/People

Jeannie Yuen
Founder, CEO

Jinnie Kim
Managing Director

Steve Lam
Executive Creative Director

Jeannie Yuen
Founder, CEO

In 1998, Jeannie founded APartnership with the goal of creating a collaborative agency that services an indispensable component of the US market: Asian American audiences. With her sharp, strategic leadership capabilities, Jeannie set the tone for a small agency that could create big impact. Today, APartnership is arguably the most awarded Asian American agency in the US. Our foundation in integrated strategies, creative excellence, and innovative technology makes us a leader in the creative services industry.

We asked Jeannie about a defining characteristic: I love real estate listings. You might think that’s because I’m looking for a new home, but no. It’s because I love to walk into a new space and redesign the layout in my head. Nothing intrigues me more than flow. Great designers make it look easy!

Jeannie’s thoughts on a legendary partnership: Spongebob and Patrick. Humor is the fuel of every good partnership. Plus, laughing with my kids on the couch when they were small are the best memories.

Jinnie Kim
Managing Director

Part of the pioneering generation of Asian American market specialists, Jinnie spent the first part of her career at prominent Asian agencies LLT, Mosaica, J. Walter Thompson Hong Kong, and yes, APartnership! She then defected to the corporate world where she created global brand strategies at Samsung Electronics’ headquarters in Korea, and developed market-specific campaigns for Samsung America as well as Bose in Asia Pacific. Her passion for strategy and creative, along with her penchant for relationship building has led her back to AP, where she leads client strategy and the account management team. Her experience on both sides of the business makes her approach a thoroughly collaborative one, and one that is truly representative of the APartnership Way.

We asked Jinnie about a defining characteristic: I went to 9 different schools between grades 1 -12. If that doesn’t teach you adaptability and resilience, I don’t know what does.

Jinnie’s thoughts on a legendary partnership: Huskies and Eskimos. Huskies are known to be stubborn and defiant, very difficult to train – and there’s a good reason. In their natural environment pulling sleds in the arctic, they are first to detect potential dangers ahead. To survive, they don’t wait for commands, they make the executive call. In great partnerships, trust drives the team forward.

Steve Lam
Executive Creative Director

A 20-year veteran of the creative industry, Steve brings a multi-disciplinary background of broadcast production, art direction, design, writing, and strategy in both traditional and new media. His career has taken him from Asian specialist agency LLT Advertising, to promotional agency CYRK, and throughout global agency networks: Wunderman Cato Johnson, Harte-Hanks Direct, and Draft Worldwide. With experience in a sweeping array of categories from automotive to health, Steve understands brands’ needs to be 100% original and distinct in an ever-growing market. Steve’s creative oversight is a significant factor in APartnership becoming such a highly-awarded agency. He steers our creative teams ahead with outstanding results for our clients.

We asked Steve about a defining characteristic: My background in fine art led me to a love affair with film. In Hong Kong there was one theater where it was really easy as a kid to finish one movie and sneak into another. It wasn’t unusual for me to spend an entire Saturday in there. No surprise I ended up producing commercials.

Steve’s thoughts on a legendary partnership: Andy and Red from Shawshank Redemption. They had an incredibly easy rapport on screen, but the best thing about their relationship, as in any, was the trust. Plus Andy’s words to Red are ones to live by: “Get busy living or get busy dying.”

Carol Yeung
Director, New Business Development

Rain Li
Communications Planning & Analytics Director

Jorgelina Bustos
People & Culture Manager

Carol Yeung
Director, New Business Development

As APartnership’s Director of New Business Development, Carol brings 18 years of expertise to bear, starting back in Asia when she managed PR for News Corp Star TV and Fox International Channels. She came to NYC in 2010 and helped launch two mobile apps in restaurant and hospitality. She pivoted from managing director roles to an entrepreneurial pursuit called Brand Story, where she sold local event sponsorships. In 2017 she joined us at APartnership where she helped secure some of our most influential clients.

We asked Carol about a defining characteristic: I’m a devoted tennis fan. I watch all the grand slams, even the preliminary rounds. Roger Federer used to be my favorite, but Coco Gauff came on the scene and stole my heart.

Carol’s thoughts on a legendary partnership: David and Victoria Beckham. What makes a partnership successful goes beyond financial success. Their partnership bridged the worlds of sports and music to create a pop culture sweetspot.

Rain Li
Communications Planning & Analytics Director

Rain brings 10 years of agency experience developing and managing media campaigns to her role as APartnership’s Communications Planning & Analytics Director. She holds the belief that to make marketing effective, art needs science. Big data and analytics allow the messages to find their audience. Without the partnership of those two disciplines, even the most beautiful media campaigns can’t stick the landing.

We asked Rain about a defining characteristic: I love Broadway musicals. Don’t ask me for my all-time favorite because that question will leave me in mental turmoil. I’m currently working my way through the list of Tony Awards for Best Musical, and I’m 3/4 of the way there. So that question will only get harder.

Rain’s thoughts on a legendary partnership: Cars and Tech! This comes from a strong aversion to driving, both mine and my husband’s. Autonomous vehicles will eventually take us anywhere we want to go without the hassle of driving, parking, or navigating rush hour. We’re in line to get a fully self-driving car. 2035, we’re coming for you!

Jorgelina Bustos
People & Culture Manager

Jorgelina has spent the last 17 years dedicated to people’s experience in the workplace. As APartnership’s People and Culture Manager, she dedicates herself to creating harmonious professional environments. It is through her respect for equality and humankind that she’s been so successful in finding the balance between employees’ needs and organizations’ goals. Her experience includes managing talent pools, talent acquisition programs, employer branding strategies, diversity initiatives, and performance reviews. In a cross-functional capacity, Jorgelina has made a career out of the successful deployment of HR functions, the foundation of a thriving organization.

We asked Jorgelina about a defining characteristic: I have an incurable case of wanderlust. There’s nothing I love more than immersing myself in the world’s cultures. In fact, my best-ever birthday took place in Czech Republic, surrounded by international friends, old and new.

Jorgelina’s thoughts on a legendary partnership: John Lennon and Paul McCartney. The legendary collaboration between these two iconic songwriters didn’t just create music, they revolutionized music and continues to resonate with generations.

Jeannie Yuen
Founder, CEO

Jinnie Kim
Managing Director

Steve Lam
Executive Creative Director

Carol Yeung
Director, New Business Development

Rain Li
Communications Planning & Analytics Director

Jorgelina Bustos
People & Culture Manager