Volume 3 • October 2007
The American Advertising Federation protects
and promotes advertising at all levels of government through grassroots activities. Our
nationwide network monitors advertising–
related legislation on local, state and federal
levels. We put our members face to face with
influential lawmakers. We also encourage
industry self–regulation as a preemptor to
government intervention, when appropriate.
Our industry is very diverse
and complex, but not as
complicated as the laws and
proposed taxes that could
affect our industry, or a
member group. AAF, The
Fourth District and Ad Fed watch
the proposed Bills to ensure your
voice is heard. If you are interested
in serving on this committee,
please email Harvey Ward
([email protected]).
Don’t Miss The Luncheon
Creative Marketplace - October 25
Eugene Sulek is the (Retired) Worldwide
Managing Director of Design at Texas Instruments. For over 28 years, he was responsible
for the product design of Calculators, Educational Products, Digital Watches, Notebooks,
and Printers. Mr. Sulek had the additional
responsibility for the Consumer Communications Center, a worldwide function responsible
for Advertising, PR, Market Communications,
Exhibits, Industrial Design, Graphic & Package
Design, Point of Purchase, and Instructional
During his time at TI, Eugene never had a day he
didn’t look forward to going to work. It was a
designer’s dream to be participating in shaping
the future through advances in technological
design. The hard work that was dedicated to
the continuous process in making life easier
through the products and services of the company is what inspired Eugene to create his
product designs, including the educational
products that brought smiling faces to children
in the process of learning. “The Little Professor”
and the “Touch N’ Tell” are two of many educational products conceptualized by Eugene.
One night after helping his daughter in grade
school study math flash cards, Eugene was
inspired with an idea to create a system of
studying that could be fun while also capturing
the attention of children. “The Little Professor”,
essentially electronic flash cards, was born
and helped to enable children during the
October 25th
Steve’s Café Américain
12 West University Avenue • Gainesville
Cost: $15 for Members
$20 for Non-Members
RSVP: Derek Lyons
[email protected]
by Noon, October 23rd
learning process.
The “Touch N’ Tell”,
also an educational product, was
designed in part by
Eugene as a word
association game
for children ages
2 -5 and included
sounds, special
effects and music.
Eugene Sulek
Now retired,
Eugene enjoys acrylic painting and furthering
his knowledge of computer software programs
such as PowerPoint, Illustrator and InDesign by
taking courses at SFCC.
He believes that with today’s technology, our
membership, being of the “creative marketplace”, has many opportunities to be a part of
the advances being made while the marketplace is seeking new, bright and creative
Halloween - Sweet Treat
October 25, this month’s Sweet Treat has
all kinds of goblins and goodies. All you
have to do is show up and get a ticket.
The first ticket is free, then a dollar for
every additional ticket. The proceeds go to
the Public Service initiatives. Get a chance
to win this great
Halloween Sweet
Treat Basket that
includes tickets for
two to the Hippodrome State Theatre for Night of the
Living Dead sponsored by Smooth
Jazz 100.9, some
scary decorations
and extra bonus
tricks or treats not sure.
On Your Mark, Get Set, GO!
Register now to walk with the Ad Fed of
Gainesville Team for Making Strides Against
Breast Cancer on Saturday, October 20th at
Northeast Park.
Register by going online to
makingstrides then raise a little money and
show up for the walk and register between
7am and 9am.
Chance drawing tickets are still available to
win the Dinnertime Delights Basket filled with
almost $1,000 in Good Eats. Contact a Board
Advertising Works Sponsors
After just two weeks of promoting the
Advertising Works campaign we have
eleven sponsors.
Alta Systems, Beechler Waters Printing,
The Independent Florida Alligator, INsite
Magazine, Fantastic Graphics Screen Printing,
Gainesville Today Magazine, Gator Bait Magazine, Smooth Jazz 100.9FM, The Star 99.5 FM,
The Village Journal and Welcome Magazine.
Web, Radio and TV creative is currently in the
works and should be ready to roll out in two
weeks. Thanks to all who have given support!
Member today for your ticket or contact
Beth Eng, (publicservice@adfedgainesville.
com) or 416-0672.
Drawing to be held the day of walk 10/20/07.
The first 24 people to sign up, raise $50 and
walk get a Save the Ta Ta’s T-Shirt sponsored
by Smooth Jazz 100.9FM.
So sign up today! What are you waiting for?
Ad Fed Agenda
October 20
Making Strides Against Breast Cancer walk
at Northeast Park. Registration 7-9am.
Walk starts at 9:00am.
October 25
Membership Luncheon at Steve’s Café
Américan with Eugene Sulek “Creative
November 29
Membership Luncheon at Steve’s Café
Américan - speaker TBA.
Santa Fe Community College’s Graphic Design
Technology Department held an Advisory Committee meeting on September 21 at the Downtown
Blount Center to discuss opportunities and ask
for input from businesses hiring their students.
Representatives were present from Beechler
Waters Printing, Renaissance Printing, 352 Media,
Big Media Studios, Alta Systems, and UF, as well
as faculty representatives.
our plan this past year of creating word of mouth
as publicity among other things by redesigning our
web page and promoting our department with public exhibitions.” The program had a major increase in
applications this fall and had to open new sections
to accommodate the growing demand.
As major challenges for this coming year, it was
decided that we would try to recruit the help of
top SFCC administration to bring our case for
articulation of our program with UF to the proper
authorities. Nita Chester, Tom Idoyaga and Jay
Blackadar offered to put together samples of
professional work by some of our students hired
by Alta, Beechler and Renaissance as well as write
letters of recommendation to the effect.
Jorge Ibanez (GDTD Coordinator) reported on
changes to the program this past year, current
projects and both short and long term goals. The
program has been going
Santa Fe Community College Also recognized as important
through some major
changes in both the way
goals for this coming year
it is marketed (new web
is the creation of a speaker
page and information
series for the program and
brochure, new TV spots
recruiting the internship sites
and newspaper ads,
for the new interactive media
student art shows in
AS students.
public galleries, new more
convenient hours for the open house orientations,
The meeting was very informative and successful
etc.) and in the curriculum and make up of the
and included catering by Emiliano’s Café which
program. The most important in this respect has
was delicious.
been the addition of a second track to the graphic
design AS degree offered. Now students will
have a choice to specialize in either print media
or interactive media production when entering
the program. To bring this new specialization on
line, Jorge explained, course sequence had to be
revised, new courses added and some courses
eliminated, a process that is still in progress.
Currently under study is the possibility of adding a
third track on Game Design. The department also
Bringing the Advertising Industry Together...
offers a one-year vocational certificate in InteracOne Member at a Time. Join the Ad Fed.
tive Media Production for current professionals in
the field. All classes are in the evening.
On the subject of the recruitment statistics for Fall
2007, Prof. Bonita Dewiliby commented on the fact
that the data gathered shows the largest number of
applicants was referred by our web site, followed
by referred by friends. “We consider this validates
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Newsletter printed by Alta Systems.
Proud to be a member of the Advertising Federation of Gainesville.
Ad Society
By Sarah Buckwald
Ad Society, the AAF College
Chapter at UF, is off to a great
start! With a new executive board and group of
directors this Fall semester, we have been able to
recruit almost 300 members. Our meetings and
events have been a success thus far, and we have
much more to come.
During our second meeting of the semester, Ad
Society hosted the UF Advertising Advisory Council. Ad Council held job coaching sessions and
mock interviews during the day, and spoke in small
groups, to members and non-members alike, at
our meeting that evening. Ad Council also introduced their first Web Site,,
which is a resource for all advertising students.
In September, 25 Ad Society members took a
professional trip to Orlando. We visited EVOK
Advertising, PUSH, and Disney’s Yellow Shoes
Creative Group. The trip was excellent; we received
great insight from advertising professionals and
even ran into some Gator alumni! On October 17-20
Ad Society will be attending the AAF Conference in
Dulles, Va. / Washington D.C. Other upcoming trips
include Atlanta and Miami.
Also in September, Ad Society held its first social
event of the semester. We had a toga party that
was a great success thanks to our event planning
director. For the first away game of the season,
some of our members volunteered for the Cystic
Fibrosis Foundation at their event, Tailgate 2007
Kickoff to a Cure. Other happenings with Ad Society
include playing intramural softball and hosting
Adobe Photoshop and Adobe Indesign workshops,
and the Ad Fed of Gainesville luncheon.
In addition to Ad Council, some of our exciting
speakers this semester have included; Al Cuneo
from Cuneo Creative Consultants in Tallahassee
and Phil Schwartz of Schwartz Communications.
Our speakers this semester have given us knowledgeable information that we greatly appreciate.
We are hoping for more great speakers to come!
The semester is looking great for Ad Society at
UF. We have more meetings and exciting events
to come, including a student vs. faculty kickball
game. Stay tuned for what Ad Society is up to!
Member Spotlight
Peter VanRysdam,
Vice President of Marketing, 352 Media Group
Peter VanRysdam grew up in St. Augustine
before moving to Gainesville and was fortunate
enough to be involved in 352 Media Group from
the start. 352 Media is web design company
specializing in web application development, CD
and DVD production and motion graphics projects.
Originally, 352 Media joined Ad Fed for the
ADDYs, but has gained much more since then
including education, resources and contacts.
Peter’s favorite part of Ad Fed is still the ADDY
awards and says that around the 352 office they
often find themselves using the term “ADDY
Caliber” almost daily. His most memorable
moment since being a part of Ad Fed is winning
best of show at the local ADDYs.
Peter enjoys the industry because of the unpredictable nature of the job and because advertising
and marketing can include so many different
things. The best part of his job is that he always
has a good time, many times feeling as if he’s
not working at all! In his spare time, if he ever has
any, he enjoys spending time with his wife and
two dogs and tailgating at Gator games in the
fall. When asked if he could be any superhero,
Peter replied, “It’s a close call, but I think I’d have
to go with Batman. Most of the same perks as
your Superman, without the boring day job.”
ADDY Committee – Brilliant!
The most brilliant and dynamic ADDY
Committee of the century has decided
upon the theme for the 2007-2008
ADDY Competition. It will be…drumroll
”The Jazzin’ ADDYs.” This will not be
your ordinary jazz themed event, after
all we’re in the advertising business.
The seventeen-member committee
has chosen to focus on the somewhat
seedier side of life during the Roaring 20s. You know, the speakeasies,
gangsters, flappers and anti-prohibition
movement. Now that is going to be fun.
April FitzGerald has created The Jazzin’ ADDYs
throwback logo for the event. “Having entered
the ADDY’s for the first time last year and winning three awards, it’s been an honor to design
the logo for this year’s event! The twenties
was an age of mass celebration and rebellion,
so what better
way to celebrate
by honoring our
own advertising
The next ADDY
committee meetings is November 1
at Group 5 Advertising. To be a part of our
extremely cool crowd give ADDY Co-Chairs
Shawna Mansfield (352.328.7837) or
John Starr (352.375.1317) a call.
4AAF District News
Fun Stuff - On The Job
The 4th AAF Education committee is
currently working on a couple of programs
to strengthen our relationship with our
college chapters, and add benefits for
both the professional members and the
How time flies when you are having fun. It’s
been another month and I found some stuff.
Check it out...
We are putting together two databases,
one for internship opportunities (set up like
the Job Bank) and one for district-wide
scholarship programs. Both of these will
soon be available in a searchable format
via the 4AAF
“Mac or PC” Rap Music Video
Hot Spots
Gotta Hot Spot
November 29th • Steve’s Café Américan
Next Luncheon - Truly A
Crowd Pleaser!
12 West University Avenue • Gainesville
Cost: $15 for Members
$20 for Non-Members
RSVP: Derek Lyons
[email protected]
by Noon, November 27th
September Luncheon
If You Missed Him - Then You Missed Out!
Tim’s got what it takes
and plays with the
big boys! At the last
luncheon, we were
given a behind the
scenes look into the
production, editing
and release of the
Gator’s Football and
Basketball National
Championship DVDs.
Tim Sorel, president
and principle director of photography for
Studio 601, led the successful release of these
DVDs along with a Gold ADDY award-winning
production, Gridiron Gators Sneak Preview,
and many more.
Tim highlighted the strenuous process of
creating such successful productions from
start to finish. His team began on the field with
5 to 6 cameras and ended with distribution;
all the while two covers and an insert design
were prepared by Group 5 for whatever the
outcome may be. Fortunately for this local
business and Gainesville, the Gators were
triumphant in both cases and the DVDs hit the
shelves within 7 days of the victory. After this
behind the scenes rundown, we were treated
to the day any Gator fan will never forget; the
last 6 minutes of the 2006 National Championship Football Game.
Currently, Tim is working a number of projects
including two documentaries. “Young Survivors”
is an action, awareness and advocacy documentary for young breast cancer patients,
while “Country Forgotten” looks at the plight of
Cambodia 30 years after the fall of the Khmer
Recycled News
This section is dedicated to showing you the news that came
and went, but we thought you might like a second look.
AAF’s Snyder Has a Few
Thoughts for His Successor
Credit to AdvertisingAge - By Rupal Parekh
Published: October 05, 2007
NEW YORK ( -- The American Advertising Federation’s president-CEO, Wally Snyder,
came to the Washington-based trade group in the
fall of 1985 after a career as a trial attorney and
adviser to the Federal Trade Commission on
advertising issues. In 1990, he was promoted
from senior VP-government relations to executive
VP-government, and took on the role of presidentCEO two years later.
After a tremendous 15-year run at the helm of the
AAF, during which time Mr. Snyder spearheaded
numerous diversity- and ethics-related industry
initiatives and testified before state and federal
lawmakers on key industry issues and helped
grow the organization’s membership to 50,000,
he’s getting ready to pass the torch.
Ad Age: Do you plan to remain active and involved
in the industry?
Wally Snyder: Yes. It’s a great industry. I really
want to stay involved in advertising, particularly
public-policy issues surrounding advertising. The
one I will really focus on is advertising ethics -I’ve written in the area, and I want to continue to
lecture in this area.
Ad Age: Over the course of your time at the AAF,
what is your proudest achievement?
Mr. Snyder: The one thing I am most proud of is
what we’ve accomplished in multicultural marketing and diversity. We started about 15 years ago
when I think there wasn’t a real appreciation of the
benefits of reaching different cultures in advertising. We have three programs that I think really
stand out. The Most Promising Minority Students
program, where we have brought talented students
of color to the industry; over the last 12 years
we’ve been doing the program, 70% of them are
still in the business and making a contribution.
Also, our Mosaic Awards have really recognized
the companies and individuals that have contributed successfully in this area of multicultural marketing, so that’s a real accomplishment. And we put
together a task force of leading clients like Procter
& Gamble and Johnson & Johnson. ... Together
over the years they came up with the multicultural
guidelines for advertising.
Ad Age: How would you estimate the pace of
progress when it comes to minority representation
in the industry?
Mr. Snyder: The progress can be measured in the
fact that first, clients understood the importance of
multicultural advertising, but have moved beyond
that to know how to effectively do that. The other
progress is that in order to do it effectively, we’ve
all learned that we to surround ourselves with
diversity, and I think there is a real effort now to
hire minority professionals. Having said all that,
I think we have a long way to go.
Ad Age: Going forward, what do you see as being
the biggest challenge to this industry?
Mr. Snyder: This industry has changed more in the
past two years than the previous 15, and is changing rapidly. All of the new digital opportunities to
reach consumers are really important, and the first
thing we have to continue to work on is building
principles and plans that give clients opportunities
to use all of these different [mediums]. The opportunity to connect the American advertising industry
and our players with the global industry is a big
challenge. We are going to be aided in that by our
online capabilities. It’s ironic that as the world is
getting smaller because of digital communication,
we are becoming more fragmented as an industry.
There is a need for the AAF to continually connect
all of the facets of the business.
Ad Age: There are so many associations now,
to some degree isn’t that fragmenting for the
Mr. Snyder: Over my career, I’ve seen people
only belonging to those associations where they
get bottom-line benefits. The AAF pulls everybody
together. I have never sold against the other associations, because we are all needed, but the special
duty AAF has is to pull all the players together at
one table. The only way to solve industry wide
issues is to bring everyone together. AAF has
proven itself by taking on the really tough issues.
The AAF’s role is to make sure that everybody is
participating in the decision making.
Ad Age: What advice would you give to your
Mr. Snyder: The principal advice is it’s very important to be open and positive ... and certainly to
look to all of the opportunities we have to connect
our members. I want my successor to be really
knowledge-based in the advertising profession
and in public policy, and certainly very energetic. I,
along with the leadership of the AAF, are calling on
people to apply. We’ve had a lot of people
express interest and have applications already.
We’re going to have a lot of great candidates.
Shocking Truth About This Newsletter
Hey Tom,
Just wanted to share this with you. The new
Board has made it easy on Harvey and I as the
Legislative Co-Chairs this year. Already it’s clear
that the two of us have won’t be standing alone
to stump for PAC contributions and to raise the
red flag on the taxation issue. Take a look at the
club’s first newsletter of the year. The Programs
Committee has Jack himself coming to share
his knowledge on the issues, and the Prez even
included info on the importance of the PAC!
Anyone reading this newsletter would be very
conscious of the importance and centrality of
government relations to the club. Yay!
– Jane
Subject: Holy #$@%!
....the newsletter is @%!##%
awesome! WOW and WOW
again. Great job.
– Kinnon
It’s awesome! This is such a great
way to make everyone feel not
just informed, but connected!
I remember when I was a
member but not on the
board, I felt like I never
really got what AdFed was
all about. This would
have been a huge benefit
for me! Great stuff!
– Another Admirer