in 13 different Asian languages, provide insight into an Asian-centric campaign that must reach everyone but targets the hard-to-count, and a fully integrated Asian communications campaign designed from the bottom up vs. top down.

2:45p.m.    Spotlight on Hyundai’s Unprecedented Success Story
Presenter: Paul Koh, Acting Vice President, Administration and Human Resources, Hyundai

During these challenging economic times, it seems only a select group of “value” brands are creating success in their marketing efforts.   Hyundai’s amazing success in the last two years has been a case study for the entire marketing industry.  With a commitment to value, customer service and innovation in products, their formula for success has worked.  Come hear their story and experience their fast progress to the top of their game!

4:00p.m.    “Different Strokes for Creative Folks”--Leading creative talent discuss the top challenges in Asian marketing
Presenters: Steve Lam, Creative Director, APartnership; Tuan-Pu Wang, Creative Director, Admerasia; John LeeWong, Executive Creative Director, IW Group, Inc. , Sunny Teo, Executive Creative Director, DAE Advertising; Olivia de Jesus, former Creative Director, McCann Erickson, Ace/Saatchi & Saatchi. Moderator: Jon Yokogawa, interTrend Communications

This panel will be like none you have ever seen before. A panel of the most talented and innovative creative directors in the Asian American market will have a few minutes each to answer a series of questions. If you've ever worked with creative talent before, then you understand . . . You never know what you’re going to get!  During this hour, you will get access to some of the most insightful and colorful minds who will show you what works and what doesn't. Best of all, you will come away with the knowledge you need to better tailor your messages and visuals to the Asian American market.

6:30p.m.    3AF Awards event

Back by popular demand, it’s the 3AF Awards celebration!  Join us for food, friends and fun as the 3AF honors the best of the best in our industry!  This year, the 3AF will bestow awards for media partner, creative agency, client/marketer and newsmaker of the year.   Following the fast-paced awards program, you will get a chance to enjoy cocktails and delicious appetizers, mingle with old friends, meet new friends and view the award entries in a casual and informal setting.

Day 2 – Friday, May 21, 2010

8:30a.m.    Breakfast

9:00a.m.    Inside the Zappos Brand
Presenter: Aaron Magness, Director of Brand Marketing and Business Development, Zappos.com

Aaron has worked in Business Development in retail for more than 8 years.  His career has taken him through sales, operations and all the grunt work it takes to make his team successful. He joined Zappos.com with a primary focus in business development. However, his role has grown to include oversight of Brand Marketing, PR and Social Media as well as Business Development.  He received his BBA from University of Wisconsin – Madison with a double major of Marketing and Management & Human Resources.  People often do the stupid stuff while they are still in school, but he chose to run with the bulls in Pamplona, Spain only five weeks before his wedding day.  Luckily, he made it out alive.  Also, while not really enjoying either event, he is a marathoner and triathlete.  

9:30a.m.    Panel Session: Power of Social Marketing:  How Asians Connect Online
Presenters:  Representatives from Soompi, Naver, Drama Fever, FilAm.com and other top Asian social websites.

Social media, described by top PR gurus Brian Solis and Deirdre Breakenridge at its simplest, as "anything that uses the Internet to facilitate conversations,” is now empowering people to become the new influencers.  It is forcing PR and marketing professionals to take a closer look on how to utilize this democratization of content in their advertising and marketing communications.  More than half a billion people are profiled in social networks today, a growing number of which is comprised by Asian Americans.  But where do they gather and connect? What conversations or online activities engage them?  What markets are formed and transformed by such connections? Here to talk about an emerging "relationship economy" are Asian American online innovators who will touch on the growing power of online community, dialogue and networking.

11:00a.m.  Engaging the Millenial Asian-Americans
Presenters: Tuan Do, APEX; Miguel Santos, MYX;Angela Pang, (AsianWeek/Asian Heritage Street Celebration) and Giancarlo Pacheco, Plan C Agency

At once thoroughly American, yet proud to be Asian, the so-called millenial Asian-Americans have evolved into a cultural force that can no longer be ignored.   The marketing and advertising industries are realizing the influence and affluence of this 2nd generation market.  How can we engage a generation that grows up appreciating Asian pop culture side by side with the mainstream?  How can we reach the most tech savvy demographic that knows no boundaries when it comes to media consumption?   And what does it mean for our industry, our businesses and most importantly, our collective culture, when we succeed in bringing the millenial Asian-Americans into the mix?

12:15 p.m.      Conference concludes

Visit 3AF to Register!


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