In celebration of Asian American and Pacific Islander (AAPI) Heritage Month, a dynamic group of industry leaders gathered for MediaVillage’s fourth annual AAPI Leadership Roundtable to discuss the ongoing evolution of inclusion in the media and advertising sectors. The panel featured Suzie Bao, Vice President Group Account Director for McDonald’s at IW Group; Bernice Chao, Chief Creative Officer at Aster and Founder of Asians in Advertising; Irene Kwak, Executive Vice President of Client Growth at Starcom; Jinie Kwak, Executive Director of Global Communications and Marketing at VML; and David Lai, President and Head of Global Data, Analytics & Transformation at Publicis Collective.
Each panelist shared personal stories and professional insights on the importance of inclusive storytelling, equitable hiring practices, and the need for cultural intelligence in brand strategy. Suzie Bao reflected on the cultural barriers she had to overcome as a first-generation immigrant in corporate spaces. “I had to learn to humble brag because it’s so uncomfortable to self-promote as an Asian person,” she said. “And I learned how to respectfully go up against leadership and executives, because I was taught to obey my elders.”
Bernice Chao highlighted the creative industry’s persistent diversity gap and how her upbringing shaped her advocacy for representation. “The creative department is probably the least diverse of the verticals,” she explained. “The more of us that can go into these careers, the more of our stories will be represented in the work we see.”
The conversation also turned to corporate initiatives driving DEIB forward. Jinie Kwak praised her agency’s commitment beyond hiring practices. “We focus on a few key areas that include recruitment but go beyond recruitment to retention, belonging, and development,” she shared. “To be successful, you actually have to implement developmental programs and resources that help employees thrive within an organization.”
At Starcom, Irene Kwak emphasized the tangible actions being taken to create lasting change. “We are launching new brand values to really cement inclusivity in our teams and their daily lives,” she said. “To us, it’s about accountability, innovation, empathy, and connection.”
David Lai underscored the importance of AAPI leadership visibility and breaking industry stereotypes. “Traditionally AAPI employees tend to work more technical back-end jobs,” he noted. “But seeing that we can be front and center in the boardrooms, driving businesses, that’s something I’ve had the privilege of being a part of.”
The group also discussed impactful campaigns that authentically captured AAPI experiences. Bao recalled her work on McDonald’s Grandma McFlurry campaign, which used AI technology to bridge language gaps between grandparents and grandchildren. “We made sure we had representation even amongst our segment, and behind the camera we hired production companies and directors of AAPI descent,” she said. “It was just a really proud moment.”
Similarly, Kwak pointed to a recent insurance campaign targeting underserved multicultural communities. “It was incredibly rewarding to focus on finding these hard-to-reach audiences and helping provide them with the information they need to live healthier lives,” she said.
From community engagement to nonprofit advocacy, the panelists showcased various ways their companies and personal efforts are creating a more inclusive industry. “Our agency is in service of our community,” Bao explained. “We take action, donate our time and money, and support events that uplift AAPI voices.”
Chao also touched on the power of mentorship through her nonprofit, Asians in Advertising. “The idea that a couple of us felt so different was actually a really huge feeling for a lot of us,” she said. “We provide mentorships, scholarships, and a safe space where we can be seen and heard.”
As the conversation closed, the leaders offered advice for the next generation of AAPI professionals. Said Chao, “Stop shrinking in places you’ve outgrown. Leverage your voice, own your wins, uplift others, and decide when it’s okay to walk away. Get LOUD.”
With their combined efforts and insights, this roundtable offered not just a celebration of heritage, but a roadmap for a more inclusive future in media and advertising. Watch the full conversation above, on our YouTube channel, or tune in on your favorite podcast platform by subscribing to the free MediaVillage Podcast Network.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.org/MyersBizNet.