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AAF District 7’s role in the NATIONAL STUDENT ADVERTISING COMPETITION A HISTORY 1967–2012 AAF DISTRICT 7’S ROLE IN THE NATIONAL STUDENT ADVERTISING COMPETITION ––– A HISTORY I first became knowledgeable of the activities of the Seventh District in 1982 when for the first time, I attended their Convention. Prior to this Convention a member of our Nashville Advertising Federation, Bill Satterwhite, asked me to handle some minor duties for the District Student Advertising Competition, which was to be held in Nashville in 1983. He Dear Charlie, described these duties as “being in Thank You for sending charge of getting some equipment to be me a copy of your book used for this competition, such as projection screens, sound on the NSAC and the equipment, etc.” I agreed to take care of this assignment, but Seventh District. was much surprised when at the National Convention in June, Former Governor Mike Gallagher, congratulated me for being IN I enjoyed it, and deeply CHARGE of the District Student Competition for ‘83. I told him appreciate your taking that there must be a mistake because I had only been informed the time to highlight of duties related to arranging for some equipment. The aftermath this important AAF of all of this was that I was the Competition Coordinator in 1983. National program and This was a significant assignment for me in that while the Seventh District’s carrying it out, I became aware of the uniqueness of this student central role in starting, competition, and became completely enthusiastic about the developing, and purposes served and value received by advertising students from growing it. participating in this project. At the same time, I became enthusiastic about the agenda of the Seventh District and Many Thanks, the American Advertising Federation. Now, many years later, I remain enthusiastic about these two organizations and continue to be actively interested in the National Student Advertising Jim Datri Competition. AAF President and CEO The leadership of the Seventh District has always been proud to say that the Student Advertising Competition project started within the Seventh District, but nobody seemed to know much about how and where and the details of the beginning of this project. That is the reason I spent much time searching minutes and interviewing people in the AAF (American Advertising Federation) District 7 area and thereby wrote and published the District 7 Student Advertising Campaign history in 1996. Now, some 16 years later I am updating the report with information about this most worthwhile activity to include the period after 1995, which I continue to feel that it is important that we preserve for District history. I enjoyed collecting the material, and have enjoyed getting to know the many people I have talked with who have played a part in this historical project. — Charlie Malone Former AAF District 7 Governor 1991-1992 3 F O U N D E R S O F A A F D I S T R I C T S E V E N S T U D E N T A D V E R T I S I N G C O M P E T I T I O N F R E D M A C V I C A R At the AAF Convention in June, 1982 Born and raised in Canada, Fred and again in 1997, AAF’s National MacVicar was educated at the Academic Committee awarded University of New Brunswick, St. Fred and Jack the prestigious “Aid to Stephen Business College and Education Award” for their efforts in Harvard Business School. From 1980 starting the Student Advertising until his death in October, 2002, he Campaign Competition that led to the lived in Hilton Head, South Carolina. National Student Advertising MacVicar’s career highlights include Competition of the AAF. In a letter serving as Business and Marketing accompanying the Award, this Director of the Smithsonian Institution statement was made, “The hard work Press, and Director of Planning and Membership Development and dedication with which you started for the American Advertising Federation. Other employers and the program have paid off in great clients include the Georgia Department of Industry and Trade, rewards for the future advertising Cryovac Division of W.R. Grace and Company, Southern professionals in the United States.” Airways, Sears Roebuck, Bloomingdale’s, Singer, Reuben H. Donnelley Corporation, Newhouse Newspapers, United States Peace Corps, Security National Bank, Columbia Nitrogen, Callaway Mills, Dutch States Mines, 3-M, United States Catholic Conference and Santee Cooper. Within District 7, Fred was President of the Augusta Ad Club and District Governor in 1967. He was a lifetime member of both the Augusta and Atlanta Ad Clubs. For his efforts in establishing the Student Advertising Campaign Competition, MacVicar won the American Advertising Federation’s “Aid to Education” Award on two occasions, June 1982 and April, 1997. Fred authored Careers in Advertising, University of Georgia Press, and co-authored Crossed Pens, Acropolis Books South. The Supreme Court of South Carolina qualified MacVicar as an expert witness in the fields of marketing and public opinion research. 4 J A C K B O L T O N Jack Bolton was born in Detroit, Michigan and attended Emory University where he studied radio journalism under his favorite teacher, Professor Richard Joel. Drafted in 1950, Jack became a member of the PIO staff of the 4th Infantry Division and produced programs for the Armed Forces Network. After returning to the United States, Bolton earned a BFA in Dramatic Arts from Columbia University while working as a program service representative for CBS Television. Next, he joined the Katz Agency in New York representing radio, television and newspaper firms. Bolton was promoted to Atlanta Manager for Katz in 1962. Soon after, he joined the Atlanta Ad Club and became president in 1969. In addition to founding the Student Advertising Campaign Competition, Bolton was instrumental in the formation of the Atlanta Advertising Institute. Bolton has many interests. He is a longtime member of the Society for The Preservation and Encouragement of Barbershop Quartet Singing in America, Inc. He holds the Amateur Radio Call of WA4PNY, has served as president of the Atlanta PC Users Group and studies genealogy at the Roswell Family History Center. Bolton participates in the American Association of Suicidology and The Compassionate Friends. He published his wife Iris’s book, My Son... My Son... A Guide to Healing After Death. 5 M A C V I C A R ’ S B I G I D E A I N T H E B E G I N N I N G The person in our district academic The idea of student competition began with the thoughts of a world who has participated in or Former Governor of the Seventh District, Fred MacVicar. Fred observed EVERY District 7 had been President of the Augusta, GA Ad Club in 1965, later Competition, beginning with the very moving to Atlanta to be with the Harris & Weinstein Agency. At first one in 1967, is Professor the same time Fred was becoming an active leader in the Seventh Ron Lane, formally of the University “Deep South” District of the American Advertising Federation. of Georgia. He has also observed most Fred talks about his thoughts that led to originating the student NSAC National competitions since competition project, “At the agency, I had been interviewing 1986. “Having watched the NSAC students from colleges looking for jobs and job experience. They evolve over many years my opinion of were telling me that they now had a college advertising its value hasn’t changed. It is the best education, but companies were looking for applicants who had thing going in advertising education. It actual, practical advertising job experience. So the thought is not just another academic exercise. developed, in my own mind, as to how we could give these It gives students the opportunity to students a realistic look at the whole picture of advertising, put all the tools of marketing combining all the elements that are involved in servicing the communication together in one advertising client. The idea of the competition gradually planand then sell it to others. It gives developed, but there was one big problem. I realized that it students everywhere the chance to see would be a tremendous task to develop the details of this if they have what it takes to be in the competition idea and to actually manage the competition. Jack advertising business. It gives them Bolton with the Katz Agency in Atlanta and a leader in the Atlanta something to talk about and show in Ad Club, was calling on me regularly servicing the Southern job interviews. These have been Airways account which I was responsible for. I reviewed the part of the equation since day one competition idea with Jack, and immediately we began to which would be 1967. > develop ideas that would be a part of this competition project. Jack volunteered to sell the Atlanta Ad Club on spearheading this competition. During the same time period I began reviewing these ideas with the leadership of the Seventh District and received their enthusiastic support.” Jack Bolton was an active member of the Atlanta Ad Club, serving as its President in 1969, and was with the Katz Agency, representing radio and television stations. Jack, too, had noticed that college advertising students were lacking in practical advertising experience. He stated, “Many students came to Katz, and I enjoyed helping them find jobs, but so many of them were totally unaware of not only media but of the total concept of what an advertising campaign really involved.
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