Our Bureau
New York, NY
As we enter 2025, the Asian American Advertising Federation (3AF) continues to make substantial progress in its mission to uplift the multicultural segment and amplify the voices of the 24 million-strong Asian American community within the media, marketing, and outreach sectors. In 2024, 3AF rolled out several key initiatives that not only fostered the growth of the community but also highlighted the unique opportunities and contributions of the Asian American market.
Key Highlights from 2024:
1. Launch of the 4th Edition of the 3AF Next Gen Leaders Mentorship Program
The 3AF Next Gen Leaders Mentorship Program, now in its fourth year, has become a pivotal initiative in connecting enterprising mentees and experienced mentors across the nation. This year, the program further strengthened its mission of cultivating the next generation of marketers, media experts, and industry leaders. The program continues to foster meaningful relationships, providing young professionals with the skills and guidance to thrive in the competitive landscape of multicultural media and marketing.
2. Advanced Inclusivity in Survey Research with Amplify AAPI and AARP
In 2024, 3AF co-hosted the “Advanced Inclusivity in Survey Research” event in collaboration with Amplify AAPI and AARP. This groundbreaking initiative focused on enhancing the quality and inclusivity of survey research by addressing key issues impacting the Asian American community. By facilitating conversations around accurate data collection and representation, 3AF aims to influence better decision-making within the media and marketing industries.
3. 3AF Summit and Multicultural Awards Gala in Dallas, Texas
For the first time, 3AF organized its annual Summit and the eagerly awaited Multicultural Awards Gala in Dallas, Texas moving away from Los Angeles and Las Vegas. The event was welcomed very well and attracted a record attendance of media professionals, marketers, industry partners, agencies, and trade enthusiasts, making it one of the most impactful gatherings in the industry. The gala celebrated outstanding achievements in multicultural marketing, with a focus on Asian American representation and innovation.
4. Mental Health Awareness Campaign in Collaboration with Ad Council
In a year marked by heightened awareness of mental health issues, 3AF collaborated with the Ad Council to raise awareness about the critical mental health challenges faced by Asian Americans. The initiative aimed to provide much-needed resources, foster open dialogue, and reduce the stigma around mental health within the community, making it a significant part of 3AF’s 2024 outreach efforts.
Message from President, Indrajit Majumdar (Indy Majumdar)
Indrajit “Indy” Majumdar, President of 3AF and the first South Asian and first person from the media sector to lead this prestigious organization is currently serving his second term, shared his thoughts on the Federation’s achievements:
“Our initiatives and efforts are directly aimed at uplifting the Asian American community and ensuring that our segment receives undivided attention and the marketing and media investments and focus it deserves. As the fastest-growing multicultural group in the U.S with purchasing power expected to touch $ 1.9 Trillion by 2026, the Asian American community presents immense opportunities for brands and corporations. Our outreach events, collaborations on industry initiatives and partnerships in 2024 have seen record participation, and our efforts to engage with major corporations and industry stakeholders have paid off in terms of membership acquisition and retention.” Under Majumdar’s leadership, 3AF has witnessed several landmark initiatives and meaningful collaborations with marketers & leading industry associations such as ANA, AIMM, Advertising Week New York, Ad Council, Gold House, Hispanic Marketing Council.
Looking Ahead in 2025
As 3AF moves into 2025, the organization plans to further accelerate its efforts with an expanded suite of webinars, outreach events, and educational programs designed to help clients understand the emerging opportunities within the Asian American market. Key focus areas will include further educating the media industry and marketing fraternity about emerging trends and prioritizing the measurement of media effectiveness through accurate insights and data.
“We are committed to creating better awareness and driving investment in our segment,” said Majumdar. “In 2025, we will continue to accelerate our efforts to ensure Asian American voices are heard, valued, and represented in the advertising and marketing industries.”
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 advance the Asian American marketing and advertising industry for Asian American consumers through education, advocacy, promotion, and increased collaboration of all industry stakeholders including, but not limited to, marketers, agencies, research partners and media.
