Ewing

Susan Ewing is president of the American Advertising Federation’s local chapter and director of client services at inferno.

Q. How did the recession affect the AAF?

A: Like all organizations, AAF has taken steps to become more efficient to combat the recession, but in ways that do not affect member services. Instead, our focus is on investing in the future. To accomplish this, AAF has continued to promote and expand our membership base while expanding programming. Overall, our membership is lower than it was in 2005, but over the last few years, we have identified ways to enhance the membership value. Although we’ve had attrition, we have continued to increase local membership – we’ve added 26 new members in the past nine months.

Q. How did the recession affect the local advertising community?

A: Advertising agencies and marketing firms tend to be one of the hardest hit in a recession, due to clients facing large advertising budget cuts. However, I’ve seen most of the local agencies recovering well because companies can’t just stop advertising. Research shows if you keep advertising during a recession, you’ll be better off when it ends. Everyone is spending smarter and identifying the key things to do and doing them well. Social media provides people with many more opportunities that are more cost-effective. What you choose to do and how you do it is what it’s all about.

Q. What services does the AAF offer its members?

A: AAF is the unifying voice of advertising and the only professional organization that represents ad clubs, advertisers, agencies, media, suppliers, students and educators. Combined, we achieve a common purpose – to promote, protect and defend advertising interests. Locally, the mission of AAF Memphis is to inspire, empower and applaud the professional growth of marketing communications specialists. We find ways to provide countless opportunities for networking and professional growth. Our organization is committed to providing our members with a variety of inspiring and empowering programs. Membership includes lunch at monthly luncheon programs, discounts to seminars and ADDY entries and tickets and more.

Q. What news or programs does the AAF have coming up?

A: Our next event will be April 22 at 8 a.m. We are hosting, in conjunction with (Public Relations Society of America), a seminar on “How to Create an Unforgettable Brand.” Scott Ginsberg, a high-energy speaker, known nationally for his unorthodox motivational skills and promotional acumen, will reveal his secrets to help entrepreneurs maximize their visibility, credibility, uniqueness, authenticity and memorability in the eyes of their customers.