Two Lessons From the Road: Never Get Comfortable and Always Look Up the Hill

I’ve worked for the same company for 14 years.  Crazy, right?  When you start early at such a dynamic company like PepsiCo, it’s hard to make a change.  But, it’s more than that.  Throughout those 14 years, I can honestly say I’ve transformed.  And I’ve had to because the company and industry have moved so fast.  It’s been exciting to run, or in my case, cycle, at that pace.  I’ve been an avid cyclist for many years, so I tend to appreciate high velocity.  I’m inspired daily by my colleagues, who are pushing the beverage category and consumer marketing to the next level.  This is why, 14 years later, it still feels just as exciting as it did in the beginning.

So, that got me thinking about the keys to create a culture within a company that inspires and encourages transformation.  What have I learned from my own career path at PepsiCo and my passion for being an ever-evolving employee?  It’s interesting — two lessons that immediately came to mind are also true in cycling; never get comfortable in the saddle and always look up the hill. Continue Reading →

Strengthen Consumer Engagement Through Ad Tech and Marketing Collaboration

In today’s always-connected, on-demand digital world, consumers can choose where and how they get their media, like never before. This creates a big challenge, as brands need a constant stream of content to address their audience’s needs. However, it also opens new opportunities for marketers to establish stronger personal relationships between brands and consumers.

Brands need to be prepared to engage with their target audience across a wide spectrum of media at any time, in any place. This can include a video or photo that pops up on a social channel, an article on a favorite news site, blog posts or podcasts on a company web page or a digital ad that appears while doing an online search. Continue Reading →

Seth Kaufman, PepsiCo to Keynote AAF’s Digital Conference

Seth Kaufman, PepsiCo to Keynote AAF’s Digital Conference

Washington, D.C. (Dec. 9, 2015)—Today, the American Advertising Federation (AAF) announced that Seth Kaufman, Chief Marketing Officer for PepsiCo North America Beverages  will deliver the opening keynote for AAF’s Digital Conference, Edge Effect: Media Meets Technology in Advertising.

The conference will bring together Senior- to Executive-level marketing, advertising, advertising technology and media professionals from major brands, agencies and media companies to address important topics emerging out of the shift to advertising technology and its uses across industries. The powerful line-up of speakers, preceded by Kaufman, will explore topics, such as best practices and business models for brands onboarding new technologies for advertising in “Brands As the New VC’s,” what we can power and create with technology in advertising in “Truth, Lies & Advertising Technology,” what a tech-driven future looks like in a Fireside Chat and the role of video in the future of digital advertising with AOL. Through keynotes and exclusive one-on-one networking sessions with AOL, Pandora, Starcom MediaVest Group, Yahoo! and other industry pioneers, the conference will deliver an enriching and unique experience for attendees. Continue Reading →

Holiday Shopping Trends 2015: Three Predictions for Retailers

Presented By:

Think with Google

Micro-moments are changing how we shop. As people increasingly turn to mobile devices, search, and YouTube to inform purchases, Matt Lawson, Google’s director of performance ads marketing, makes three predictions for retailers to take note of this coming holiday season. Continue Reading →

Is Prescription Drug Advertising Really Harmful?

In response to a recent article.

On October 21, many Americans celebrated “Back to the Future Day,” commemorating the day that film’s main character, Marty McFly (played by recent Advertising Hall of Fame inductee Michael J. Fox) arrived in the future.  Unfortunately the doctors of the American Medical Association appear to have misread the memo (could it have been the handwriting?) and recently voted to go back to the past by calling for an end to all prescription drug advertising.

In this case, the doctors have made the wrong prescription.  Far from being harmful, AAF believes that pharmaceutical advertising has provided a great benefit to consumers and public health.  By raising awareness of products available to treat many medical conditions, from lung cancer to COPD to, yes, erectile dysfunction, pharmaceutical advertising has resulted in countless patients making appointments with their doctors to learn more.  That can only be a good thing. Continue Reading →

Native Advertising: Creating a True Win-Win Media Environment

Journalist Resources published an article containing research and commentary on the increasing use and effectiveness of “native advertising,” a rapidly growing format for sponsored content. (Stefanie Knoll, August 19, 2015, journalists The article reports the growing design of ads to look like original or editorial content because “banner” ads are not attracting consumer attention, and the increasing use of ad blocking technology allows consumers to avoid online advertising on sites they visit with their laptops, iPhones and iPads.

The report emphasizes the controversy over native advertisers with proponents seeing it “attractive because it allows them to take advantage of the credibility and authority of journalistic outlets. By making ads appear to be editorial content, the advertisers are able to catch consumers off guard.” Critics contend “that it infringes on the the barrier that should separate the editorial and business sides – a deliberate division meant to protect and maintain journalistic independence.” Continue Reading →

Inside Google Marketing: Applying a Research Mentality to Measurement

Presented By:

Think with Google

Read Original Post Here.

Without a doubt, big data and metrics are on the minds of marketers. Yet, few consider applying research rigor to their optimization and measurement plan. Google Media Lab’s Tommy Wiles offers four steps to help marketers apply both scientific research and experimentation methods to campaigns.

One of the most hated classes in undergrad was Research Methods. I was drilled on the basics of the scientific method and the difference between causation and correlation, and I was schooled on endless research types (for example, longitudinal vs. cross-sectional studies and pre- vs. post-testing). Continue Reading →

AAF’s Diversity and Education Programming and Events

Plan Ahead with AAF’s Diversity and Education Programming and Events

Need to take your recruitment to the next level? Look no further! The AAF can connect you with tomorrow’s top talent through our college chapter membership of over 5,000 students.

Mark your calendar to participate in upcoming events in 2015-2016:

September 2015

September 30
Advertising Week Panel: 
Images, Ethics & Power 
New York City Get More Info

October 2015

SCA StudentsOctober 22-23
Insight+Interaction Student Conference on Advertising
Washington, DC Get More Info

February 2016

MPMS Students SelfieFebruary 15-18
Most Promising Multicultural Students
New York City Get More Info


MPMS Class of 2001February 17
Most Promising Alumni Reception
New York City Get More Info


Mosaic Career FairFebruary 18
FCB Mosaic Career Fair 
New York City Get More Info


March 2016

MCF Chicago

March 8
Leo Burnett Mosaic Career Fair
Chicago Get More Info


MPMS group

March 8
Most Promising 
Alumni Reception
Chicago Get More Info


June 2016

June 4–6, Anaheim, CA

National Student Advertising Competition
Recruiter Insight Sessions
National Student Advertising Competition Finals
National Student Advertising Competition Alumni Reunion

June 5

DAMA GroupDiversity Achievement & Mosaic Awards
Anaheim, CA Get More Info



AdCamp KidsAdCamp: Lessons in Advertising
DC, Chicago, NY Get More Info




Connect with Tomorrow’s Top Talent Today!

Contact the AAF Mosaic Center and Education Services Team at

New Ethical Principles for Protecting Patient Privacy in Marketing

In response to a recent article.

Our ad industry should take note of the ethical standards being advanced for protecting the privacy of patients when marketing client case studies. The National Association of Addiction Treatment Providers (NAATP) recognized successful case studies are one of the proven tools for encouraging addiction treatment, but require consideration to ensure patient privacy and to safeguard long-term recovery.

The NAATP’s revised code of ethics deal with the practice of misleading and deceptive marketing tactics, including those that could reveal a client’s identity. The principles include “hold sacred the shared value of our patients’ right to privacy.” A treatment provider may not reveal clients identities “in the form of photographic images, video images, media coverage, nor in marketing testimonials at any time during the client’s engagement in treatment.” Even after the treatment has concluded, treatment centers are urged to use caution in seeking permission to use testimonials, and some recommend against seeking and using testimonials from young clients not in a position to give informed consent to use their stories.

Certainly, those in our industry creating and disseminating marketing materials based ob patients’ successful medical treatment should adhere to these ethical standards. In fact, the federal government has rules and regulations protecting patients’ identities and health information.

The ethics behind the NAATP principles also applies to the need to protect consumer privacy in all marketing transactions. Our Institute’s Principles for Advertising Ethics include: “Advertisers should never compromise consumers’ personal privacy in marketing communications, and their choices as to whether to participate in providing their identity should be transparent and easily made.” (IAE Principle 6)

This ethical principle relates to marketing instances when we are using personal identifiers of the consume,r including photos, names and addresses. Also, consumers should be aware that their interests in products and services is being collected online and be given the choice of opting out.

A member of the NAATP ethics committee, Bob Ferguson, was quotes saying: “You want to apply the principles of common sense, fair play and the golden rule.” And as our Institute urges” “Do the Right Thing for the Consumer.”

About the Author

Wally Snyder

Wally Snyder has devoted his entire professional career to working on advertising development, regulation and ethics. He served as a trial lawyer and as Assistant Director for Advertising Practices at the Federal Trade Commission before joining the American Advertising Federation where he served as president and CEO, from 1992–2008. Currently, he serves as Executive Director for the Institute for Advertising Ethics. Wally was inducted into the Advertising Hall of Fame® in 2009.

Staff Picks: Favorite Ad Campaigns of 2015

From diversity-focused initiatives to just plain foodie-licious ads, the AAF staff has loved this year in advertising. We love what we do and the industry we serve, so we are thrilled to share with you some of our favorite ads of 2015 so far. Captain Obvious

Kai Jones

Kai Jones, Manager, Mosaic Center & Education Services, AAF

Kai Jones, a Manager in the Mosaic Center & Education Services here at the AAF, shares her thoughts on’s “Captain Obvious.”

“I love, love’s Captain Obvious. He’s a super simple character, and whoever came up with him is brilliant. Pointing out the obvious is always the first thing you try to do when explaining something and that’s literally all he does.”


United Healthcare: Amusing Injuries

Lauren Seppi

Lauren Seppi, Assistant Vice President – Events, AAF

Who says insurance companies have to be serious in every ad spot? Our Assistant Vice President of Events reminds us it’s ok to have a comical approach to selling insurance.

“Amazing spot by United Healthcare had me completely taken by surprise that such a funny ad was for a health insurance company. Had me dying laughing and still remembering that it was United Healthcare!”


Android: Friends Furever

Joanne Schecter

Joanne Schecter, EVP, Club Services, AAF

 Joanne Schecter, EVP of Club Services, picked a feel-good-industry favorite that reminds us what peaceful co-existence looks like.

“The choice of music goes perfectly with the video…fun, lighthearted and adorable. It makes me want to see the commercial over and over again. Also, any commercial that uses cute animals doing precious things is a winner in my book!!! The commercial made me happy and warm inside.”


Wells Fargo: Learning Sign Language

Assistant Manager, Mosaic Carer & Education Services, AAF

Assistant Manager, Mosaic Carer & Education Services, AAF

Morgan McDaniel, another one of our Mosaic Center & Education Services Managers, picked a fairly new and absolutely wonderful ad spot that highlights the beautiful side of diversity.

“My favorite commercial is called “Learning Sign Language” by Wells Fargo. As a member of the LGBT community myself, I was overwhelmed with amazement and happiness by this particular spot. Two women are squeezing sign language lessons between cooking dinner, riding the train and work. However, you aren’t really sure why they’re learning it until you see their first visit with their beautiful adopted daughter. And one of the first things they say is that they will be her “new mommies”. I literally get goosebumps every time I watch it. Bravo Wells Fargo, bravo.”


Old Spice | And So It Begins

Digital Marketing & Content Strategy, AAF

Digital Marketing & Content Strategy, AAF

“I have to say there is some stiff competition out there for my favorite ad spot. Between Coca-Cola’s multi-hit campaigns and Budweiser’s “Lost Puppy,” my heart strings have been pulled in all directions this year. The spot that takes the cake for me, though, is Isaiah Mustafa’s return to Old Spice commercials. These commercials never stop cracking me up. More importantly, from a Digital/Marketing perspective, understanding the origins of this campaign and seeing how it has come to be what it is just hits home. It’s great to see such a solid campaign that taps into its demographics and research with excellence.

Intermarche: Inglorious Fruits and Vegetables

Laetitia Brock, Manager, Mosaic Center & Education Services

Laetitia Brock, Manager, Mosaic Center & Education Services

We love campaigns that both humble and enlighten us in tactful ways. Laetitia Brock, Mosaic Center & Education Services, picked an ad spot that does just that.

“While people go hungry, 100 million metric tons food is wasted every year, and 40% of perfectly fresh, nutritious produce are thrown away because they’re not seen as aesthetically pleasing enough to be sold in stores. So to see if customers would be willing to buy imperfect produce, Marcel Worldwide created the “Fruits et Legumes Moches” campaign for Intermarché, a supermarket chain in France. The supermarket bought imperfect produce that is normally thrown out at a 30 percent discount from growers. They gave the fruits and vegetables their own aisle, prominent displays in select stores and distributed soups and juices made from the inglorious produce to show that their less-than-perfect appearance didn’t affect their taste or nutritional value.  Not only was the campaign extremely successful in raising awareness about food waste in France, but it generated a ton of press and social media buzz and, most importantly, spurred copycat campaign across the globe, including an initiative led by Jamie Olivier for Asda supermarkets in the UK and the no name® Naturally Imperfect line of fruits and vegetables in Canada.”

thinkThin: Runner 30

American Advertising Federation

Sara Yoskoski, Coordinator, Club Services

One of the AAF’s newest team members, Sara Yoskoski in Club Services, picks an ad spot that takes a new and comical approach to a health bar.

“It was the first commercial I had seen in a while that really made me laugh! I thought it was a very clever way of marketing a health product.”