With over 9 years of extensive experience working in the multicultural market, Michael currently leads the media strategy and investment for the diverse client portfolio at Admerasia. During his tenure, he had worked with major Fortune 500 clients like McDonald’s, Nissan, Infiniti, and Citi. With his in-depth knowledge of the Asian American audience and their media consumption behaviors and the ever-changing media landscape, he and his media team deliver the best-in-class media campaigns for his clients that continue to push the boundary of innovation.

How many years have you been a judge?

1-3 years

What was your first job in the industry? What did it teach you?

My first job in the industry was as a media specialist, where I worked on planning and buying media for multicultural campaigns. It taught me the importance of understanding diverse audiences beyond just demographics—how cultural nuances shape engagement and response. It also reinforced the value of adaptability, as media landscapes evolve rapidly, and staying ahead requires a balance of data, intuition, and innovation.

What’s the most challenging part about your job and/or the industry?

Balancing innovation with impact. In a fast-moving industry, there’s always pressure to experiment with the latest tech and trends, but it’s equally important to ensure those choices drive real engagement and business results. Finding that equilibrium between creativity, data, and cultural resonance is both the challenge and the thrill.

What do you look for to determine excellence in video?

Authenticity, emotional impact, and cultural relevance. A truly excellent piece of content doesn’t just entertain—it resonates, challenges perspectives, and feels deeply connected to its audience. I also look at execution—how well a piece uses storytelling, visual language, and sound to create a lasting impression.

How do you unwind from work mode?

Photography, pottery, and traveling. I find that immersing myself in different cultures, capturing moments through a lens, or creating something tactile helps reset my mind and spark fresh ideas.

What are your current roles and responsibilities and what do you love most about your job?

I lead the strategy and investment of media campaigns at Admerasia, driving impactful and culturally resonant initiatives. I am passionate about pushing the boundaries of media innovation to create meaningful connections and drive brand growth.