2010 Symposium

Advertising and the Asian American Community: Capture a Market Opportunity

Annual AEF Symposium
Advertising and the Asian American Community: Capture a Market Opportunity brings together leading marketing/advertising executives and academics to raise awareness, understanding and importance of the as-yet largely untapped opportunity the Asian American community represents for our industry. Throughout the day, we will review case histories of in-market learning as well as personal stories about immigrant consumer experiences, and participate in an honest, lively discussion about how to move forward – with a not-to-be-missed keynote presentation by Neil Golden, CMO, McDonald’s USA.

Keynote:

The Importance of the Asian American Consumer to McDonald’s Business Strategy
Neil Golden, Chief Marketing Officer, McDonald’s USA

Agenda

Welcome Remarks
Paula Alex, CEO, Advertising Educational Foundation
John Sheehy, EVP, Account Director, Leo Burnett Worldwide

2010 Census and the Asian American Consumer
Tom Mesenbourg, Deputy Director & COO, US Census Bureau
Bill Imada, Chairman & CEO, IW Group, Inc.
Jeff Tarakajian, EVP, Client Services, Draftcb

Asian Americans in the U.S.
Karen Cardozo, Ph.D., University of Massachusetts, Amherst

The Asian Immigrant/Consumer Experience
Tuyet Le, Executive Director, Asian American Institute

Allstate/Kang & Lee Presentation: Case Study
Saul Gitlin, EVP, Strategic Marketing Services, Kang & Lee
Georgina Flores, Sr. Mgr, Integrated Marketing Communications, Allstate

JC Penney/interTREND Presentation: Case Study
Jon Yokogawa, VP, Consumer Engagement, interTREND Communications
Lisa K. Destefano-Orebaugh, DVP, Brand Comm. & Strategy, JC Penney

Asian Americans and the Media Landscape/Media Measurement
Lisa Yokota, Director of Marketing, KTSF-TV
Douglas Darfield, SVP, Multicultural Measurement, The Nielsen Company

Panel Discussion

Moderator: Kay Alison, Founder & CEO, The Energy Infuser
Daniel C. Chang, Dir. of Multicultural Marketing, Farmers Insurance
Dr. Amy Jo Coffey, Assistant Professor, Dept. of Telecommunications, University of Florida
Saul Gitlin, EVP, Strategic Marketing Services, Kang & Lee
Jon Yokogawa, VP, Consumer Engagement, interTREND Communications
Brad Keown, Midwest Director of Sales, Facebook

Closing Remarks
Nita Song, President, IW Group
Janice Spector, Symposium Coordinator


Symposium Committee
Janice Spector, Chairman and Coordinator
Karen Cardozo, Ph.D., University of Massachusetts, Amherst
Saul Gitlin, EVP, Strategic Marketing Services, Kang & Lee
Julia Huang, CEO, interTrend Communications
Bill Imada, Chairman and CEO, IW Group
Nita Song, President, IW Group

Date: March 12, 2010
Location: Leo Burnett Chicago

AEF Symposia

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