Volume 3 • October 2007 Self-Regulation 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 Materials. 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 entrepreneurs. 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 www.cancer.org/ 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 Marketplace.” November 29 Membership Luncheon at Steve’s Café Américan - speaker TBA. SFCC GDTD News 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 GRAPHIC DESIGN it is marketed (new web is the creation of a speaker T E C H N O L O G Y page and information series for the program and brochure, new TV spots recruiting the internship sites I N T E R A C T I V E and newspaper ads, for the new interactive media A P R O D U C T I O N M E D I 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. M advertising 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 � � � � � � � � � � � � � � � � � � � � � � � � 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, gatoradboard.com, 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 INFO Corner 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 please… ”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 revolutionaries?” 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 students. 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 website. “Mac or PC” Rap Music Video http://www.youtube.com/watch?v=Jkrn6ecxthM Hot Spots http://adage.com/tvspots/ AdPark http://www.adfedsuncoast.org/AdPark.html Gotta Hot Spot giveitup/and/wewillplayit 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 Rouge. 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 (AdAge.com) -- 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 industry? 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 successor? 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