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The American Advertising Federation may review agencies later this year to select a shop to develop a campaign aimed at changing the image of advertising among business executives.
Announced at the AAF’s conference in Minneapolis on Friday, the campaign will be centered on the theme, “Advertising: a new brand of business,” said AAF president and chief executive officer Wally Snyder. The theme reflects the “new dynamics” of the advertising industry and the effect it can have on business, he said.
Agency participation in the campaign has not yet been determined, though Snyder said the AAF “probably will be conducting a review of some sort” to select a lead agency.
Details of the advertising will be fleshed out after the first phase of the campaign–a survey of corporate executives that begins this week–is completed in November.
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