AAF History

THE AMERICAN ADVERTISING FEDERATION

As the “Unifying Voice for Advertising,” the American Advertising Federation (AAF), headquartered in Washington, D.C., with a Western Region office in Newport Beach, Calif., is the trade association that represents 50,000 professionals in the advertising industry. AAF’s 130 corporate members are advertisers, agencies and media companies that comprise the nation’s leading brands and corporations. AAF has a national network of 210 ad clubs and connects the industry with an academic base through its 210 college chapters.

AAF – A BRIEF HISTORY

By the turn of the 19th Century, advertising had been recognized as an important and viable means of communication. The industrial movement gave rise to the need for product and service promotion and with this, the advertising profession was established. As the profession grew into an industry, practitioners became concerned with assuring high business standards. Then, as now, advertising professionals identified the need to join together to protect and promote their trade.

This idea led to the organization of professional advertising clubs founded on the principle of upholding high industry standards. Across the country, advertising professionals formed local organizations to achieve this objective.

By 1904 these local advertising clubs realized that to be effective they should join together. Accordingly, the local clubs in the west formed the Pacific Coast Advertising Men’s Association. A year later, the east coast clubs organized into the National Federation of Advertising Clubs. These two regional groups evolved to become the Advertising Association of the West (AAW) and the Advertising Federation of America (AFA).

Both associations worked to raise the standards of advertising through education and self-regulation. In the east, the AFA organized a national vigilance committee in 1911 and launched the “truth in advertising” movement, the forerunner to Better Business Bureaus. The AAW became involved in this movement a year later.

For many years the AAW and the AFA operated independently to represent industry interests. However, after the Second World War the East and West were brought closer through the advent of commercial air travel and advances in telecommunications. Accordingly it became increasingly necessary for the AFA and AAW to coordinate activities and positions, particularly in dealing with the federal government.

For several years the AFA and AAW worked cooperatively to promote and protect industry interests as pressure towards merger mounted. In 1962 a joint convention was held and a commission was formed to discuss the issue of merger. Five years later, in February of 1967, the Advertising Federation of America and the Advertising Association of the West joined forces creating the unifying voice for advertising…

THE AMERICAN ADVERTISING FEDERATION.

Today, AAF is headquartered in Washington, DC with a Western Region Office in Newport Beach, CA. AAF represents nearly 50,000 advertising men and women in all industry segments. Members join together to achieve a common mission.

AAF MISSION AND STRATEGIC GOALS

The American Advertising Federation advances the business of advertising as a vital and essential part of the American economy and culture. The AAF educates policymakers, the news media and the general public on the value that advertising brings to the well-being of the nation and develops the industry’s present and future leaders.

The AAF mission is concentrated into the following areas of concern:

Government and Public Relations

The American public and legislative and policy influencers will understand the economic and social value of advertising.

AAF will take the leading role in assuring that federal and state legislative and regulatory issues issues are resolved consistent with the values of free speech and economic growth.

Professional Development and Recognition

AAF awards programs will recognize the outstanding contributions of advertising and its
practitioners.

AAF members – individual and organizational members – will be prepared to be effective and successful in the 21st century.

AAF will be the leader/bridge between advertising education and the industry.

Community Service, Social Responsibility, and High Standards

The power of advertising will be used for the public good by addressing social issues throughout our nation.

Through AAF efforts, opportunities will be created for minorities within the federation and the industry.

The AAF will be a leader in promoting high standards of ethics, truth in advertising, and
effective self-regulation.

Benefits and Services to Members

Advertising clubs, corporations which buy, sell, use and provide advertising services, and student advertising chapters will find real value in AAF membership.

Members will find exciting and meaningful opportunities to enhance relationships and exchange information and ideas related to the advertising industry.

AAF MEMBERSHIP

The American Advertising Federation is the only national advertising organization representing all industry segments through a broad-based membership. AAF has the following membership categories:

• Clubs/Federations: Local professional advertising associations. AAF is the only national advertising organization for local professional advertising associations. Member clubs comprise the AAF grass roots which is the industry’s most valuable resource in advancing and protecting advertising interests.
• Corporate Members: Advertiser, agency, media and advertising service companies. Corporate members pay dues based on advertising expenditures and/or billings.
• College/University Chapters: Campus organizations comprised of advertising students. AAF is the only national advertising organization with a student membership. Therefore, AAF serves as the link between the profession, academicians and future advertising professionals.
• Inter Association Council: Leaders of other trade associations which represent specific advertising segments join the AAF Inter Association Council to promote effective cooperation and coordination on industry initiatives and activity.

Collectively, AAF represents nearly 50,000 advertising professionals who join together to achieve a common purpose. Each AAF membership segment provides a unique and valuable voice for the entire industry.

AAF- ORGANIZATIONAL STRUCTURE
The American Advertising Federation is organized to achieve its mission and goals. Clubs/federations are organized geographically and by membership size divisions. This organizational scheme is chiefly designed to provide clubs/federations with representation in the national policy and decision making process and facilitate communication.

 AAF DISTRICTS

For the purpose of effective communication, representation and operation of the AAF National Student Advertising Competition and the ADDY Awards. AAF is organized into 15 multi-state districts. According to current AAF bylaws, each AAF club is a member of an AAF district and must support district activities and pay district dues as defined by the district. District activities must be compatible with the AAF mission and goals, and club/federation dues to a district may not exceed 30% of the amount of dues a club/federation pays to the AAF.

Club leaders within each district annually elect a district governor and district officers. Each district governor is a member of the Council of Governors (COG). Each year, the governors elect a chairman, vice chairman, and secretary/treasurer to serve as officers of the COG. All COG members (governors and officers) are members of the AAF Board of Directors.

The AAF Board of Directors looks to the COG for input on matters of national policy and decision pertaining to clubs/federations. Each district governor is responsible for representing the best interests of club/federation members within their geographic boundaries. District Governors are responsible for communicating issues to club/federation leaders and soliciting their opinions and dispositions to be considered by the COG in the committee’s collective decisions.

Each district governor is responsible for his/her specific constituency while the COG is collectively responsible for representing the majority view of the entire club/federation constituency to the AAF Board of Directors. COG decisions should represent the majority view of all district governors which, in turn, should represent the majority view of their respective club/federation constituents.

District governors are responsible for communicating national policy and decisions to clubs and federations including rationale. In addition district governors are responsible for assisting AAF in implementation of policy. Clubs/federations should communicate their opinions, needs and concerns on any issue pertaining to AAF membership to their district governor and officers who should communicate these considerations to the COG, the Board of Directors and the AAF staff.

AAF REGIONS

AAF districts are geographically grouped into three regions: Western, Central, and Eastern. This is a traditional organizational structure rooted in the original merger agreement between the AAW and the AFA. At the time of the AAW/AFA merger resulting in one national organization – AAF, it was agreed that a regional structure would be established to preserve the unity of members in the western united states, and provide continuity.

Accordingly, AAF bylaws were written to provide that each region have representation on the AAF Board of Directors. Annually club leaders within each region meet during the AAF National Conference and elect a regional chairman who serves on the AAF Board of Directors.

Each regional chairman is responsible for representing the needs, interests and concerns of the member clubs within that region. Clubs/federations should communicate their opinions on any issue pertaining to AAF membership to their regional chairperson in addition to their district governor.

AAF CLUB DIVISIONS

AAF is also organized into five club membership size divisions to facilitate communication and networking among club leaders. These divisions are:

• Division I 500+ Members
• Division II 250 to 499 Members
• Division III 100 to 249 Members
• Division IV Under 100 Members
• Division V Ad 2 clubs/federations

Each of the club divisions is represented on the AAF Board of Directors by a club member, providing clubs with an additional voice in national policy and decisions.

Club division representatives are nominated by the AAF Board Nominating Committee from a pool of nominations directly solicited by AAF from clubs/federations. Club division representatives are elected at the AAF Annual Business meeting held in conjunction with the AAF National Conference.

Club division representatives are, as directed by the AAF National Chairman, responsible for securing input from club/federation leaders within their divisions on national policy and decisions.

Clubs/federations should communicate their opinions on AAF membership issues to their Club division representative in addition to their district governor and regional chairman.

AAF NATIONAL COMMITTEES

A formal AAF committee structure also provides members with an opportunity to be actively involved with national issues and policy.

AAF committees are comprised of members and assembled each year to review primary areas of operation and make recommendations to the AAF Board and staff. The Board of Directors oversees all committees which are classified into seven sections. These are Membership, Operations, Awards, Government Relations, Communications, Education, and Conferences.

Each committee works in cooperation with the AAF Board, COG, and AAF staff to implement policies and programs. Some committees, such as the American Advertising Awards Committee, are permanent and meet several times each year. Others are formed on an as needed basis.

The AAF National Chairman and President make committee appointments based on input from district governors, AAF staff and expressed member interest. Club/federation representatives who are interested in serving on national committees should notify AAF Club Services staff during the summer months. Committee appointments are made in the fall of each year and meetings occur between the months of September and June.

From time to time, at the discretion of the AAF National Chairman and/or president, club/federation representatives may be appointed to serve on other national AAF committees.

Participation in national committees provides club/federation representatives with an additional voice in the AAF decision-making process.

 AAF STATE ADVERTISING FEDERATIONS

To conduct effective government relations. AAF is organized by state. Each state has an appointed legislative chairman who is briefed on legislative and regulatory issues, as well as lobbying strategy and tactics. Each legislative chairman heads up a specific state legislative federation which is comprised of government relations chairmen from clubs within that state.

It is the responsibility of the state legislative chairman to work with club representatives to assure that all AAF members are informed on government relations issues and organized to protect advertising interests through effective lobbying. Each club/federation should have a government relations chairman who is the official liaison to the state legislative chairman and is responsible for club activity in this area of operation.

 AAF – MEMBERSHIP BENEFITS

The American Advertising Federation is committed to member service. A series of membership benefits are available to AAF clubs/federations. These benefits include the opportunity to participate in national programs owned and sponsored by the AAF; communications on industry issues and AAF activity; club management publications and resources; participation in AAF conferences; and various member discounts.

NATIONAL AAF PROGRAMS

Clubs/federations are invited and encouraged to participate in the following national programs which AAF owns and sponsors.

ADDY Awards. to recognize creative excellence in advertising. A three-tiered national competition, entrants compete first on local (club) level and progress on to regional and national competitions. The American Advertising Awards competition is the advertising industry’s largest and most representative competition for creative excellence.

Club Achievement Competition. to recognize the outstanding work and accomplishments of AAF clubs/federations in overall club management, public service, membership, communications, programs government relations, advertising education, and diversity. Cash awards are given in certain categories.

Silver Medal Awards. to recognize the outstanding contributions of advertising men and women to their profession, community and local advertising club/federation.

Public Service Campaigns. contribute to the remedy of a wide spread social concern and/or issue.

National Student Advertising Competition. provides students with the opportunity to prepare a comprehensive marketing report and advertising campaign for a real product/service case.

Advertising Review Program. to promote and protect advertising self regulation through voluntary industry efforts to advance high industry standards and safeguard consumers against misleading, deceptive and/or untruthful advertising. The Local Advertising Review Program is available to participating clubs/federations.

 AAF COMMUNICATIONS

AAF communications keep members informed on industry issues, AAF activities, and club projects. The following is a list of AAF communications designed for and exclusively available to member associations.

Interact. Provides quarterly updates and important information about AAF programs and resources to help you and your club prosper and succeed. There is also a special edition, which highlights the AAF national conference.

Government Report. Monthly publication addressing state and federal legislative and regulatory issues/proposals affecting advertising distributed to all club presidents, executive directors, legislative chairs and newsletter editors.

Press Releases. Timely AAF news reports distributed to all AAF club presidents, executive directors and newsletter editors.

www.aaf.org AAF’s Web site is an all-purpose resource for AAF members and a source of information for non-members.

AAF CLUB MANAGEMENT PUBLICATIONS & RESOURCES

Following is a list of club management publications and resources available exclusively to AAF members.

• ADDY Awards Management Manual (includes rules & categories, judging guidelines, prospect judges list, promotion kit, glossary of terms, kick-off program).
• National Speakers Directory – a directory of professionals available to speak to AAF clubs on topics of interest to members.
• Award Winning Ideas Book – winning entries from the Club Achievement Competition and includes a how to guide for entering the competition.
• AAF “How-To-Guides” – A series of manuals developed to assist committee chairs in organizing and administering activity in specific areas of operation. Manuals cover the American Advertising Awards, Advertising Education, Government Relations, Membership Recruitment/Retention, Public Service, Financial Management and Program Planning.
• Model Club Bylaws
• AAF logos and graphic identity handbook
• Local Influence With a National Presence brochure which describes the AAF and is available in quantity for distribution to your members.
• Membership cards.
• Membership Certificates.
• Silver Medal Plaques & Medallions.
• Videotapes including American Advertising Award Winners, and “National Student Advertising Competition – Winning Presentation”
• Information on AAF discount programs for your members.

AAF CONFERENCES

AAF membership provides access to industry leaders and association management and professional development experts through district and national conferences. Following is a list of conferences in which AAF members are invited and encouraged to participate.

• AAF National Conference held annually in June.
• Government Affairs Conference held annually in the Spring in Washington, DC
• District Conferences/ Leadership Meetings held annually in the Spring and/or Fall.

AAF LEADERSHIP & STAFF

The American Advertising Federation Board of Directors is comprised of representatives from each of its four membership segments: corporate, club/federation, college/university chapters and Inter Association Council. Board meetings are held three times a year in conjunction with AAF Conferences. All matters of policy and operations are determined by the AAF board of directors.

Board policy and operation decisions, and day to day administration is executed by a professional staff headquartered in Washington, DC with a western region office in San Francisco. The AAF staff is available to assist club/federation leaders on general and specific management issues including association law, incorporation and IRS non-profit determination procedures, accounting and finance, communications and public relations, membership marketing, fundraising, leadership development, meeting planning and programming.

The AAF toll free number, 1-800-999-2231, will put you in touch with the AAF staff, and the AAF Club Services Department will direct your inquiry to the appropriate department. AAF is your national association and the AAF staff remains ready and willing to assist you.