The Asian American Advertising Federation (3AF) announced the establishment of the 3AF Awards last week. The awards will recognize outstanding companies and individuals who have made an impact in the Asian-American market.

Winners of the first competition will be honored at a luncheon Oct. 3 at the 3AF conference in New York City. Allstate Insurance will sponsor the awards luncheon for "GenerAsian Next: Marketing to Asian Youth."

The annual competition will honor winners in three categories. The Creative Agency of the Year award will be selected by independent judges who will evaluate ads that target the Asian American market. Submissions are due Sept. 6 and only 3AF member agencies may submit work.

The Marketer of the Year award will be presented to a corporation based on their activity in the Asian American consumer market via advertising and programs, which recognize the importance of the market.

The Newsmaker of the Year award will be presented to a corporation, agency or individual whose initiative drew attention to the Asian-American consumer market.

3AF is made up of Asian American advertising agency principals, media, advertisers, and strategic partners. Its mission is to grow the Asian American advertising and marketing industry, raise public awareness of the importance of the Asian American community, and further professionalism within the industry