Arlington, VA, played host to the “Make It New” themed, 2009 AAF National Conference & ADDY Awards this past June 4-6. It rained pretty much the entire time. Not that Tobin, myself, and the hundreds of other advertising and marketing junkies would have known — we were deep inside the Marriott’s buzzing salons, ballrooms, and conference rooms soaking up every word that the hired guns had to say. 3 energetic days packed full of break-out sessions, seminars, forums, workshops, and roundtables that the AAF put together for club members and representatives from each District throughout the country. Yes, the entire country! It’s no surprise that “Value and Relevance” in a beaten down economy was the hot topic. As much of a cliché as both this old buzz words have been, are they really being implemented in advertising and marketing? Really think about it. Are you giving your customer VALUE. Are you giving them more for less? Yes I did (finger snap, finger snap)….MORE for LESS. And relevance—is what you’re offering your clients and consumers relevant to them, not to you. Just sit and think for a minute, rethink your business strategy—Make It NEW, in this hopefully healing economy. All easier said then done right? Just look at what the industry giants are doing and how they have changed their approach to their target consumer.
In the forum, “Make It Relevant: Trends in Difficult Times” key panelists discussed connecting with our audiences on an emotional level, to return to simplicity, and to look attainable. This will resonate with consumers. In a time when advertising budgets have been slashed, the “Make It Funky: Alternative Branding Marketing” forum panelists drove home the importance of embracing innovative media platforms in order to reach consumers. Consumers “consume” media, not just a product. And “how do you keep your brand relevant:?” was answered with, “reinvent yourself or disappear!” One other subject from this forum, no doubt thrilled several attendees, “TV and print is NOT dead! If you going to use this vehicle for advertising, you just have to do it right—be innovative.
Another forum, “Alternative Brand Marketing” was lead by brand consultant and personal favorite of mine, Brian Martin of Brand Fast Trackers. His innovative podcast brings some of the top marketers in for a one-on-one interview with the challenges and problems they face as marketers. I found this to be an exciting way to learn about brands much bigger than those locally, and see that they struggle with some very similar and sometimes very different issues. But in either case, the excellent forum can be downloaded from the Brand Fast Trackers site.
You’ll be happy to hear that I walked away from the ADDY workshop, feeling a little disappointed. Why, you ask? Well, it seems that over the years the GFAF ADDY chairs and committee members have thought of practically everything to host an ADDY awards in a tough economy. I was hoping to hear some profound new tidbit that we hadn’t thought of for this upcoming ADDY year. It was interesting to see how many other club leaders were struck and awed by the ideas in this workshop.
So with that, we applaud all the past GFAF ADDY chairs and committee members of for being the innovators in ADDY budgeting and creative resourcing!
Speaking of ADDYs, do any of you ever wonder where all your golds and silvers go? After the fabulous party here in Frederick, the entries are shipped to NYC, for the Regional competition. We, the GFAF, are in the District Two region (The country is made up of different districts). There we compete against Pittsburgh, Philadelphia, New York City, Washington DC, Baltimore, Syracuse, Rochester, Lehigh Valley, and Albany. The golds from Regional then move onto the National competition where the work is displayed at the National ADDY awards, and the winners are announced at the gala dinner, on the last night of the conference. This year’s National ADDY Awards was an exciting show, with District Two winning a total of 25 National Silver ADDYs and 18 National Gold ADDYs. The coveted Best of Show also went to District Two; Publicis In the West took home the award for its Washington Lottery commercial titled “Birds”. For a complete list of 2009 ADDY Winners, visitwww.aaf.org/default.asp?id=1001
I have to say, one of my favorite parts of the conference was the roundtables. Between Tobin and I, we have a nice long list of speaker possibilities and club management ideas. Lots to share with the new board at this year’s board retreat. Stay tuned for an exciting GFAF year!
These tidbits were just a tip of the iceberg, as much as we would love to share everything we soaked up, there isn’t enough room in this newsletter. It’s a shame really, because each and everyone one of you would greatly benefit from these fantastic National Conferences. I’ll let you in on a little secret, that’s not so secret—next year’s AAF National Conference will be held in Orlando Florida. As a member of the GFAF, you can attend! Stayed tuned in early 2010 for details. If you have any questions about these conferences or ideas you may have for our upcoming year, please feel free to contact either one of us, we’d be happy to hear from you.
Congratulations to Casey Berry of Salisbury University who received a Silver ADDY for her “Where’s My Mind” Illustration at the District Two Regional ADDY competition, held in NYC. This was the second of the three tier annual ADDY competition. Casey won a Gold ADDY for her work at the local level, the GFAF ADDY Awards, held on March 7th. Her work will now move on to compete at the National ADDY Awards, the final tier, held this year in Washington DC, June 4-6, at the AAF Conference.
Time to cozy up and gab about the upcoming ADDY Awards. Now I know you’ve all marked your calendars for the big show on March 7. So let’s talk entries. You should have received your invitation and call for entries in the mail — sent with love from yours truly.
Don’t be shy now, surely you have some fabulous work you want to enter this year! All entries are due on Wednesday, January 7th. Personally, the only things that keep me going after the holidays are a stiff drink and good company, so this year’s ADDY drop off’s going to be a bit different. From 3 to 6 pm on the 7th, all entries should be dropped off at Volt Restaurant, located at 228 North Market Street, in their private dining room. Oooh la, la. Entry payment can be made by check, payable to the Greater Frederick Advertising Federation, or just go to the “Entry Payment” section of the ADDY website and pay with plastic.
But don’t drop and beat feet! After you deliver your entries, join your fellow club members in Volt’s lounge to celebrate another year of ADDYs. The fabulous crew at Volt has even created two signature drinks for the event: Expos-ur-tini and ADDY-tini. (Honey, honored doesn’t begin to cover it!)
Now pay attention, entries will NOT be accepted after 6 pm on January 7th. But because they’re such peaches, your ADDY co-chairs have agreed to a late bird deadline of Monday, January 12. These entries MUST be entered online and delivered to Jean Peterson Design, 3 West Church Street, NO LATER THAN 3 pm.
For more info on everything ADDY (from entry drop-off to purchasing tickets, and even those pesky little rules and guidelines) visit www.gfafaddyawards.com.
XOXO,
Addy
PS: Finding yourself with a little extra something, something in your pocket, this year? Put it to good use with an advertisement in the 2009 ADDY Awards program. Contact Lisa Gorham for more information. The deadline for ad space and artwork is January 30, 2009.
How do you feel about being the 2009 ADDY Web Designer & Programmer? Its a great pleasure to work with many of the talented designers and advertisers in the GFAF. This is my second year working on the ADDY web site and it’s a blast. It’s a great project to “stretch your legs” so to speak and try a few new things. The committee is doing a fabulous job and I think the ceremony is going to be another success this year.
Can you tell us a little bit about where you work?
Recently, I set up my own studio aptly named, Tobin Lehman, and have started to concentrate on providing design and development services to agencies and small businesses along the east coast. Being a one-man show allows me to focus on high quality products from start to finish, without compromise. And I can preform this work below the cost of my competitors because of the lower overhead costs of my home-based studio.
What is your education and work experience?
I have a B.S in Graphic Design and Photography from Pennsylvania State University. I studied under Lanny Sommese, who if you know that name can appreciate the rigors and benefits of that experience. After graduation, I took a job in Rockville at Hirshorn Zuckerman Design Group. This was a great introduction into the world of advertising. I worked primarily as an Information Architect and UI designer for a team of three designers. Eventually the commute caught up with me, and my desire to work closer to home brought me to Enforme Interactive. I loved the experience at Enforme Interactive. A great group of people, and one of the most talented teams I have worked with. During my time at Enforme, I started my MBA from Hood College and anticipate completion in 2010. The MBA is a great extension for a design education, and obviously for running my own business.
Who are your clients?
My clients are mostly small business from the local area. My agency clients range from New York, to Asheville, NC. I like to develop relationships with all my clients. My clients see me as more than a designer or developer, yet as a partner in the decision making process. Being small business owners themselves, they need honest upfront communication and results. I make sure that what they need is presented to them in a way they can understand, and not smother them in technical terms and web jargon. It’s easy to forget that web is intimidating to many people.
How do you brainstorm for ideas?
Running. It might sound odd, but going on a long run allows me to have my mind travel around and come up with ideas, concepts, and connections. If I can’t make it out for a run, I like to get away from the computer, grab a tablet, and hit the library. I find immersion in the topic is really important to design. A lot of web sites can be really templatized due to the nature of the medium, so it’s important to break out of the box once in a while. Having a solid concept can really help with that.
What is your ideal project?
I’m spending a lot of time right now on mobile web. There is a great potential in this area, and I am setting up a few sites for clients at the moment in the arena. I’d like to work more with this medium on mobile. It really gets down to informatics of the web, or what the web can do for you, right now. With such a small interface and limited interaction, it provides a really awesome challenge to information architecture as well as design.
What software do you use?
My set up contains a Mac Book Pro 2.4, 24in Monitor, Wacom 6×8 Tablet, Adobe Creative Suite CS3, Office 2008, Font Explorer X, and Quicksilver. I have two servers on location for development as well.
Other organizations you’re involved with?
Besides the GFAF, I am a mentor in the Big Brothers Big Sisters program.
Anything else you want to mention?
I’m always interested in meeting new members, so drop by my web site tobinlehman.com, or give me call.
Oh You’ve been to the ADDYs, but have you met Addy? Yes, Virginia, there is an Addy! She’s sophisticated, she’s sassy, she’s just a little bit naughty, and you can meet her in the flesh at the 2009 ADDY Awards ceremony – Saturday, March 7, 2009. (Sounds like she’ll fit right in, doesn’t it?) But a little exposure is good for business, too, so why not consider becoming an ADDY sponsor and giving your organization exposure to a choice group of marketing and advertising professionals? It’s a great way to get you name in front of peers, potential clients, and even the competition. Plus, this bash is going to be a gas, in a classic Rat Pack sort of way.
But you need to act now. Planning is in full swing and the deadline for full-inclusion sponsorship is right around the corner – Monday, November 3rd to be exact. There are several sponsorship levels and each one comes with some valuable perks, so don’t miss the opportunity to grab your share of the spotlight at this year’s awards ceremony.
Click here to download detailed sponsorship information. If you have any questions or need additional information, contact one of the ADDY co-chairs, Lisa Gorham ( lisa@jeanpetersondesign.com )or Stacey Collins ( stacey.collins@pnc.com).
And what does Addy say about meeting her fans in person? “Oooh, patience is a virtue, my dears. That time will come.”
Boy, do we have the perfect venue for you! We want you to EXPOSE yourself to the entire GFAF membership at the 2009 GFAF ADDY Awards on Saturday, March 7, 2009 at Lynfield. Look for more EXPOSURE in upcoming In The Loupe issues as well as continuous updates on the GFAF website. Mark those calendars! Be there for the big show.
Do you want some extra EXPOSURE?
Don’t be shy! We want to see it all! Put yourself out there for everyone to see. Be a 2009 GFAF ADDY sponsor! Download the new and improved sponsorship package, and check out the all NEW Platinum level benefits, and the returning Gold, Silver, Bronze, Friend, and Supporter levels. PLUS, there are NEW printer sponsorship levels this year!! This isn’t the same old stuff folks, check it out!! If you’re jumping at the chance to EXPOSE your company to the advertising community at large, please contact Lisa Gorham at 301.631.2401 or by email: lisa@jeanpetersondesign.com for more information. You can also fill out the 2009 Sponsorship Package and mail it to:
The 2008 ADDY Awards were a huge success thanks to the dynamic duo: co-chairs Emily Dorr and Lisa Gorham. With the help of an awesome committee, the ADDYs were a fun and entertaining night of creative achievements and social merriment.
Relive some of the 2008 Greater Frederick Advertising Federation’s ADDY Awards biggest moments with video of the judge’s awards, and the best of show award.
Mark it on your calendar…. Saturday March 1, 2008
Lynfield Event Complex, Building 5
Cocktails and Showcase 5:30pm
Awards Presentation 7pm.
Tickets are available online at www.gfafaddyawards.com
RSVP Deadline: Tuesday, February 5, 2008
The ADDY committee has been working hard to ensure the competition, refreshments and entertainment are perfect! This years ADDYS are co-chaired by Emily Dorr and Lisa Gorham and the committee members consist of employees from most local advertising, public relations, and graphic design companies. [Read more →]
Once again….. “Step Up to the Plate,” was a success. A special thanks goes to all the attendees.
Jean Peterson, Emily Dorr, Megan Mullaney, Amy Guessford, Briana Fanzone, Lisa Gorham, John Connors, Kim Dow, Evan Wiegand, Tim Finnen, Richy Sharshan, Tobin Lehman, Lisa Burroughs, Joanna Gaster, Claire Urban, Ellen Byrne, Jennifer R. Jensen, Eddie Araya, Louanne Welgoss, and Richy Sharshan [Read more →]
Congratulations to Casey Berry of Salisbury University who received a Silver ADDY for her “Where’s My Mind” Illustration at the District Two Regional ADDY competition, held in NYC. This was the second of the three tier annual ADDY competition. Casey won a Gold ADDY for her work at the local level, the GFAF ADDY Awards, held on March 7th. Her work will now move on to compete at the National ADDY Awards, the final tier, held this year in Washington DC, June 4-6, at the AAF Conference.
The 2008 ADDY Awards were a huge success thanks to the dynamic duo: co-chairs Emily Dorr and Lisa Gorham. With the help of an awesome committee, the ADDYs were a fun and entertaining night of creative achievements and social merriment.
