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The 2004 Betty Riehl Excellence in Service Award was presented to Jay Hagins, executive director, Houston Advertising Federation (HAF). Hagins has been actively involved with the HAF for over 30 years, is a past president and a Silver Medal recipient. With Hagins' direction the HAF developed three levels of educational programming designed to reach different membership segments: niche programs to aid small agencies and freelancers; professional development programs to help increase member skills and marketability; and monthly membership luncheons to bring community to the entire membership. Such programming has increased attendance and has improved membership value.

Under Hagin's leadership, the HAF established the Advertising Foundation of Houston with the goal of establishing a long-term vehicle to fund student and professional scholarships as well as other advertising educational opportunities. Proceeds from the foundation fund the HAF's student conference, which has grown from 150 students to 300 students in just a few years.
Hagin's generosity and commitment has been demonstrated by his extensive volunteer service, willingness to aid clubs in need and ability to work successfully with board members, the HAF officers, AAF District 10 and members.
| 2005 | Marge Traver, executive secretary, Fresno Advertising Federation |
| 2004 | Jay Hagins, executive director, Houston Advertising Federation (HAF) |
| 2003 | Richard C. Squire, executive director, Cleveland Advertising Association |
| 2002 | Barbara Lutman executive director, Advertising Club of Kansas City |
| 2001 | Dee Ann Budge, executive director, Utah Advertising Federation |
| 2000 | Georgia Brown, former AAF board laison & executive assistant to the president (posthumously) Twila Hopkins, executive director, Phoenix Advertising Club |
| 1999 | Christie Dalgarno, bookkeeper, AAF |
| 1998 | Willa Brown, president/CEO, Denver Advertising Federation |