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NORTH AMERICAN Newsline JANUARY 10, 2025 | The Indian Eye 20

Asian American Advertising Federation (3AF)

Makes Significant Strides in 2024 to Elevate the

Asian American Community, Media, and Marketing

OUR BUREAU enhancing the quality and inclusivity
of survey research by addressing key
New York, NY
issues impacting the Asian American
n 2025, the Asian American community. By facilitating conversa-
Advertising Federation (3AF) tions around accurate data collec-
Icontinues to make substantial tion and representation, 3AF aims
progress in its mission to uplift the to influence better decision-making
multicultural segment and amplify within the media and marketing in-
the voices of the 24 million-strong dustries.
Asian American community within For the first time, 3AF orga-
the media, marketing, and outreach nized its annual Summit and the ea-
sectors. In 2024, 3AF rolled out sev- gerly awaited Multicultural Awards
eral key initiatives that not only fos- Gala in Dallas, Texas moving away
tered the growth of the community from Los Angeles and las Vegas .
but also highlighted the unique op- The event was welcomed very well
portunities and contributions of the & attracted a record attendance
Asian American market. of media professionals, marketers,
The 3AF Next Gen Leaders industry partners, agencies, and
Mentorship Program, now in its trade enthusiasts, making it one of
fourth year, has become a pivotal the most impactful gatherings in
initiative in connecting enterprising the industry. The gala celebrated
mentees and experienced mentors outstanding achievements in multi-
across the nation. This year, the pro- cultural marketing, with a focus on
gram further strengthened its mission Asian American representation and
of cultivating the next generation of innovation.
marketers, media experts, and indus- In a year marked by heightened
try leaders. The program continues awareness of mental health issues,
to foster meaningful relationships, 3AF collaborated with the Ad Coun-
providing young professionals with cil to raise awareness about the crit-
the skills and guidance to thrive in ical mental health challenges faced
the competitive landscape of multi- by Asian Americans. The initiative
cultural media and marketing. aimed to provide much-needed re-
Indrajit “Indy” Majumdar, Pres- sources, foster open dialogue, and
ident of 3AF and the first South reduce the stigma around mental
Asian and first person from the me- health within the community, mak-
dia sector to lead this prestigious ing it a significant part of 3AF’s 2024
organization is currently serving his outreach efforts.
second term, shared his thoughts The Asian American Advertis-
on the Federation’s achievements: ing Federation (3AF) is a national
“Our initiatives and efforts are di- in terms of membership acquisition media industry & marketing frater- trade organization comprised of
rectly aimed at uplifting the Asian and retention.” Under Majumdar’s nity about emerging trends and pri- Asian American advertising agen-
American community and ensuring leadership , 3AF has witnessed sev- oritizing the measurement of media cies, Asian market advertisers, Asian
that our segment receives undivided eral landmark initiatives and mean- effectiveness through accurate in- media companies and other industry
attention & the marketing and me- ingful collaborations with marketers sights and data. specialists.
dia investments and focus it deserves. & leading industry associations such “We are committed to creating Its mission is to advance the
As the fastest-growing multicultural as ANA , AIMM, Advertising Week better awareness and driving invest- Asian American marketing and
group in the U.S with purchasing New York , Ad Council , Gold House ment in our segment,” said Majum- advertising industry for Asian
power expected to touch $ 1.9 Tril- , Hispanic Marketing Council . dar. “In 2025, we will continue to ac- American consumers through ed-
lion by 2026, the Asian American As 3AF moves into 2025, the or- celerate our efforts to ensure Asian ucation, advocacy, promotion, and
community presents immense op- ganization plans to further acceler- American voices are heard, valued, increased collaboration of all in-
portunities for brands and corpora- ate its efforts with an expanded suite and represented in the advertising dustry stakeholders including, but
tions. Our outreach events , collab- of webinars, outreach events, and and marketing industries.” not limited to, marketers, agencies,
orations on industry initiatives and educational programs designed to In 2024, 3AF co-hosted the research partners and media. Addi-
partnerships in 2024 have seen re- help clients understand the emerg- “Advanced Inclusivity in Survey Re- tionally, 3AF seeks to promote and
cord participation, and our efforts to ing opportunities within the Asian search” event in collaboration with encourage high standards of con-
engage with major corporations and American market. Key focus areas Amplify AAPI and AARP. This duct and ethics among our mem-
industry stakeholders have paid off will include further educating the groundbreaking initiative focused on bers and our industry.

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