Betty Riehl Excellence in Service Award


Betty Riehl

The American Advertising Federation board of directors established the Betty Riehl Excellence in Service Award in 1997 to recognize and honor employees of AAF member clubs, federations, districts and national AAF.

The award is named in honor of the late Betty Riehl, who served on the staff of the American Advertising Federation for over two decades, prior to her retirement in 1995.

Betty Riehl served as executive assistant to the president and staff liaison to the AAF board of directors and board committees. She was respected and revered throughout the membership for her dedication to her job, her organizational skills, and her grace, good humor and caring nature in addressing and responding to member needs throughout her AAF career.

Download the 2014 Call for Nominations. Deadline: March 14, 2014


2013 Recipient: Carol Montoya



Carol Montoya, Executive Director of the DC Ad Club, reflects qualities similar to those of Betty Riehl, making her most qualified to receive this year’s Betty Riehl Excellence in Service Award.

Carol has served the club as Executive Director since 2000 and provides board training, membership services, event planning, communication services and administrative support. Carol has developed, executed and played a leadership role in many of the clubs initiatives, contributing as both a staff member and volunteer.

Under Carol’s watchful eye, the club has maintained its financial health during a down economy, shown record growth in membership, and has received numerous club achievement awards in all eight categories of entry.

Carol’s success as a leader goes beyond her written job description. Carol is known as the club’s “institutional memory bank” and is often the face of the club to members and the industry at large. It is because of these qualities and her dedication to the community that the club has been able to establish itself as a top level professional association in Washington, D.C., and across the country.

In addition to Carol’s work with the club, she serves as the club’s liaison to AAF’s District Two and has been actively involved in many national initiatives developed and executed by AAF headquarters. Most notably, in 2006, Carol organized and hosted the District Two Annual Fall Conference and in recent years served as a representative to the AAF National Conference Committee, led roundtable workshops at ADMERICA!, and spearheaded a panel for the AAF National Student Leadership Conference.

Carol is a loving wife and proud mother of two wonderful children. She finds the time to coach her son’s team and manage her daughter’s travel team, and the entire family roots for DC United as season ticket holders. Carol is also active in the PTA, serving as president for this past school year.

Carol has done all of this and more while mirroring Betty Riehl’s grace, good humor and caring nature, reminding us why she was elected to receive this year’s award.


For a list of past winners, click here (login required).

For more information, contact Joanne Schecter, EVP, AAF Club Services at (800) 999-2231 or jschecter@aaf.org.