1 Taking Full Advantage of AAF Resources and Identity

2 AAF Value and Resources

3 1. Legacy of Industry Leadership Dating back to 1905, The AAF is the Oldest National Advertising Trade Association · Individual advertising clubs formed around the turn of the century to uphold high business standards · Original purpose was to self-regulate the industry in the face of exaggerated and false advertising claims · Clubs united to form larger trade associations · Advertising Federation of America (in the East) and Advertising Association of the West merge in 1967 to create the American Advertising Federation

4 2. All-Inclusive Membership AAF Brings Members Together From All Facets of the Advertising Industry · Represents media, agencies & clients No other trade organization can claim this · 125 corporations, 210 local ad clubs, 260 college chapters · Influence in all parts of the nation

5 3. Advocacy for of the Rights of Advertisers AAF Educates Policymakers, the News Media and the General Public on the Value that Advertising Brings to the Well-Being of the Nation · Advocates advertising as free speech protected by the First Amendment · Actively promotes advertising as an essential industry · Formed the National Advertising Review Board

6 4. Government Affairs AAF Protects and Promotes Advertising at All Levels of Government Through Efforts Ranging from Grassroots Activities to National Lobbying · Nationwide network for quick mobilization ·Regular legislative/government alerts · Have repeatedly defeated advertising tax legislation Example: Florida Ad Tax of 1987 · Training available to local clubs in lobbying techniques & managing legislative matters

7 5. Professional Development AAF Educates Members on the Latest Trends in Leadership, Technology, Creativity and Marketing ·Unparalleled access to programs/services designed to boost the profiles and standing of local clubs ·District & Regional Leadership Conferences ·American Advertising Conference: June, 2009 – Washington, DC ·Webcasts of AAF Programming ·Local club members can take advantage of extensive resources and information · Research white papers, streaming video, and direct links from local club site to national site ·On-line web conferences and blogs

8 6. National Infrastructure AAF Provides Resources, Materials and Professional Staff to Assist Local Clubs’ Volunteer Leadership · Collateral materials and “how to” guides · Club Achievement programs · Speakers/judges directories · Web-based resources at aaf.org · Free on-line job bank · Dedicated national staff

9 7. College Chapters Provides the Advertising Industry With its Future Leaders · National Student Advertising Competition (NSAC) · Internship opportunities · National scholarships · Career guidance · Industry mentors

10 8. Recognition of Excellence Honors Achievement in Our Industry · Advertising Hall Of Fame - Advertising legends · Advertising Hall Of Achievement - Under age 40 · ADDY® Awards - Creative excellence · Silver Medal - The highest honor at the club level · Bart Cummings Gold Medal Award - Volunteer · Betty Riehl Excellence in Service Award - Employee

11 9. Multicultural Initiatives Empowers the Advertising Industry to Capitalize on America’s Changing Demographic Landscape · Multicultural marketing conferences · Corporate scholarship, internship & educational outreach programs · Research on industry diversity & multicultural marketing practices · Issue forums for national lawmakers

Public Service AAF Applies the Communication Skills of its Members to Help Solve Community Concerns · Local clubs’ public service initiatives · Community task forces & committees · Sounding board for local not-for-profits · Often led by Ad 2 (where present)

13 AAF Relevance and Mission

14 AAF Relevance and Mission At the local level, AAF offers connectivity to its members · Local affiliation and recognition is high · Key recognized benefits of AAF membership: ·Networking ·Idea sharing ·Professional development · Key descriptors of AAF: ·“A unifying force” ·“Together under one umbrella”

15 AAF Relevance and Mission Current Key AAF Activities and Initiatives: ·Enhanced visibility & prestige for National ADDY®s ·Ongoing legislative and lobbying efforts ·Increasing connections between roughly 40,000 other professionals and students with like interests ·Serving as the aggregating body for AAF clubs nationwide ·Name change initiative to leverage the power of AAF national brand name at the local level

16 AAF Relevance and Mission Upcoming Initiatives: ·Evaluation and evolution of all AAF Signature Brands ·Partnership with the Advertising Research Foundation (ARF) to provide web-based program content ·A re-articulation and expansion of AAF “value proposition” ·Redefinition of AAF purpose and mission

17 AAF Relevance and Mission Redefined AAF Purpose Statement: Because of its unique membership and its unique approach to our industry, membership in the AAF enables you to be better informed, better positioned and better equipped to deal with the tough issues that are going to shape the future of our industry.

18 AAF Relevance and Mission Translate the “unifying voice” position into action: AAF is the only industry association that can work across silos to address key industry issues.