Celebrating AAPI Heritage Month at the 4A’s

by Cathy Chan Butler

Since 1978, the month of May has been designated as a time to recognize the accomplishments of Asian Americans, Pacific Islanders and Native Hawaiians. It is a wonderful time to look back in remembrance and reflection, while also looking forward to continued hard work for achievements yet to be realized.

The past four years have seen a nearly full circle of Asian Hate to “Everything Everywhere All at Once” sweeping the Oscars, with the media and advertising industries recognizing the dark and bright moments but largely ignoring the lack of equity in corporate America. According to the 4A’s Diversity Report in 2023, less than 8% of Asians hold CEO titles in advertising agencies. The Bamboo Ceiling is very real.

While early career opportunities have increased for AAPI in our industry, the decline in the share of promotions starts at senior manager. According to McKinsey, less than 10% of promotions post-senior manager level are captured for Asian men, and even fewer for Asian women. What is expected of Directors - team management, promoting oneself, advocating for one’s ideas, and navigating political dynamics - are at odds with the Filial Piety values that AAPI hold close. If we continue to allow the? ideals of traditional leadership to win out in promotions over quiet leadership, then the faces of CEO leadership will not change.

Improving this outcome is not only dependent upon AAPI developing tools to navigate culture and corporate values but for our? industry to recognize leadership that is quiet, introverted, focused on the “greater good” with more measured decisions, will still produce results. Just ask? Pepsi CEO Indra Nooyi, Girls Who Code Founder Reshma Saujani, and Microsoft CEO Satya Nadella.

At the 4A’s and 4A’s Foundation, we continue to support accelerated leadership development with the recognition that understanding cultural values is a key part to creating equitable outcomes. This month, we celebrate the contribution of some of our AAPI employees in this effort: 胡天德 , Ashwini Karandikar , Sarah Duff and Rupa Raman .

Ashwini Karandikar, EVP, Media, Tech and Data, 4A’s

Origin Story/Cultural Background

I was born in India. My father worked in the Indian Air Force and so I grew up all over the country. India is a beautiful and very diverse country - think of India as Europe in one country - multiple languages, dialects, foods, customs, peoples. I feel very fortunate to have experienced the richness and depth of this beautiful country.?

Industry Experience

I have grown up with the digital marketing and advertising industry and have enjoyed my journey thus far.?

AAPI Experience

My experience as an A/API individual helps me understand and relate to multiple cultures, peoples, behaviors. I was successful in building Amnet (Dentsu's programmatic group) across 50+ markets because of my experience and exposure to multiple cultures and business practices.

Positive Influence

I have been fortunate to have several excellent mentors throughout my career. They taught me to be empathetic, thoughtful and practice inclusivity as a standard operating process.?

One Change I’d Like to See

Better balancing of hierarchy with experience, allowing younger people to practice their skills in protected environments.?

Tien-Te Hu, Graphic & Content Designer, 4A’s Foundation

Origin Story/Cultural Background

I am an immigrant from Taiwan. I left Taiwan in the late '90s to study and started my career in the US.?

Industry Experience

I enjoy my work as a visual designer and express feelings through visual elements. My cultural background helps me to observe details and create/design from different perspectives.

AAPI Experience/ View on Diversity

Being an AAPI member in the industry, I value and promote diversity and inclusion in every aspect. Advertising has the capacity to bring about a positive influence on the audience.?

Interests and Influence

Besides work, I love traveling as it opens my eyes and allows me to experience the beauty of various cultures. I enjoy experiences that enrich my inner emotions because I can then translate them into creativity. I enjoy this process.

Sarah Duff, Design Director, MarComs & Events, 4A’s

Origin Story/Cultural Background

I’m half Korean and half white. When I was younger, there wasn’t as much Korean influence in the house besides food, but as I’ve gotten older, I’ve made a point to explore my culture through language, music and food.

Experience in the Industry

It’s been overall very positive, I appreciate how fast-paced and constantly changing things are.?

Positive in the Industry

While some of the change takes time, it’s good to be part of an industry that tries to be innovative in recognizing diversity and representation.

One Change I’d Like to See

I’d like to see greater diversity continue to be added to the C-suite/senior levels

On a Lighter Note/Personal Side

I try to be as involved with the AANHPI community as I can be and immerse myself in the art scene especially. I also try to utilize my space to speak up for how important my culture is to me, especially as someone who is mixed, so a few years ago, I wrote and illustrated a children’s book focused on celebrating diversity.?

Rupa Raman, VP, Marketing & Communications, 4A’s?

Origin Story/Cultural Background

I lived in various parts of India and in Dubai growing up. Exposure to diverse cultures, subcultures and languages combined with strong roots has shaped my worldview and understanding of global events.

Industry Experience

I landed my first job as a copywriter serendipitously. The field of marketing and communications turned out to be a fit with my interest in human behavior, culture and language. It’s the ideal environment to learn by observing and applying what you learn almost every day.?

Positive in the Industry

There’s room for everyone–focused perseverance and patience puts you in the right place at the right time.?

Initiative I Appreciate

The 4A's Foundation MAIP program - what an incredible opportunity to enter the agency world for young, emerging professionals! I’ve come across so many stories of professionals who say they would never have dreamed of an agency career had it not been for MAIP.? 4As Foundation

One Change I’d Like to See

More intentional homework and sincere efforts to understand history and culture for more authentic media representation

We invite you to share your experiences in the advertising and marketing industry as an AAPI professional or reflect on your observations of diversity, inclusion and representation in our community.

#AAPI #Diversity #DEIB #Culture #AAPIHeritageMonth