Boo Yuen, Co-Founder & EVP Adwell Group Artwork

The Ronin Project Podcast

The RONIN PROJECT PODCAST is a weekly podcast airing on Sundays hosted by veteran political strategist Bill Wong about bad Asians getting into good trouble. This podcast will feature Asian American elected officials, candidates, and career campaign operatives to give Asian Americans insight and inspiration into claiming their rightful place in the halls of power and to curate Asian American political stories that have heretofore been ignored or erased. It will be real and raw conversations on Asian Americans and where they meet or miss the arena of politics, power, influence, justice, and representation. This no-nonsense podcast is for Asian Americans who want to know more about how politics is played, political professionals that want to know more about Asian Americans and how they vote, and troublemakers who want to make the world a better place. Bill Wong has over 30 years of experience that includes work as a chief of staff, a lobbyist, a political director, and a strategist to community non-profits, powerful labor organizations and Fortune 100 companies. He recently served as the senior political advisor to California Assembly Speaker Anthony Rendon and led efforts that elected and held the largest Assembly Democratic supermajority in over 130 years. In addition, he has dedicated his career to mentoring Asian Americans political professionals and helping elect a historic number of Asian Americans to local, state, and federal offices.

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The Ronin Project Podcast

Boo Yuen, Co-Founder & EVP Adwell Group

February 18, 2024 • Bill Wong • Season 3 • Episode 2

Boo Yuen, co-founder and executive vice president of the Adwell Group, is an expert ad maker and strategist.

Boo credits comedy as his entry into campaigns. While in school, Boo wrote for his college satire magazine, where he got his first unusual experience with campaigns, helping to run two different satirical candidates for student government president, one of whom won the election.

Boo started his transition from humorous to serious campaigns as an intern for one of the country’s leading democratic media firms. Over the course of four cycles at the firm, Boo rose from coffee delivery extraordinaire to award winning ad-maker and strategist.

On the creative side, Boo has written, directed, or produced over 400 TV, radio, digital, and print ads for political campaigns, non-profits, and corporate clients. Regardless of a project’s budget, Boo has and will do anything and everything to execute some of the industry’s most ambitious creative. As a producer, he’s wrangled birds, sourced 1960’s era film stock, and even gotten his hair cut to secure a shoot location.

While Boo is known for developing eye-catching creative, his work as an ad maker and strategist is not just for show; it translates to wins. Boo is an expert at incorporating local details into persuasive communications that help win elections. Some of Boo’s work highlights include helping re-elect Rep. Andy Kim, Rep. Elissa Slotkin, Rep. Jennifer Wexton, and over a dozen wins with the DCCC IE and HMP IE.

In addition to helping elect candidates to office, Boo has also worked with companies and issue advocacy groups to craft successful ad campaigns. This work has included producing the corporate values video that kicked off a national brand campaign for a multinational beverage company and an ad campaign supporting the LA Clippers move to Inglewood.

In 2022, Boo was honored as a winner of the American Association of Political Consultants (AAPC) 40 under 40 award. He is a graduate of Georgetown University with a degree in Government.

https://www.adwell.com/about

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