March 26th, 2012

A few months ago, I joined Ad2 Orlando with one goal in mind – I wanted to learn how the industry I studied back in college really works. I wanted to know the ins and outs of Advertising, but most importantly, I wanted to get to know the individuals who make it happen in Orlando. Who are these young professionals? What do they do every day? How did they get to where they are today? And how can I be more like them?

Thank heavens for the Membership Committee! Through them, I was able to connect with two wonderful individuals at MMGY Global. Karlee Kunkle shared with me her experiences in Public Relations. The passion that she had for what she did was, for lack of a better word, inspiring! I could tell that she loves what she does. I wanted that feeling ever so badly. No, PR is nothing like Samantha’s world on Sex and the City. It’s not glamorous; you’re not rubbing elbows with celebrities. But you are helping clients put their best foot forward at all times. I thought to myself, “I could do that and really enjoy it!” Then I met with Pam Fernandez in Account Management. I’m not going to lie; I had no idea what this department did. But as Pam explained her role in the agency and the relationships she forges between the client and all parts of the agency, I began to see how it all works, and how I could fit into the Ad world. I am ever so grateful to both these ladies for taking time out of their busy day to help guide me in my journey to my dream career.

Join professional networks! They’re amazing. You meet so many people who have been in your shoes and who are willing to expose you to a whole new world if you take the time to ask. Attend networking events and seminars. Learn as much as you can about the industry you’re considering from the professionals’ perspective. Conduct informational interviews with people you find interesting. Never stop learning. Eventually, you’ll find that one career that speaks to you. I have, and I have Ad2 and MMGY to thank for that.

Your Local Aspiring Ad Kid,

Didi Henry

Posted in Membership, Uncategorized | No Comments »

December 6th, 2011

A Recap of the 2011 Ad2Orlando Kickball Tournament

Yes, this tournament really happened. Working advertising professionals really did dress in ramshackle holiday costumes. They kicked giant red balls with genuine effort. They made grunting faces. And they fell down, a lot.

But don’t worry. Very few people – other than the players – saw the Fourth Annual Ad 2 Orlando Kickball Tournament take place on Sunday, November 6 at Red Bug Lake Park.

Those who were on hand for this athletic showcase saw a fierce mini-tournament of hot kickball action, consisting of five teams designated by color and holiday costumes:
-       Red, individuals as Fourth of July
-       Light Blue, Ypartnership as Columbus Day
-       Yellow, Interns and Students as Mardi Gras
-       Green, Push as St. Patrick’s Day
-       Orange, individuals as Thanksgiving

Subs, wraps, chips, water and sports drinks were supplied by Ad 2 Orlando and its sponsors, much to the delight of participants. And at around noon the action began on a balmy early-November day in Central Florida.

Actual gameplay consisted of a whole lot of what’s called “bunting.” It’s the least manly way possible to safely get on base. You just kind of sashay your leg out and barely tap the ball, then run to first screaming like a baby, hoping you don’t get pegged in the back. The only dignified method of reaching base is to boot the ball low and hard (that’s what she said) through a gap in the infield. Hence, your headline. As it turns out, some teams were better than others at this bunting and line drive business, and eventually a championship game arose from the clutter.

Left standing for the title match were the Red Fourth of July Team and the Green Push Team. It was an intense bout. Fourth of July scored once in the top of the first inning, while Push managed to sneak two across in the bottom half of the same inning. That was it for scoring. The last five innings resulted in a competitive, defensive battle with Push coming out the victor, 2-1.

There you have it. Push won the tournament, but in reality Ad 2 Orlando and all of its members won a little something that day. Players won a chance to act like children, dudes won a chance to collide full speed with chicks at first base, and old rivals got another opportunity to laser-tag each other with red rubber. It was a victory for all. Yet a humbling one. And it’s something, everyone would happily do again.

Art Hardie
Copywriter, YPARTNERSHIP

Posted in Uncategorized | No Comments »

November 15th, 2011

The government relations committee wants to make sure members are informed about their right to vote this upcoming election year. Members have been asking about how to vote and what’s on the ballot. Here are the answers to all your Election Day questions. Keep in mind, Ad 2 and AAF are neither endorsing nor supporting ANY CANDIDATE in the upcoming election. Please take the time to do your own research and review the candidates before you make an important decision.

Q: When is the next election?

A: January 31^st is the day that Florida gets to vote for the Presidential Primary

Q: Who gets to vote?

A: If you’re a registered REPUBLICAN, you’ll be able to vote for your choice for the Republican presidential nominee. If you’re a registered DEMOCRAT then you do not have to vote for anyone since President Obama is running for re-election and he will be the nominee for the Democratic Party.

Q: What if I’m a registered INDEPENDENT or No PARTY AFFLIATION?

A:  Check with your local supervisor of elections office to see if there is a local race in your area taking place January 31.

Q: How do I register to vote if I am not already registered?

A: Contact your local supervisor of elections and fill out a form and turn it into them no later than JANURARY 3^rd Here are the links to the local supervisor of elections office:

Osceola County: http://www.voteosceola.com

Orange County: http://www.ocfelections.com

Seminole County: http://www.voteseminole.org

Q: What if I can’t make it to the polls on Election Day?

A: There are many other ways to vote rather than going to the polls on Election Day. You can early vote or request an absentee ballot and vote by mail. Contact your local supervisor of elections to get more details on where the early voting locations are or if you need to request an absentee ballot.

Q: I’m already registered, how can I change my address, name, or party affiliation?

A: Fill out a voter registration form and check off all that applies on the first line.

If you have any other Election Day questions or concerns, please contact Ad 2 Orlando’s government relations chair, Joe Culotta at Culotta@voteseminole.org

Posted in Government Relations | No Comments »

October 26th, 2011

To Ad2ers and beyond:

We at Ad 2 Orlando thrive off of helping those in need – especially when we’re talking about those in need of advertising knowledge.

That’s why each year the Education Committee puts on the Ad 2 Orlando Mentorship Program. Not familiar? This is how it works: One seasoned professional within the Orlando advertising industry (the mentor) is paired with a less experienced inquiring mind (the mentee). Throughout the remainder of the year, the mentor will serve as the mentee’s voice of reason – offering advice, direction and of course, industry knowledge.

This past Tuesday at 6 p.m. marked the official kick-off of this year’s program. With a perfect venue (provided by Smokey Bones Fire & Grill on E. Colonial Drive) and an astonishing turn out, the mentorship event was an absolute success. People from all walks of marketing life were present: agency folk, public relations experts, graphic designers, freelancers and even professors came out to share their knowledge with the eager students and young professionals. The event garnered a total of 26 mentor/mentee pairs! That doesn’t include the wallflowers such as myself – the photographer – and the peeps running the show. (You guys rocked!) Oh, and did I mention we have even more mentors/mentees to pair up, consisting of people that couldn’t make it to the event!

Since a picture is worth a thousand words, I’ll let them do the talking.

So for those of you that were able to attend, this is what I captured while your brains soaked up educational nuggets – and for those of you who weren’t able to attend, this is the greatness that you missed.

Autumn Thomas
Push., Media Coordinator
Ad 2 Orlando, Socials Chair

Posted in Uncategorized | No Comments »

October 26th, 2011

The growth rate and astonishing increased buying power of the Hispanic consumer

“National Hispanic Heritage Month is the period from September 15 – October 15. It is a time when people recognize the contributions of Hispanic and Latino Americans to the United States and celebrate the group’s heritage and culture.

Hispanic Heritage Week was approved by President Lyndon Johnson and was expanded by President Ronald Reagan in 1988 to cover a 30-day period. It was enacted into law on August 17, 1988 on the approval of Public Law.

September 15 was chosen as the starting point for the celebration because it is the anniversary of independence of five Latin American countries: Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. They all declared independence in 1821. In addition, Mexico, Chile and Belize celebrate their independence days on September 16, September 18, and September 21, respectively.” – Wikipedia.org

As we celebrate the contributions the Hispanic culture has provided to our society, Ad 2′s Diversity Committee has taken this opportunity to shed light on the growth rate and substantial increased buying power of the Hispanic population – data that is changing the way advertisers and marketers view the Hispanic consumer as a whole.

The incentive for companies to market, and the demand to add more bite to multicultural advertising, is seen in the fast growing Hispanic consumer market. According to Businesswire by 2016 the Hispanic demographic will comprise 17.8% of US residents and their buying power is forecast to grow 48.1% to 1.6 trillion.¹ – numbers that should not and cannot be ignored by marketers, advertising, sales, and PR professionals alike.

According to Ad Age’s Hispanic Fact Pack 2011 Edition Hispanic media spending jumped 31.3% last year to $60.7 million.²

With numbers like that, it’s no wonder that the Hispanic population has become the most sought after demographic group in the nation - in addition to becoming the most relevant topic in marketing.

Two of the most recent examples are that of Bud Light and Fiat: two powerful brands spending millions broadcasting multicultural advertising on all major US networks.  Pitbull’s Bud Light partnership features his hit song “Bon Bon” recorded in both English and Spanish.³ and Chrysler Fiat features Jennifer Lopez⁴ and her latest hit song in a series of ads for it’s latest push for the brand in nearly three decades. Pitbull crossover appeal represents a huge endorsement for marketers and has made him a huge staple for diverse consumers.

Ad Age also reports 57% of Spanish-dominant respondents and 29% of English-dominant Hispanics surveyed agreed they feel more loyalty to companies that respect their culture by advertising in Spanish.²

Suprisingly so, many companies ignore the demand of the Hispanic consumer and continue to lack in areas where other companies continue to dominate simply by including the Hispanic population in their marketing and advertising attempts.

“Last year in one of the longest advertising stalemates in TV’s up-front history, broadcast company Univision sold all its inventory before any other network. The reason, Univision’s president of advertising and sales David Lawenda says, is that some marketers are finally cluing in to the importance of marketing to Hispanics.

But it turns out not many markets really are. More than half of small, medium and large businesses in the U.S. don’t market to Hispanics, according to Los Angeles advertising agency Orcí, which surveyed senior marketers at 9,300 companies across the nation. Despite the recognition that the Latino population, an estimated 45 million to 50 million, will affect overall U.S. product and services, 82% of marketers say they have no plans to start or ramp up existing Hispanic marketing efforts.”⁵

Evidently, this type of information is key in understanding the differences in purchasing behavior from the fastest growing segment of the market – it’s even more important to those whose profession depends on reaching these same exact individuals in order to obtain market share and/or keep a competitive advantage within the marketplace.

Further more, this is a small indication as to how we are evolving into a society where diversity is no longer taboo, rather, a intricate part of the fabric that makes up our country – it is why Ad 2 Orlando is focused and dedicated in embracing the diverse set of individuals that make up our organization in order to better meet the demands of tomorrow.

The numbers are there, the demand is there – so the question now becomes: what will you or your company do to adapt to this demand in the upcoming months?

Joel A. Montilla and Kevin Clarke

Diversity Committee – Ad 2 Orlando

diversity@ad2orlando.org

1. http://www.businesswire.com/news/home/20110817006246/en/IBISWorld-Identifies-Top-10-Industries-Set-Benefit
2. http://adage.com/article/hispanic-marketing/ad-age-s-hispanic-fact-pack-guide-latino-market/228904/
3. http://adage.com/article/news/bud-light-pairs-pitbull-multicultural-campaign/230026/
4. http://adage.com/article/news/fiat-taps-jennifer-lopez-media-partnership/229743/
5. http://www.forbes.com/2010/03/03/hispanic-marketing-orci-survey-univision-cmo-network-hispanic.html

Posted in Uncategorized | No Comments »

September 23rd, 2011

Hello my fellow Ad 2ers! Did you get a chance to attend the last Ad 2 event downtown last Thursday? Whether you were unable to attend or you were struck with a sudden onset of amnesia, read on to hear how it went down:

One of the best perks of being an Ad 2 member is getting to attend all of the industry events that they host. Last week’s event was with Disney’s Yellow Shoes, the in-house creative shop for Disney, at One-Eyed Jack’s. I mean, it doesn’t get any better than learning about all the behind-the-scenes work that goes into a Disney campaign, while sipping on a beer and rubbing elbows with your industry peers.

Once everyone had schmoozed, we were introduced to John McCall and Matt Stewart; Copywriter and Art Director extraordinaire respectfully.

I must say, there was something in their presentation for everyone:

• If you are a creative, you were probably interested in how they developed The Star Wars Branded Destination Experience for the Star Tours promotion.
• If you are a copywriter, then you would have appreciated how something as uninteresting as QR code directions, were made captivating and understandable to those who interacted with the Cirque du Soleil—La Nouba campaign.
• Media folk like me loved how TV viewers could tag commercials and promos using the Shazam app to unlock new content. This dynamic uncovered new metrics that help us to evaluate today’s interdependent relationship between TV and cellphone usage.

But that’s not all. At the end, they opened up the floor to for questions. Mike and John were asked all kinds of questions like….

• How to get a job like theirs- Keep knocking on those doors and maintain contacts
• How to be a better writer- You need to find your unique voice, keep it short, and make it good….. because no one wants to read advertising copy in the first place (except for us).

Suffice it to say, the night was a hit. A total of 71 people attended. I was excited to see all the fresh faces and potential members, each of whom was equally passionate about the biz. Lastly, I’m truly proud of the fact that, over and over again, I kept hearing how inviting and approachable everyone.

I love that Ad 2 Orlando is a hub for advice, camaraderie, and mentorship to Orlando advertising peeps and the community. Good job Ad 2!

Jennifer Laker
Media Coordinator at YPartnership

Posted in Uncategorized | No Comments »

September 6th, 2011

The following is an excerpt from member Danielle Dillard’s personal blog, A Healthy Pace.

Recently I had the pleasure of attending the 2011-2012 Public Service Campaign Kickoff event hosted by Ad 2 Orlando. We are lucky to have a team right here in Orlando that offers pro bono services to local non-profit organizations in need of an advertising makeover.

The event was held at the Hilton Altamonte Springs, and the presentation featured the announcement of this year’s client selection. Last year’s client was Pet Rescue by Judy. The team created an updated logo, radio spots, billboard ads, a local television ad, signage and more for the rescue shelter in Seminole county.

For those of you that weren’t there, I am sure you’re dying to know who this year’s client is. Drumroll please…The recipient for this year is Safe House of Seminole, and was selected from chosen from more than 60 applicants.

Safe House of Seminole is an emergency residential safe haven for women and their children fleeing domestic violence. During their stay, residents receive individual crisis counseling, case management, safety planning, emergency clothing and food, support groups, children’s services and personal advocacy.

I’m excited to work with such a wonderful organization dedicated to housing and improving the lives of women and children who are victims of domestic violence.

It was my first experience with Ad 2 Orlando, and the fact that I signed up online as soon as I got home – and emailed about joining the public service committee – I can tell you that it won’t be my last.

-Danielle Dillard, Ad 2 Orlando member

Posted in Uncategorized | No Comments »

August 11th, 2011

Check out the update below from our Government Relations Committee in regards to authorizing advertisements on school buses.


On June 14th, State Representative Bryan Nelson (R-Apopka) filed HB19, a bill that would authorize local businesses to advertise on public school buses. This bill was filed to raise revenue for the local school districts in Florida who are suffering due to the tough budget cuts in public education. Similar law already exists with success in several states, including TX and CO, with several other states supporting similar legislation. All of the revenue raised from the advertisements will remain in the local school districts.



This bill will benefit the advertisement industry by giving local businesses more opportunities to reach consumers with information about their products and services. Several companies have already expressed interest in this advertising opportunity. The bill will also benefit public education. Millions of dollars in revenue are expected to be raised overall, and a school district with 200 buses could expect to receive almost $1 million in a 4 year period based on advertising agreements.



Currently, the Florida Association of Pupil Transportation is against this bill because they believe that the advertisements will distract drivers and cause an increase in accidents. The truth is that to date, no school buses with advertisements in the US have been involved in a crash. Additionally, no advertising-related incidents have been reported for other public transportation vehicles with ads (Lynx) and their ads are substantially larger.



The Ad 2 Orlando government affairs committee will be keeping you up to date with the development of this bill. If you want to keep track of the progress of the bill online, click here: http://bit.ly/pQjrWf.

Posted in Uncategorized | No Comments »

July 27th, 2011

So, we recently hosted our Membership Kick-off event and there’s no doubt we’re feeling great about this year’s Ad 2 Orlando Chapter! The venue was packed with more than 100 people; Some joined us from AAF, others were Ad 2 members and, best of all, we welcomed several new faces that were enthusiastic about becoming part of the 2011-2012 Ad 2 crew.

There was also a large interest in joining committees. Eight people signed up for the Public Service committee, and several more other committees – including Socials, Public Relations/Social Media, Education, Diversity, Creative, and Membership – also engaged with potential members and encouraged involvement.

At the end of the evening, we had eight new members  and 19 signatures on committee sheets. To top it all off, the Sponsorship committee’s donated gift certificates (hat tip to Jon Herbster) and the generosity of our members helped raise approximately $250! It was a fantastic time with wonderful people. Ad 2, get ready for a great year!

If you missed the event, or the sign-up sheets — or whatever — and want to get involved, email Tiffany L. Ryan at
President@ad2orlando.org for more info!

Posted in Programs/Socials | No Comments »

March 15th, 2011

When I received the email that Ad2 was presenting The Faces of Government Relations, it sounded intriguing. I mean, I really feel guilty about my news consumption lately. Considering I’ve only really had time for a nightly DVR date with John Stewart, I feel that I haven’t been doing my part to stay in-the-know when it comes to informing myself about local government and how it affects myself and my industry on a day-to-day basis.

I didn’t have time to research the panel as I would have liked…but this afforded me the opportunity to really go into to this with an open mind. I had always seen the government, on both a local and national level, as an omnipotent body in the sky and had always felt that the sole means of communicating effectively with my elected officials was through my vote. However, this panel really illuminated the symbiotic relationship that Central Floridians have with their government and how we, especially those of us in advertising, work to achieve many of the same goals.

Once we had all grabbed some yummy cheese and wine, we took our seats and were introduced to the panel:

• Orange County Commissioner of District 4, Jennifer Thompson
• Vice President & Partner at Curley & Pynn, Dan Ward
• Manager of Government Affairs and Municipal Marketing at Advanced Disposal, Sharon Smoley

The panel was well-rounded to say the least. Whether you worked client-side, for an agency, or for the government, you were represented here. Each member was asked to introduce themselves and answer a list of questions from government co-chairs Nichole Griffin and Heather Keroes.

Sharon went first. She works with a waste management company that is contracted by local governments. (Insert trash jokes here…she didJ) Sharon is also a registered lobbyist in the state of Florida. It is her job to develop relationships with and convey her message to local and state governments on behalf of Advanced Disposal. This is a very competitive, results-focused job that requires one to be very passionate without being overly-aggressive. Sound familiar? Who knew that lobbyists were funny, open, warm, and drank wine out of plastic cups like us? More importantly, she taught us some important lessons that translate directly to the advertising/public relations industry:

• Importance of cultivating relationships and trust- Having positive relationships with those in your industry and community is a valuable commodity and personally rewarding
• Your reputation is everything- it only takes one bad decision to ruin it forever
• Educate yourself about what you need to know- It isn’t anyone else’s job to teach you the rules of how to interact with elected officials. The laws are written by government officials and mandate that the lobbyist must maintain boundaries when communicating

Dan went next. If you’ve been educated and/or worked in Orlando for any length of time, you’re well aware of the strategic marketing agency Curley & Pynn. Dan was able to break down what questions he asks clients in order to help them reach their public relations goals:

• Who do you want to reach?
• What do they know about you?
• What do you want them to know?
• What do you want them to do?

All of us in the industry ask these questions, sometimes just in a different order or to a different audience. However, they help us strategically push the right message to a targeted audience. Most importantly, Mr. Ward reminded us that listening to what you don’t want to hear will always help you in both your professional and personal lives.

Jennifer Thompson was sworn in as Orange County Commissioner for District 4 two months ago. She is also runs a marketing firm for physicians as well as a local magazine…she’s not busy at all.

Commissioner Thompson was very down-to-earth and spoke to us about her entrepreneurial past and all the things she’s learn so far during her short time in office. She’s still getting used to finding herself on the other side of the communication chain. Having worked in marketing, it was always her job to push her messaging out to the media, now the media contacts her. She has to be aware of who she talks to, how she interacts with everyone she meets, and how she utilizes social media. She willingly handed over her Facebook and Twitter passwords in order to adhere to Florida’s Sunshine law. She took us behind the curtains and gave us a first-hand look at what her schedule looks like, all the research she has to do, and how one of her goals while in office is to improve government communication as it relates to the community. She encouraged us to visit a chamber meeting, go to Tallahassee, tweet, blog, and get involved in any way that we can.

The floor was now open for the attendees to ask questions. There were questions about ethics, stabilizing the local economy, and even the legalities of directional signs. The panel’s answers were honest, politically neutral, and empathetic.

The truth is, I walked away really inspired. Everyone on the panel was so intelligent and willing to share their personal experiences, without being intimidating. They made me realize that I have a lot more power and responsibility than I thought and that I owe it to myself, my community, and my industry to get involved whether it’s through Rally in Tally or attending a Board of County Commissioners (BCC) meeting. I invite you to do the same and look forward to seeing you at the next Ad2 event.

Jennifer Laker

Yparntership

Media Coordinator

Posted in Uncategorized | No Comments »