Chief of Connectivity
Bill Imada founded IW Group, an award-winning multicultural marketing agency, 35 years ago. While his day job keeps him busy, Bill still finds time to advocate for good and has been a longstanding ally of the Geena Davis Institute. With Bill’s support, the Institute updated its study on API onscreen representation and recently presented “Rewriting the Script: A New Era for API Voices in Hollywood” at an event produced in collaboration with CAPE at the Ebell Theatre in Los Angeles. We caught up with Bill on Zoom, where he shared why his partnership with the Institute is meaningful and how the Institute’s data propels progress.
GDI: Can you tell us a little bit about yourself and what kind of work you do? I look at dots as connection points for people to experience brands in fresh, new ways. And if there aren’t enough connection points, I create them—by aligning the needs, interests, and aspirations of consumers with the companies and organizations hoping to reach them. That’s why I’m called the Chief Connectivity Officer at IW Group. I love making connections and sharing them with others.
IW Group is an advertising, marketing, and communications agency that focuses on the growing multicultural and multigenerational consumer markets. When companies and organizations reach out to us, they want to find relevant ways to connect with the rapidly changing demographic landscape of our country.
GDI: What inspired you to collaborate with the Geena Davis Institute? What draws you to our mission of advocating for equity and representation? Many of our clients and colleagues tell me they’ve hit seemingly insurmountable ceilings in their careers. They may advance to mid-level management with the help of allies and mentors, but then they get stuck—frustrated and unable to move beyond this awkward limbo between entry-level and executive ranks. I find myself wondering: Why do so many women and other underrepresented individuals face obstacles that impede their advancement? And what can I do to ensure they have the resources they need to rise? Finding answers to these questions is important to me and IW Group
Additionally, as a board member of the Coalition of Asian Pacifics in Entertainment (CAPE), I have found specific ways to be a stronger, more visible advocate and ally for Asian American, Native Hawaiian, and Pacific Islander women in entertainment, media, and other fields. Through my involvement with CAPE, I’ve learned that AANHPI communities continue to face barriers that keep us from advancing. To understand these barriers and address them effectively, we need credible partners like the Geena Davis Institute to uncover the root causes. I can’t stay on the sidelines—I must continue to be an ally, advocate, and vocal supporter.
GDI: In what ways has your involvement with the Institute impacted your outlook on representation in media? The research conducted by the Geena Davis Institute is essential—especially now. To embrace meaningful change in entertainment and media, we need reliable data. We also need to stay in close touch with our stakeholders and partners to collect and analyze data that will drive the changes we seek.
I deeply appreciate the findings from the Institute’s API study. Comparing the past and recent reports helped the AANHPI community better understand the progress—and the gaps. The data presented at the Ebell Theatre sparked conversations with chambers of commerce, arts organizations, and civic leaders about what we can all do to empower women and other underrepresented groups.
GDI: What is the business case for DEI? In other words, how is doing good, good for business? Embracing diversity, advancing equity, and creating spaces where everyone feels included and valued are essential for any organization to thrive in a constantly changing marketplace. We see demographic shifts here and around the world. Communities, cities, and regions throughout the U.S. are becoming more diverse—and these changes fuel creativity, curiosity, and critical thinking.
I can’t imagine living in a place that isn’t richly diverse. Imagine a world where everyone thinks, acts, and looks exactly alike—or where no one shares their unique perspectives and lived experiences. Life would be dull. Stories wouldn’t inspire. And entrepreneurs like me wouldn’t be able to grow, innovate, and thrive.
GDI: Is there a film, show, or piece of media that had a significant impact on your views of representation? The Joy Luck Club. This film debuted over 30 years ago, just as our agency was getting started. Entertainment pioneers like Janet Yang fought diligently to produce a film that told Asian American stories with Asian American actors. Even after Janet succeeded, it wasn’t easy to find theaters willing to host a premiere with an all–Asian American cast. Fortunately, a theater chain in Century City agreed to showcase the film. When word spread, long lines formed—people were eager to see it.
That experience taught me several important things: Our stories matter. Asian Americans long for inclusive representation. We want to see people who look like us on screen—not just in roles that perpetuate negative stereotypes. And we want more visible, leading roles. That was a pivotal moment for me—and a powerful reminder of why representation in media is so important.
Connect with Bill on Linkedin
GDI Member Profiles spotlight the journeys of our members — their inspirations, impact, and commitment to representation. We hope this series inspires you to join the movement!