April/May 2023

Insights from Steve Pacheco

President & CEO, American Advertising Federation

Pack Your Bags for St. Louis

It was 1991, and as President of AAF Memphis (called Memphis Ad Fed back then) I got to fly to Portland, Oregon, for the AAF National Conference to represent my Club and the 7th District.  I was young (under 30) and relatively inexperienced on transcontinental business trips.  So, this was a PRETTY BIG DEAL for me!  My anticipation for what was to come was off the charts!!  Here I was, a young person from Memphis, in my second “real” job, and I was going to the BIG TIME American Advertising Federation National Conference to meet up with AAF’ers and industry legends from all across the country!

Portland was home to arguably the hottest Ad agency on the planet at the time—Wieden+Kennedy.  They did outstanding, national work for major brands and the agency was responsible for a creative renaissance in advertising that resonated well past the Pacific Northwest.

Earlier that year, they were named AdAge’s Agency of the Year.  This after forgoing the selection of an American agency of the year for 1990, for the first time since publishing, AdAge did not select an agency of the year because its editors said they “could not find one whose work was innovative enough.”

AdAge saluted the iconoclastic shop "for its artistry in generating and maintaining creative momentum during an economic recession," for clients like Nike and Subaru of America.

The AAF could not have chosen a better backdrop for their National Conference (not yet named ADMERICA) than the creative hotbed and bohemian community of Portland.

It was there I got to hear Hal Riney—one of the keynote speakers—who gave an excellent presentation on the launch of the Saturn automobile coming in September.  His storytelling was worth the cost of the trip as he inspired me to want to do great work and build brands.

It was also during this conference that I met Wally Snyder.  Wally took me under his wing and introduced me to EVERYONE at the Portland Hilton.  Thanks to Wally’s introductions, I made friends that spanned the country.

Two decades later, when the National Conference was held in San Diego, AAF rebranded this National Conference. Ryan Berman and his creative branding team at fishtank created the new logo and naming lock up and the AAF rolled out the conference rebranded as ADMERICA.

Now, ADMERICA is the American Advertising Federation’s preeminent annual National Conference meant to enhance enthusiasm for the advertising, media and marketing industry and the leadership skills of our entire grass roots network. During this week-long LIVE IN PERSON event, attendees can hear from some exceptional speakers, attend practical workshops and learn from industry insight sessions designed to elevate each AAF Member’s personal and professional approach to excellence.

The AAF’s national conference connects all aspects of the advertising, media and marketing industries. Influential agencies, clients, media companies, suppliers, and college students from across the country will make their way to the heart of America – St. Louis – to address how best to thrive in today’s economy and how the changing culture of business and consumers is impacting our industry.

ADMERICA 2023 will be a gateway to explore the innovations made in the fields of advertising, marketing and communications through the use of social media, creative, digital, new business and mobile advertising. While attending ADMERICA, you can maximize your networking opportunities at the Chairman’s Reception; experience creative excellence at the American Advertising Awards Gala; honor our dedicated Ad Club members and volunteers at Salute to AAF Achievers and Ovation Awards and see our industry’s future as we watch our talented college chapter members compete in the National Student Advertising Competition sponsored by Indeed.

Register for ADMERICA 2023 here:  AAF ADMERICA 2023 registration

Come join us in St. Louis and let’s renew our passion for this business and for this great organization!

—Steve