Asian American ad summit names AARP ‘Marketer of the Year’

Daphne Kwok, vice president of AARP Multicultural Markets and Engagement Asian American and Pacific Islander Audience. WEBSITE

LOS ANGELES—Retired persons organization AARP was among the winners of the Excellence Award at the summit of Asian American advertisers in Los Angeles’ Koreatown.

The awards were given out at the Asian American Advertising Federation’s (3AF) annual Asian Marketing Summit held June 3 and 4.

The Summit is the only national marketing and advertising conference focused solely on the Asian American consumer.

In the 3AF Creative Campaign of the Year category, the Gold award for first place went to Admerasia for its “New Gen Versus campaign,” on behalf of their client Nissan North America.

The Silver award, for second place, went to DAE for its “Member Stories That Inspire” campaign for AARP.

Muse was awarded the Bronze award (third place) for its campaign called “Change the Game” for client American Honda Motor Company. In addition, AAAZA received honorable mention for their work for client BBCN Bank.

On the client side, AARP was named 3AF’s 2016 Marketer of the Year and the White House Initiative on Asian Americans and Pacific Islanders (WHIAAPI) was named 3AF’s 2016 New Marketer of the Year.

Edward Chang, president of the 3AF, said, “Today, Asian Americans are the fastest growing racial group in the United States. Our annual Asian Marketing Summit is a unique forum for marketers to converge on an in-depth discussion of the Asian consumer opportunity. Ultimately we hope the summit sparks new conversations and ideas that advance the recognition of our industry and the Asian community. Our 3AF Excellence Awards recognizes the marketers, advertising agencies and other partners who are investing in our communities and reaching the Asian consumer segment.  We congratulate them on winning their awards.”

Summit topics this year included a keynote address by Suk Park, president and co-founder of DramaFever; a luncheon presentation on Asian consumers by Nielsen; Asian immigrants and their tremendous future impact on the United States’ population; understanding and strengthening the connection with the Indian consumer; research presentations by The Pew Research Center and AARP; Asian Americans and the luxury market; Asian Americans in entertainment including speakers from “Fresh Off the Boat,” and “Master of None;” reaching the Asian consumer via the growing popularity of the game cricket; working with leading content creators to captivate Asian consumers digitally; and presentations by Google; The Walt Disney Company and Chase. The 3AF also presented its Asian Marketing Boot Camp on June 1, for those new to Asian marketing.

Sponsors of the 3AF 2016 Asian Marketing Summit included Jade sponsors: Publicis Media; Sony TV; Star TV; Viacom 18; Zee TV; and Saavn; Lunch sponsor: Nielsen; Bronze sponsors: Comcast; CMPG; The Korea Daily; and OnDemand Korea;  Pearl sponsors: Inquirer.net; iTalk BB Media; The Korea Times; TIMES NOW; and iPinYou; industry partner, the Association of National Advertisers, and others.

The Asian American Advertising Federation (3AF) is a national trade organization comprised of Asian American advertising agencies, Asian market advertisers, Asian media companies and other industry specialists. Its mission is to grow the Asian American advertising and marketing industry, raise public awareness of the importance of the Asian American community and further professionalism in the industry. The 3AF Asian Marketing Summit is held annually. More information about the 3AF is available at www.3af.org.