Ad Age is marking Asian American and Native Hawaiian/Pacific Islander Heritage Month 2023 with our Honoring Creative Excellence package. (Read the introduction here.) Today, our guest editor Soyoung Kang turns the spotlight to Yin Woon Rani, CEO of MilkPEP, a milk industry marketing and education group.
Here, Yin shares her thoughts on how the “26.2” initiative, part of the “Gonna Need Milk” campaign, aims to rewrite the rules of sports sponsorship.
Growing up in Singapore, I was conditioned to be a “rule-follower.” However, since immigrating to the U.S., my career has been a lifelong lesson of unlearning this conditioning and stripping away the conventional rules that were so heavily ingrained.
As a female AAPI creative within the CPG marketing industry, I was thrown into a system that I was not set up to succeed within. But over time I realized that by embracing my own unique perspective—instead of blending in—I could thrive. There is so much power in knowing who you are and the value you bring to the table. You become fearless. And I want to empower others to feel the same.