District History

THE EARLY YEARS

The Fourth District of the American Advertising Federation and the State of Florida have grown up together.

• Records show that several Ad Clubs were formed before World War I but disbanded when members entered military service.
• The Fourth District appears to have been established in 1924, prompted by the development of an advertising industry to serve the real estate and tourism industries
• The first known written reference to the District was in 1930, when Miami hosted the convention of the Fourth District, Advertising Clubs of America.
• By 1937,
• There were five advertising clubs in the state, including Orlando.
• Florida Power & Light's second place in a national advertising competition against 90 other companies in the U.S. and Canada shows the state's growing presence in national advertising.
• Florida Press Association, the Associated Dailies and the Fourth District hold a joint convention in Hollywood featuring three banquets costing $7.50 per plate.
  

THE STRUGGING 40's

• The country was coping with a World War that impacted advertising business and the Fourth District.
• Patriotism was running high. Newspapers ran government advertising for free.
• The Army occupied hotels and apartments, affecting tourism.
•  Men and women went off to war.
• Commodities were scarce. The Miami Herald dropped display advertising to conserve newsprint.
• WQAM in Miami was purchased for $500,000, evidence that radio had come of age.
• 1941 Jacksonville Ad Club hosted a convention
• 1942 The Fourth District held a one-day session in Jacksonville
• 1947 The next Fourth District convention, held in Miami Beach. Registration was $12.50 and rooms were $5 single, $7 double. Florida Press Association members were invited to attend.
• 1948 The Fourth District was on the roll again. Several clubs chartered buses rather than going in small parties by automobile and made elaborate plans for the event at Ponte Vedre Beach. The Florida Advertising Commission held its annual convention in conjunction with the Advertising Federation.
• 1949 A convention in Tampa included a talk, "Newspaper Will Always Be With Us," and a banquet speech by Advertising Federation of America President Elon G. Borton, who told the group that advertising had never before faced such a challenge and opportunity. About $25 for every man, woman and child was spent in 1947 he said--approximately $3,800,000,000 total, or more than $10,000,000 for every day in the year, he said. There were also discussions on bus, car and taxi card advertising; how advertising executives helped colleges produce experienced advertising graduates; and how "A Woman Looks at Advertising."
• With just six advertising clubs in Florida—in Tampa, Jacksonville, Central Florida, Miami and two in St. Petersburg (one for women and one for men) District Governor Collins set out to build more.  "A substantial increase in the number of advertising clubs in Florida would help to produce even greater results from its advertising invitations to the nation to spend the Winter or the Summer in our state…,â€� he wrote.
• Florida's six existing ad clubs worked actively on a variety of projects such as advertising clinics and school essay contests.

THE ADVERTISING OF ADVERTISING BEGINS TO PAY OFF

As we entered the 50s, the Advertising Federation of America adopted five major functions: education for advertising, public relations for advertising, higher standards in advertising, public service through advertising and club achievements.

• 1950 A convention in St. Petersburg well-known local and national speakers, panel discussions and a talk by Beth McNeely, first woman director in the District on "Women in Advertising." AFA president Elon G. Borton was back to warn Florida advertising professionals to be on guard against increasing restrictions being placed on advertising through legislation and rulings of government bureaus.
• In June the first mention of Florida delegates attending a national convention was published.
• The Advertising Club of Greater Miami received second place in Public Service Achievements. And the Fourth District received national credit for an outstanding statewide advertising education program.
• The first news of the Clearwater Advertising Club, which hosted its first District meeting.
• Jerome A. Waterman, president of Maas Brothers, and the first president of the Tampa Ad Club, recalled for guests at the club's Past President's Day how the founders' interests in truth in advertising and improving the standard of advertising led to the club's formation in 1916.
•  The Fourth District Board asked clubs to boost a "Keep Florida Green" campaign sponsored by the Florida Forest and Park Association.
• The Advertising Club of Ft. Lauderdale was established.
• The Woman's Advertising Club of St. Petersburg sponsored its second annual Ad-Ventures advertising clinic for high school and junior college students.
• The AFA membership comprised 98 advertising clubs, 12 national advertising associates and 1,100 companies.
• 1951
• Educational Conference was held in Orlando February 24-25. A magazine article published the following month gives some insight as to the purpose of the conference which was held annually in Orlando as it was a midway location between the Universities of Florida and Miami.
  Students, faculty and Fourth District ad clubbers had a "hot and heavy" discussion of school and student club projects. "Much thought was given to the matter of Advertising aptitude tests for college students." And discussion was given to "Bridging the Gap" between graduation and occupation.
• The April convention was "jam-packed" with informative and comprehensive speeches. Speakers represented the Florida Citrus Commission, J. Walter Thompson, the National Outdoor Advertising Bureau and others.
• The state's third colleges advertising group was formed at the University of Tampa
• the Orlando club chose "Cast your Bread Upon the Waters" as its theme for the year. Program and workshop sessions were planned to help answer the needs of small businessman, with the hope that, in turn, appreciative merchants would the Ad Club.
• former Governor Donald L. Lynskey of Miami was named to the managing committee of the Advertising Hall of Fame.
  Governor Philipps' thrust was a closer understanding of the working of National AFA. "Your individual club membership card is your token membership in every Ad Club in the country," he announced to membership. "When business takes you to another city, check up on their ad club � join in their meetings if it coincides with your stay � it's still another way to boost our Sunshine State."
•  During 1951, members of Advertising Clubs participated in career guidance programs throughout the state and at least some were shocked by the questions teachers had apparently instructed students to ask, such as: "What are the retirement provisions available in advertising?" "What bonuses can I expect in advertising?" "What security is there in advertising?" "What are the hours?" At the Orlando High School, Ad Clubber Ed DeNike struck back with answers to the effect that the advertising profession was not seeking people, and advertising had no place for those looking for feather beds. Further, he expounded, "Since advertising was the great expression of individual initiative and free enterprise, career-seeking students with such requirements would immediately be eliminated as prospects for good advertising people."
• At its organizational meeting in May, the new Sarasota Advertising Club elected a Sarasota businessman as president.
• In October, 1951, the fighting in Korea was still just called "The Korean Incident," but the fight at home was declared a "War" against inflation by the Fourth District. Officers and directors of the district at their fall meeting dedicated Florida clubs to the fight.
  At home, The Tampa Ad Club held its regular monthly Ladies Night and the Women's Club of St. Petersburg came up with some new ideas on how to torture bosses at their annual "Bosses Night" celebration. Jacksonville held its annual "Advertising in Action" clinic with students and faculty at the University of Florida.
• In January, 1952,
•  Florida's state Governor proclaimed Courtesy Month and this became a project of the Fourth District. All retail and local merchants were urged to use the slogan, "Courtesy Wins Friends for Florida and You."
• And the Greater Miami Club was hard at work in an attempt to retain its national first place award in the public relations for advertising contest of AFA. Material promoting advertising was placed on Miami's 12 radio stations, daily and weekly newspapers and on outdoor advertising boards.
• The Educational Conference in February was highlighted by the attendance and participation of Presidents of Florida's colleges and universities. Full credit for originating the Educational Conference in 1947 went to former Governor Donald Lynskey of Miami.
• There was a "star-studded" program at the annual convention in April in Miami Beach. Stars included a Philadelphia attorney specializing in law for advertising and marketing, a Time, Inc. executive, the Director of Puerto Rican Rum Promotions and others. At the convention, L. L. "Duke" Zimmerman of Miami took over as Governor of the Fourth District.
• The national AFA convention was held in June at the Waldorf-Astoria Hotel in New York City and the Honorable Perle Mesta, U.S. Minister to Luxembourg � also known as "the Hostess with the Mostest" � was the featured speaker when the award was made to the "Advertising Woman of the Year." Two resolutions were unanimously adopted at the convention. The first protested the criticism of some government officials which implied denial of the right of American business and industry to present facts and opinions to the public through advertising and other appropriate channels. The resolution reaffirmed the AFA Statement of Advertising Principles, recognizing the social responsibility of advertising to the public in "maintaining the highest standards of truth, helpfulness and conduct in all advertising functions and practices."
• the American Heritage Foundation asked AFA to serve as catalysts in a campaign to build voter registration and get out the largest vote in the history of the country. The campaign became a project for all Fourth District clubs.
• Quarterly Board meetings began to be held.
• the Tallahassee Ad Club was formed by Dr. Royal H. Ray, head of the new Advertising Department at Florida State University.

ADVERTISING RECOGNITION GOES NATIONWIDE

1953

• The first big event of the New Year was the proclamation of Advertising Week throughout the country February 15-21, with all 101 AFA clubs joining in the campaign to inform the public of advertising's value and services.
  "Integrity in Advertising" was an issue of the times. A newsletter printed by the U.S. Chamber of Commerce stated, "Advertising in America may not be as pure as Ivory Soap, but neither is it so bad as some of its critics claim." The newsletter noted that a survey conducted by the Federal Trade Commission stated, "96.2% of (636,096) ads checked were factual, honest and not misleading in any degree. It's safe to say that the amount of misleading advertising to which we are exposed is considerably less than 3% of the total. Of course, the majority suffer for the sins of the minority." Governor Zimmerman challenged the Fourth District to "seek a goal of nothing less than 100% honesty in advertising claims."
• AFA by-laws change made District Governors automatically ex-officio members of the AFA Board.
• A new club was named to the Fourth District: the Advertising Club of Savannah, Georgia.

1954

• The convention in St. Petersburg--hosted by the Advertising and Sales Executive Club and the Women's Advertising Club of St. Petersburg--featured a spectacular production at the annual banquet entitled, "Florida Aflame." It presented the colorful story of the Seminole Indian set to music and choreography.
• Miami became the first club to have a paid secretary. And it also received honorable mention from AFA for its achievement book on education in advertising.
• A large Florida delegation attended the 50th annual National Convention in Boston in an effort to capture the site of the 1957 convention for Miami. A total of 22 stunts and gags were staged during the convention by the Fourth District members and a special Boston edition of The Miami Beach Sun carried the headline, 'Fourth District Offers Florida for AFA in 1957.'
• The Board passed a resolution opposing passage of a bill in the Florida legislature prohibiting interstate advertising of alcoholic beverages, charging that it "constituted a form of censorship, establishing a dangerous precedent which could lead us to who knows what."
• Ad clubbers from around the state were invited to attend the opening of The Sunshine Skyway in St. Petersburg, which attracted nationwide attention. There was talk of adopting the name of "Sunshine District" for the Fourth District.
• Tampa sponsored a contest to raise its membership from 75 to 100. The lucky winner received a 100% paid trip to the next AFA convention in Chicago.
• The Advertising Club of Greater Miami held a highly praised Know How Pow Wow, a course dealing with the fundamentals of salesmanship.

1955

• National Advertising Week was gaining more attention as an event of the year for AFA and local ad clubbers. Held February 13-19, a 26-man AFA committee prepared media campaign kits which were distributed to each club chairman. The Des Moines Register and Tribune prepared five ad mats and sent proofs to more than 1000 newspapers throughout the country.
• In March, the Fourth District sponsored the first Southeastern Advertising Conference on the Florida State University campus at Tallahassee. The event replaced the annual convention with more than 250 advertising men and women attending.
• Miami sought the support of all clubs in the District to hold the National Convention in Florida in 1957. An effort was made to line up 400 signed convention registrations from the Fourth District and nearby cities to gain a commitment. Hundreds of letters and registration forms were sent out by the District.
• At the June AFA convention in Chicago, Miami received national honors for the top spot in the public relations for advertising division for clubs with less than 100 members, and honorable mention in the education in advertising category.
• In October, the Fourth District held its Board meeting in conjunction with the Florida Public Relations Association annual convention in Miami Beach, and joined in with the "spirited activities" of the FPRAers.
  At that meeting, plans were announced for the 32nd Annual Convention, again to be a Southeastern Advertising Conference held in Orlando, March 22-24, 1956. The aim of the meeting was to show the responsibilities expected of advertising in the Southeast area, to prepare to meet the responsibilities and to emphasize the effect that the Fourth District had upon the growth of the Southeast.
  Although clubs in Clearwater, Jacksonville and Sarasota were

1956

• previously announced, in 1956 there were still only seven clubs represented by Orlando, Tampa, St. Petersburg, Miami, Tallahassee and Savannah, Ga.
  Nonetheless, lack of numbers did not squelch activities. In February, the District celebrated National Advertising Week by having Florida's Governor LeRoy Collins sign a statewide proclamation. In March, more than 150 attended the Southeastern Conference in Orlando, which was highlighted by such speakers as the president of Advertising Age, the director of Institutional Advertising for Ford Motor Company and John Cunningham, president of Cunningham & Walsh, Inc.
• At the May Board meeting, plans were made for setting up a central clearing house where Florida college students could register to locate jobs in advertising and the allied arts within the state. The Board also voted to help promote the 1957 Florida Products Festival sponsored by the Florida Development Commission.
• Again, the Fourth District had a booth at the AFA convention in June and dispensed better than 20 gallons of Florida orange juice. The booth was decorated with a simulated palm tree, actual coconuts and 'a lot of charm' in the form of a University of Miami female ad student clad in a genuine gold bathing suit.
  "A Bit of Heaven in 1957" was the theme set for the National Convention to be held in Miami the following year.

1957

• The year was almost totally devoted to developing the lavish five-day convention June 9-13 at the Fontainebleau Hotel in Miami Beach.
• More than 40 speakers were solicited for the convention programs. Subjects ranged from government interests to new trends in merchandising, media and copy.
• Advance registrations indicated an attendance of more than 1000.
• entertainment included a Cypress Gardens water ski show at the Fontainebleau pool and a tropical island luau on picturesque Key Biscayne.
• Post-convention tours were offered to Cuba, the West Indies and other Caribbean destinations.
• During the convention, a refreshing speech by Undersecretary of Commerce, Walter Williams, pointed to the need for ad men to increase their role in stimulating sales. Williams stated, "The American public enjoys a wide variety of news reporting, entertainment and other services at prices which could not exist without the contribution of advertising revenue."
• The new Ft. Lauderdale Advertising Club held its charter dinner.
• 1958
• One highlight of the convention in Tampa was another newcomer in the media field, television.
• AFA implemented an AFA-Federal Trade Commission joint project to combat untruthful advertising practices and Miami attorney, and ad club member, Frank Jaffee, was named to the committee.
• Florida was announced as having the largest promotional advertising budget, over any other state in the country, with $1,300,000 going to tourist travel advertising and $900,000 to industrial development advertising. Miami promoted Florida's advertising effort as part of its National Advertising week campaign with billboards which read, "Florida is Greater Through Advertising."
• the June AFA convention, three clubs received special achievement awards. The Women's Club of St. Petersburg was honored for helping school publications and yearbook staffs. Miami received an award of merit for its work with a foreign language group and Jacksonville came into the picture again, receiving a second prize award for serving Gainesville college students interested in advertising.
• Jacksonville reaffiliated with the District just prior to the convention.
• A Greater Pensacola Advertising Club was formed in the fall
• rumblings of an Ad Tax were heard.
• Two Tampa ad club members, Bob Ensslin, then advertising manager for Sears, Roebuck & Co., and Ray Houck, with Maas Bros. advertising department, authored an Advertising Code to raise the level of local advertising layout and copy. Local businessmen and advertisers received a "Fair Advertising Code" slug to run with advertisements in local media if they subscribed to the Code concepts.

1959

• Betty Sweet named the 4th district's first woman governor
• The complete package for the District convention at the Tides Hotel and Bath Club in St. Petersburg was $20 for members, $15 for spouses. Fred Manchee, author of "The Huckster's Revenge" and executive vice president of Batton, Barton, Durstine & Osborn, was the keynote speaker.
  The District adopted three resolutions aimed at bills before the legislature
•  a liquor price fixing bill
• a bill to restrict outdoor advertising for the projected state interstate highway
• one relating to an omnibus bill concerning misleading advertising.
• The Advertising Club of Daytona Beach was established
• the Advertising Club of Lakeland was chosen as the site of the 1960 educational conference.
• An advertising scholarship of $500 was presented to a University of Miami student.
• Jacksonville and Miami received AFA club achievement awards.

1960

• The theme of National Advertising Week was "Advertising Helps You Enjoy the Good Life."
• The May convention was held in Ft. Lauderdale with the theme "New Markets; New Media; New Methods as we enter a new decade of growth for Florida."
• Miami Club President Charlie Whitebrook founded the ADDY Awards.
• There was a new activity in the area of Fourth District company memberships, an active speakers bureau, a "better-than-ever" essay contest, an active Legislative Committee and plans for the formation of new advertising clubs.
• St. Petersburg was discussing the merger of the two ad clubs into the Suncoast Club. New clubs were expected in Palm Beach and Ft. Myers.
• The Women's Advertising Club in St. Petersburg initiated a four-week series of educational television programs on advertising on educational TV station WEDU.
• A four-week advertising clinic entitled, "Add Advertising to Your Skills" was conducted in Tampa.
•  Ft. Lauderdale established a six-man Ethics Committee to police advertising.

1961

•  St. Petersburg made "truth and taste in Advertising" a club project
• AFA launched a campaign to gain understanding and support of its many activities and services by the nation's advertising practitioners. A five-ad series ran in the advertising trade press under the headline, "Advertising Speaks for Itself."
• In Orlando, ad clubber and Fourth District treasurer, Tom Bonnerville, reported American business firms would spend $11 billion for advertising that year.
• And Tampa ad clubbers heard an explosive report on business conditions in Cuba under Castro.
• Representing the Kennedy administration, a presidential assistant asserted that "advertising must continue to advance American levels of consumption if national economic growth is to proceed."
• And AFA Board Chairman James S. Fish announced AFA's new, year-long "Let's Keep Rolling Ahead" campaign to advertise advertising.
• Approximately 300 men and women attended the Fourth District convention in Miami on the theme, "Meet the Man with the Grey Flannel Suit."
• The St. Petersburg Club was lauded for its Project '61 to beautify the city to make it "the city of flowering trees," changing the color of its green benches and setting up a "brain bank" which utilized the services of many retired men and women living in the area.
• In 1961, a newsletter published by the Fourth (Sunshine) District of the State of Florida, was called the "Sunshine News."
• In 1961, a Clearwater Advertising Club again appeared. Miami established an Advertising Code and St. Petersburg established a Junior Advertising club at a local high school.

1962

•  Governor Kelly held a "swap shop" meeting for club membership chairmen as part of his District Board meeting in Tampa.
• Clubs active at that time included Daytona Beach, Ft. Lauderdale, Greater Miami, Jacksonville, Lakeland, Orlando, Palm Beaches, Suncoast of St. Petersburg, Tampa and Clearwater.
• The District was still holding an Education Conference yearly in 1962 and there was an annual Advertising Day on the Florida State University campus.
• The national theme to promote advertising was "Advertising Helped it Happen." Through local club efforts, distribution was made of 24-sheet poster paper depicting the transition from scrub bucket and washboard to modern automatic washing machines. The Outdoor Advertising Association of America joined in the nationwide effort.

The First Annual Advertising Awards Competition of the Fourth District, American Federation of Advertising (ADDY'sâ„¢) were held. Rules allowed any individual, company or organization who created advertising in the Fourth District to submit entries, which were initially judged by local clubs. Winners of those contests then entered in the district-wide competition. There were a total of 25 categories. Judging of the final competition took place during the convention in Jacksonville. The ADDY Awards were later introduced on the national level and have since become one of the most important activities of ad clubs throughout the country.

The first ADDY Awards Banquet was held at the District convention in Jacksonville.

The first organizational meeting was held in Ft. Myers to kick off the Southwest Florida Advertising Club.

1963

The theme of the convention in Orlando was "Advertising Countdown." Nationally prominent speakers discussed the trends, accomplishments and threats to the advertising industry prevalent in the 60s. The more than 200 members of the District who attended the convention took "a sharp swat" at pending state legislation to place a sales tax on advertising. In a resolution directed to the legislators, the Board urged opposition to the bill by saying "Don't kill the advertising goose that is laying the golden eggs of Florida's prosperity." Eight Fourth District clubs participated in the ADDY Awards in 1963. There were 620 entries covering 32 categories.
The national Advertising Recognition Week theme for 1964 was "Advertising is the Voice of Free Choice."
As a public service, the Fourth District furnished a two-column question and answer mat service to all the newspapers in Florida. The purpose of the series was to clarify the role of advertising in a free society and to correct many of the misconceptions about the advertising business. There were 11 advertising clubs in the state as Tampa's Robert Ensslin, head of Ensslin Advertising, became Fourth District Governor in 1964.
The convention, held in Tampa in April, 1964, was beamed towards creativity, and the convention billed as "Creative Forum." In addition to an outstanding lineup of speakers, one of the convention highlights was a Friday evening Roman Costume Ball.
Former District Governors made the news that year. Charles Whitebrook was named a vice president of the American Federation of Advertising at the national convention in June. Dr. Royal Ray was selected for chairman of the Commission on Advertising Education of the American Academy of Advertising during the convention.

"Advertising Pays" was the District convention theme for 1965. Held in St. Petersburg, convention co-chairpersons Betty Sweet and Earl Welde staged a festive "Western Casino Night." Each registrant received a generous supply of bogus money bearing the legend, "Advertising Pays." A western style gambling casino was set up and the one who made the biggest killing, received an all-expense paid trip for two to Las Vegas.
At this convention, Betty Tway of Jacksonville became the second woman Governor in the history of the District.
In 1965, an "Advertising Code for American Business" was officially approved by the executive bodies of the Advertising Federation of America, the Advertising Association of the West and the Association of Better Business Bureaus. The code directed attention to truth in advertising, responsibility of advertisers and advertising agencies, taste and decency, disparagement, bait advertising, guarantees and warranties, price claims, unprovable claims and testimonials.
Mark Cooper, serving as president of AFA at the time, said, "Compliance with the stated principles of the Code cannot help but improve advertising's image and earn greater public respect and believability for this vital force in our nation's economy."
During Betty Tway's administration as Governor, AFA also adopted a resolution supporting the Institute of Outdoor Advertising and condemning the Bureau of Public Roads for suggested criteria regulating outdoor advertising.
The national convention was again held in Miami at the American Hotel in Bal Harbour in 1966, June 11-15. Immediately preceding the AFA meeting, the Fourth District held its annual convention at the Americana on June 10-11.
The Miami convention featured the first national ADDY Awards. Miami radio and television personality Larry King presented trophies to the winners in 19 separate categories. Approximately 4000 entries were entered in total in ad club competitions throughout the country.
Larry made this astute comment regarding the ceremonies, "Of one thing we can always be sure � the winners will always be gracious and humble and the losers will not show up, making it a festive night for all."

CONFESSIONS OF AD MEN AND WOMEN

The year 1967 saw the demise of The Florida Newspaper News and Radio Digest, the publication from which most of the early history of the Fourth District has been obtained. But, fortunately, most of the Governors from that period on have been able to supply us with some information regarding their year in office.
Joseph Fields, Palm Beach, Governor from 1967-68, recalls that was about the time AFA became the American Advertising Federation, bringing the Advertising Association of the West under its umbrella. There were still 11 clubs during his administration.
Earl Welde, of St. Petersburg, followed Fields. There were 10 clubs in the district during his administration with approximately 1000 members in total. They included Daytona, Lakeland, Palm Beaches, Jacksonville, Orlando, St. Petersburg, Tampa, Clearwater, Miami and Ft. Lauderdale. But during Earl's year, and the following year with Chuck Adams as Governor, Tallahassee and Sarasota Ad Clubs were reactivated and again became affiliated with the District.
Earl remembers some notable events, particularly having breakfast with Senator Barry Goldwater at a Washington Legislative convention. At this convention, the Fourth District received a national award for better relationship between advertising and government. Earl accepted the award for John Cummins, then legislative chairman.
The convention in 1969 was held in Jacksonville, and knowing Earl to be a fun-loving guy and somewhat of a prankster, ad clubbers set him up for a gag. As Earl was at the podium getting ready to start the ADDY Awards program, two policemen and a pregnant woman came walking into the banquet hall and headed straight for the Governor. While Earl stood speechless, the policemen asked the woman to identify the man responsible for her being pregnant. She pointed directly at Earl. With that, the two policemen handcuffed Earl and hauled him out of the room. He returned, of course, but was a bit shaken the remainder of the evening.
The Fourth District budget from 1968-1969 was $6450. That year, the District instituted a newsletter called Ad Action, the forerunner of the AdCrafter.
Although Earl has been adjudged "not guilty" of the act related above, he's willing to admit he and Betty Sweet founded the Order of the Yellow Dog, a mythical organization which initiated women into the Fourth District at Board meetings. Only Earl can tell you more about that.
From 1969-70 Dick Foltz of Miami presided as Governor. There were 13 clubs at the time. It was the first year for the Governor's Award to be given during the ADDYs. One was given in each of 10 categories. The Fourth District reinstated scholarships. And it presented an award to Apollo 11 for public service through advertising.
Chuck Adams of Clearwater became Fourth District Governor in 1970, and one of the major issues was whether or not to change Clubs to Federations. The names were changed at the wish of AFA President Howard Bell.
John Cummins of Jacksonville, long held in esteem in the Fourth District and Florida's advertising industry circles, died in 1970 and the District established the John Cummins Government Relations Award in appreciation of his loyal and patriotic work and his responsible leadership in numerous legislative activities. The first award presentation was made at the District convention in Miami in April, 1971.
At that convention, Ned Hubbard, Jacksonville, was installed as Governor. Joe Landers of Tallahassee became Governor in 1972. There were 12 clubs that year in addition to a Miami Junior Club. Gainesville came in during Joe Landers' administration.
The budget for the year was $8,675. There were 337 ADDY Award entries in the state competition and Addy's grossed $17,839.50. It was in this year that it was decided all Fourth District treasurers should be bonded.
The convention was held at the Contemporary Hotel at Walt Disney World, April 27-30. Herb Klein, Press Secretary to the White House, was the keynote luncheon speaker. Other speakers included the Executive Vice President of Marsteller, Inc., the Director of Creative Services for General Foods Corporation, the president of Souther Outdoor Markets, Inc., a vice-president of the Leo Burnett Co. and other notable figures in the advertising world. Past Governor Gary Kerns was a program co-chairman. Glenn W. Turner of Orlando sponsored the Friday luncheon.
Presidents' reports had become part of the agenda at District Board meetings, and in October, 1972, there were 14 Ad Federations listed including Clearwater, Daytona Beach, Ft. Lauderdale, Gainesville, Jacksonville, Miami, Ad II-Miami, Orlando, Palm Beaches, Polk County, St. Petersburg, Sarasota/Venice/Bradenton, Tallahassee and Tampa.
The 1973 convention was held at the Playboy Club in Miami and Dave Bowers of Miami was installed as Governor.
Consumer hearings were being held throughout the state by Attorney General Robert Shevin, and the District Board decided that a member of the Executive Committee should be at each hearing to present the District's position on consumer guidelines and legislative proposals.
This year, it was also proposed that consumers be included in the panel of judges for ADDY Awards. The Advertising Recognition project for the year was a multi-media campaign with the slogan, "Advertising � Value It."
Jack Weldon of St. Petersburg, reigned as Governor from 1974-75 and continued to be active in the District, serving as Executive Director from 1979 to 1984.
There were 14 clubs in the District during Jack's term. That was the year the President's Council was formed and Mike Mucci, then from Ft. Lauderdale, was the first chairman of the Council. The convention was held at the Safety Harbor Spa in Clearwater.
The most memorable event for Jack is the "pie in the face" scenario. Again, ad clubbers set him up � this time with the help of a waitress. Throughout a District meeting in Ft. Lauderdale, a particular waitress would ask Jack to pass food down the table rather than serve it herself. Jack, being the gentleman that he is, thought it rather strange, but accommodated the lady. At the final luncheon, as Jack was sitting at the head table next to AAF president, Howard Bell, conducting the presentation of scholarships, the good woman approached the table with a pie in hand as if to hand it to him, but instead, let him have it right in the face. Howard, afraid it was going to get on him, jumped up and the waitress finished off the cream pie on him. What a way to impress National!
The person behind the stunt has never been caught. However, word was out that it could have been Mike Mucci. One ad clubber's wife felt there should be retribution and took it upon herself to throw a piece of pie in Mike's face.
Pie throwing became a craze. When Jack visited Tallahassee, the same stunt was rigged. But the waitress was confused and asked Jack who should get the pie in the face. He pointed to the fellow next to him and the Tallahassee president got it.
Bill Heaton, of Ft. Lauderdale, followed in Jack's footsteps. We probably remember Bill better than he remembers his year as Governor. About all he can tell us is there were no new clubs and Miami Ad II was dissolved because of internal problems. After further probing, though, Bill did recall that 1975-76 was a year of troubled times for the District and that's perhaps why it's somewhat of a blur, "�a very unglamorous term," he reports. But he does recall that Howard "Who?" installed him with these choice words, "Would you trust this man as you would a used car salesman?"
Marshall Cleaver of St. Petersburg was Governor of the Fourth District from 1976 to 1977, one year earlier than anticipated as Dan Crisp of Jacksonville was due to be installed but resigned because of ill health. During Marshall's administration, the Space Coast Club in Cocoa Beach was chartered. During Marshall's term there was an Ad Tax Committee Chairman in addition to a Legislative Chairman. Community Service was another focal point as were attendance and hospitality at Board meetings. In his 1976-77 Fourth District Directory, Marshall wrote the following, "Advertising people are fiercely competitive, and rightfully proud of their individual accomplishments. The Ad Federation just may be the only place they've ever joined in concert. And when uncommon people have a common purpose, rare things happen."
Ken Goelzer, deceased at the time of this publication, served as governor from 1977-78.
Duane Franceschi took the Governor's chair in 1978, just at the time the advertising industry had gone through a financial crunch due to a slow-down in the economy. Statewide membership was down and some clubs were having trouble staying alive. There were 15 Federations at the time.
The 1978 convention was held in Tampa and the door prizes were fantastic under the convention chairmanship of Walt Rhoads, including a fabulous cruise for two to Nassau on the SS Emerald Seas and ten pound bags of iced shrimp for some lucky conventioneers to take home.
AdCrafter reported that the hospitality suite was well-staffed and stocked, even including a milk bar, complete with ice cream sandwiches, yogurt, orange juice and, of course, milk. Andy Kohut's ADDY presentation featured film clips from the old "Flash Gordon" series with Buster Crabbe and "Star Wars" outtakes.
That year the District began to rebuild again under Duane's leadership. Membership increased from 1500 to 2000 and one new club was added � Southwest Florida. An effort to organize Panama City never materialized.
Mike Mucci followed Duane in 1979-1980, another of our colorful Governors, if only because no one could pronounce his name correctly. Actually, Mike was known as a renegade even back in the days when he was chairman of the first President's Council. He was given the job, I believe, to keep him from making too many waves.
As Governor, Mike got the job he deserved and he put his energies where his mouth was with a year of experimentation and new directions for the District. One of his notable accomplishments was the implementation of a functioning statewide college intern program under the chairmanship of Joe Midulla of Tampa. There was also a statewide public service campaign for Florida libraries. The John Cummins Award, after some inactive years, was awarded to drug store magnate Jack Eckerd. The ADDYs again broke records. Mike initiated the "guest speaker" format at District meetings. Jack Weldon was hired as Executive Director during his term. And the District was officially reinstated as a not-for-profit corporation after years of non-recognition.
There were 16 Federations during Mike's term. No new clubs were added.
In 1980, A Tri-District convention was held in Birmingham, Alabama, with the Fourth, Seventh and Third Districts participating. The districts covered most of the southeastern United States area. The Fourth District celebrated its own installation banquet and it was a highlight of the event. In the words of incoming Governor Gary Kerns, it was probably the first and only time a Fourth District Governor would ever be installed out of state and in a glorified Bonanza steakhouse at that. Gary's installation site may have lacked class � it was in an upstairs room over a downtown western style restaurant � but it didn't lack humor. To top it off, the waitress was a Dolly Parton look-alike. Those of us who attended will never forget Gary Kerns' installation.
During Gary's term of office, club membership grew to 20 with the addition of Ocala, Treasure Coast and Bay Area Ad Club II. ADDY Awards became even bigger, grossing $102,000. Our budget was about $25,000.
Thirty-two students participated in the intern program that year with 15 companies. The "Charlie Award" was instituted in the ADDY Awards program. A new constitution and by-laws was approved. National Club Achievement Awards went to Orlando for Membership, Ft. Lauderdale for Programs, Bay Area Ad Club II for Public Service and Miami for ADDY Awards. Bill Evans, Gainesville, received the national "President of the Year" Award.
For the first time, the District paid some of the expenses of the winning student competition team and faculty advisor to go to the Convention in Washington, D.C. for the national competition. The Fourth District hosted the national AAF Board of Governors meeting in Sarasota in the winter season.
A membership directory was printed and dispersed with a full computer mailing system for statewide members. And the John Cummins Award went to Louis Benito of Tampa. Advertising groups on college campuses grew. There were student chapters at University of South Florida, University of Florida, Florida State University, Florida Southern University, Daytona Beach Community College and Florida International Miami.
Jeanne Morehead, who heads her own advertising agency in Tampa, was the third woman Governor for the District, taking office in 1981, at a convention in Ft. Lauderdale.
One of the highlights of the year was the "Red Neck Weekend" in Ocala which honored District Past Governors. The event was hosted by Gainesville and Ocala, and more than 100 people attended. At the Gator Tail party, past Governor and Mrs. Joe Kelly won the Best Dressed western contest. Past Governors Dick Foltz and Mike Mucci joined Gainesville's Bill Evans in singing an official Red Neck Song composed just for the Ocala weekend. There were Gator Hors d'oeuvres, beer bottle table decorations, and Six Gun Territory gun fighters were on hand to keep the party lively. About 15 past Governors attended and received a Past Governor's medallion from the District.
Some thought had been given to developing an association with Caribbean ad clubs and the first step in this direction was taken during Jeanne's administration. The Governor sought the aid of Spanish-speaking Osvaldo Laino of Tampa, and both made a trip to San Juan, Puerto Rico, to discuss the affiliation of the Puerto Rican club with the Fourth District as there were many interests in common. Puerto Rico did not join that year, but Santo Domingo showed an interest and received their charter at about the time Jeanne went out of office and C. J. Grauel came in. Puerto Rico joined later. Other new clubs added during Jeanne's term were Jacksonville Ad Club II and West Florida. Three college chapters were reactivated: Daytona Beach Community College, Florida Southern College and University of Tampa.
This was the year the Angel Awards came into being. For many years, the District had felt the need for a separate Public Service Awards presentation. Under the direction of Angel Tio, the Angel Awards for Public Service was established and the first presentation was made. The statewide Advertising Awareness campaign was themed, "Advertising, It Works for You" and our statewide Public Service campaign to make parents aware of the importance of seat belts had the slogan, "Belt 'Em." Three clubs, Tampa, Gainesville and Orlando, received National Achievement Awards. And ADDYs grossed $147,000.
A sad event happened during the 1981-82 administration when treasurer Jack Philipps had a sudden heart attack and died several months later. Jack had been active in the District for years and the following term, under the leadership of C. J. Grauel, the Jack Philipps Gold Medal Award was established for persons who have made outstanding contributions in the field of advertising. There were 22 clubs during C. J.'s administration with the addition of new clubs in Manatee County and Puerto Rico. The Manatee group felt the need to form a Federation for those working in Bradenton and broke away from the Sarasota/Venice/Bradenton club.
During C. J.'s term, the first four-color AdCrafter was published and we had the first and last AdCrafter centerfolds. C. J. made a trip to Santo Domingo with Osvaldo and AAF officials to welcome that Federation into the District. And ADDY Awards grossed $141,600. The Fourth District became The Fourth District � Florida/Caribbean.
Fellis Carnley, Tallahassee, followed C. J. from 1983-84, and established the District PAC fund. He set up a Past Governor's Advisory Committee headed by Duane Franceschi, and instituted the vice-chair concept for all committees.
Fellis was also responsible for developing an Hispanic ADDY Awards in the state, and that year ADDY Awards grossed more than $200,000.
The Governor had a goal of 25 clubs, and during his term, Orlando Ad Club II was added, as well as Suncoast in New Port Richey and Space coast in the Cape Canaveral area. Puerto Rico actually received its charter during this administration. There was about a 20% increase in total membership. One of the notable events was a bomb scare at a District meeting in Ocala. Knowing the pranksters of the District, members of the Board had a tongue-in-cheek attitude when a Holiday Inn official came into the District Board meeting and asked the group to evacuate and step outside. But � it was for real. And throughout the night, Holiday Inn officials were combing rooms looking for a bomb which had been placed in the hotel � according to a telephone call.
Fellis now served as the Vice Chairman of the AAF Council of Governors. And that brings us to the current 1984-85 administration of Governor Cal Longacre. Cal has aimed at building the grass roots level of the District � the local federations. Emphasis has been put on educational and informative workshops such as the fundraising workshop and "How-To" manuals for local presidents and committee chairpersons.
Club Achievements have been highlighted this year. Cal has served for several years with the AAF Public Service Volunteerism Committee and is the national chairman this year. He developed a Volunteerism committee for the District.
His pet project has been Club Achievements with cash awards and vacation prizes for the best in the District. The statewide Public Service campaign touched on Child Abuse.
Legislation has been a highlight this year and the District helped to defeat an attempt to ban alcoholic beverage advertising on broadcast stations. It also implemented the first PAC distribution. There are 25 active clubs and possibilities of new clubs in Key West, Jamaica and the Virgin Islands. Plans are being made by First Lieutenant Governor Marti King for a District meeting in Santo Domingo in August of 1985, during her administration.

IN CONCLUSION

This history is anything but complete. In the future, it is hoped that we can add a brief history of each Federation. And perhaps what is here will spark some memories of other events past which can be added at a later date.
But if you have enjoyed the history, or maybe learned something from it � first, you may thank the author because it was a lot of work � and secondly, thank the 1984-85 Governor, Cal Longacre, who browbeat the author into doing it.
The following, written by Cal, sums up the meaning and purpose of the District and the goals it has been striving to achieve over the past 61 years.

THE FOURTH DISTRICT � FOR ADVERTISING EXCELLENCE BY CAL LONGACRE, GOVERNOR

The history of the Fourth District is one that exemplifies those basic elements needed for an organization such as ours to grow and prosper. Continuity is perhaps the most vital concern. It takes six years to progress through the chairs from an additional three years on the executive committee. This continuity provides a wealth of experience and develops solid leadership. Another effort is the appointment of chair and co-chair positions. The appointment of individual chairpersons is the responsibility of the Governor, while the First Lieutenant Governor appoints the co-chairs. Income is vital to support the District officers and chairmanships. Through our successful ADDYs, we have the income to support the District activities, provide quality quarterly board meetings, and provide excellent programs, workshops and material. In essence, this income is actually reinvested in those services we can offer to you through the District. It takes money to be the best.
Communications are important, both in networking and printed material. "How-to" manuals are provided for every major committee and supplemented with "How-to" workshops, such as ADDYs and Angels. Networking is essential among the local advertising federations and that of the District. Ideas and recommendations are continually flowing. Printed communications such as the quarterly AdCrafter and its Interim AdCrafter provide news and information within the District.
Creativity is the business we are in; therefore, we need to utilize creativity in our programs, workshops, reports � in everything. We seek the best creativity in our ADDYs and Angels. We make our quarterly board meetings creative by rewarding the most creative reports. Through creativity we give the membership more than they expect.
Incentives are an effective motivation to bring out our best. The ADDYs originated in the Fourth District by Charlie Whitebrook. The ADDYs are an excellent source to recognize creative excellence as well as being a profitable fundraiser. "Charlies" are named after the ADDY founder, Charles Whitebrook, and given to the highest scoring entry in a category. Club Achievement is an effective incentive which develops the local advertising federation in eight categories: programs, government relations, advertising education for the profession, educating the public about advertising, membership, public service, volunteerism and publications. Individual recognition at the District level includes the John Cummins Award for outstanding legislative and community efforts. The Jack Philipps Award (The Gold Medal Award) recognizes men and women in the Fourth District who have made outstanding contributions to advertising and who have been active in furthering the industry's standards, creative excellence and responsibility in the areas of social concern. The Angel Award is presented to the individual for outstanding contributions to public service.
Last, but not least, is positivism. Negativism is always prevalent; however, the Fourth District officers rule with positivism. We strive to serve the membership by building local advertising federations, continually refining the District's projects and involvement, and actively participating with the American Advertising Federation. Every effort is made to subdue the negative by keeping positive in everything we do.
I'm grateful for the opportunity to serve as your Governor for the 1984-85 term. The camaraderie of this District produces a family relationship, which draws us together to share our successes, failures and aspirations.
May this family always prevail in the Fourth District.

ADDY AWARDS, A BRIEF HISTORY BY PAST GOVERNOR GARY KERNS

The ADDY Awards originated in 1960 in District Four (Florida and Caribbean) of the Advertising Federation of America (AFA) as it was identified at that time. That year, a separate organization, the Advertising Association of the West (AAW), was running its 10th Annual "Best in the West" Competition.
Charles Whitebrook, former Fourth District Governor and active member from Miami, began to put together the ADDY Awards as a means of fundraising in Florida and to recognize creative excellence. Those early years of ADDY Awards were filled with the energy and work of streamlining categories, arriving at judging criteria and encouraging all member clubs to participate. Those early leaders included Joe Landers, Ned Hubbard, Jack Weldon, Dave Bowers and Gary Kerns.
The first National American Advertising Federation ADDY Competition was held in 1965. That was a direct result of the success that was generated by the organizers within the Fourth District, Florida, which as a District is recognized as the founders and leaders of ADDY Awards. The first national competition brought together the ADDYs and the "Best in the West" into one awards program and reflected the merger of the AFA and AAW. Today, we are the American Advertising Federation. The ADDY Awards Competition remains one of the most important programs AAF conducts annually because it honors excellence in advertising achievement on a local, district and national scale.
In 1980, under the Governorship of Gary Kerns, the District presented the first "Charlie" Awards in honor of Charles Whitebrook. The "Charlie" is presented to the District entrant receiving the highest score in the overall category divisions.
To be chairman of the District ADDY Awards is perhaps the most important committee responsibility in any given year, as is that same chairmanship in the local Federation. Interesting sidebars: In 1961-1964 there were eleven local clubs in the District. Each club sent its entries to another club for judging, or brought in judges to their city from outside the local market. Clubs generally exchanged entries with a club of the same general market size.
During 1964-67, the entries were sent to one central judging city, and out-of-state judges did both the local judging and the district judging at one time. Who could ever forget the judging at the Daytona Plaza Hotel or at Hialeah Racetrack? From 1971-73, judging was done by out-of-state judges and also by a separate jury of local consumer judges. These were the difficult years. No one could ever understand the tallying it took for all those judging sheets. Consumer scores did not affect winners. From 1974 to present, judging is done by a panel of at least three judges representing creative professionals (art/design, copywriting, executive managerial with a broad background in all media). It was this 1974 ADDY Awards, chaired by Gary Kerns, that brought about the streamlining and incorporation of past experiences into the first fully coordinated District ADDY Awards and new rules that would later be incorporated into the standard for National and what would become the "ADDY Guidelines" that are in practice today.

THE FOURTH DISTRICT GOLD MEDAL AWARD BY 3RD LT. GOVERNOR BOB PACE

The purpose of the Gold Medal Award is to recognize men and women of the Fourth District, AAF, who have made outstanding contributions to advertising and who have been active in furthering the industry's standards, have shown creative excellence and demonstrated responsibility in areas of social concern.
The first Gold Medal was presented to Mrs. Jack Philipps in memory of her late husband who was active for many years in the Fourth District and exemplified the Award's criteria.
Nominations for the Gold Medal Award may be made by any member in good standing and are to be submitted at the regular third quarter District Board Meeting. Nominations are then reviewed by the District Governor and the executive committee who serve as the Gold Medal jury. The jury may elect to award more than one Gold Medal in any given year or none. The Gold Medal Award is presented during the annual Fourth District Convention.

THE ANGEL AWARDS BY 2ND LT. GOVERNOR ANGEL TIO

As the ADDY Awards were established to observe creative excellence in advertising, the Angel Awards were developed to recognize creativity and excellence in public service.
Agencies and media have long participated in creating public service messages. It is the industry's contribution to the communities in which advertising professionals work.
For years, Public Service was a stepchild of the ADDY Awards. It was a part of the ADDY program, but never fully received the recognition it deserved.
The Fourth District established the Angel Awards in 1981, believing that Public Service performance was strong enough to stand on its own, and the competition has been growing every year. It has been tried on a national basis, but was not successful and was dropped.
Materials submitted must meet the following definition: Public service advertising is that which enlists voluntary public support or action in the solution or remedy of local, regional or national problems of common or general interest of concern.

THE JOHN CUMMINS GOVERNMENT RELATIONS AWARD BY PAST GOVERNOR FELLIS CARNLEY

John Cummins was extremely active in advertising industry circles, not only in Jacksonville, but in Florida and throughout the nation up to his untimely death February 12, 1970. For eight years he served as a member of the Board of the Fourth District. He was co-chairman of the Legislative Committee. John also was named to serve as the first chairman of the National Legislative Committee of the American Advertising Federation, 1968-69.
In 1969, John Cummins received the Robert M. Feemster National Award from the American Advertising Federation for his outstanding legislative program for the Fourth District. He was recipient of the Printers' Ink Silver Medal Award for his contribution above and beyond his sales management duties. The John Cummins Award is presented annually to an individual company, new medium or an organization for outstanding accomplishment in promoting understanding and dialogue between government and citizenry. It is open to all Floridians interested in preserving and perpetuating a better understanding of government and a more informed public.

THE HISTORY OF THE FOURTH DISTRICT AAF STUDENT ADVERTISING COMPETITION BY DR. JIM TERHUNE, UNIVERISTY OF FLORIDA COLLEGE OF JOURNALISM & COMMUNICATIONS

As the AAF National Student Advertising competition moves into its thirteenth year, the Fourth District is still in search of a first place finish nationally.
The 1985 winner in the Burger King competition at the district level was the University of South Florida, which also won in 1976, 1977 and 1978.
The University of Florida maintains its lead in the series with victories (6) in the first competition in 1973 and again in 1975, 1979, 1982, 1983 and 1984.
Florida also holds the distinction of the highest national finishes, with a second (1973) and fourth (1983).
Other winners and clients in the series include:

• 1973 Florida (Cellarmasters Wine)
• 1974 Florida State (AMC-Buyer Protection Plan)
• 1975 Florida (Sinutab)
• 1976 South Florida (Toyota)
• 1977 South Florida (Frito-Lay Rold Gold)
• 1978 South Florida (Sprite)
• 1979 Florida (Wella Balsam)
• 1980 Florida State (Nabisco)
• 1981 Florida State (Coors)
• 1982 Florida (Corning Glass)
• 1983 Florida (Maxwell House)
• 1984 Florida (Tandy/Radio Shack)
• 1985 South Florida (Burger King)

Team advisors Dr. John Sutherland (Florida) and Dr. Bill Fudge (South Florida) each have fielded four winning teams.

FOURTH DISTRICT AAF INTERNSHIP PROGRAM BY 1ST LT. GOVERNOR MARTI KING

Initiated by Tampa Ad Federation President Joe Midulla, 1979-80, the Internship Program is a way for students to gain practical, on-the-job knowledge and experience by actually working part time in advertising.
Members of the Fourth District provide the job and the training. Students are required to work 100 hours on the job, usually in a period of 8-12 weeks, working from 8 to 12 hours each week. Working under the supervision of experienced advertising professionals, duties during internship may include writing copy, assisting in production, making client or sales calls, and working in media or traffic.
The intern's "pay" is the opportunity to work with professionals, possible college credit for the 100 hours, a certificate of completion, and the opportunity to gain invaluable experience on the job.
Students must major in advertising, be in their senior year of college and a member in good standing of a college AAF chapter.
The student internship program has a short history, and lack of awareness on the part of the business community has been part of the problem in its implementation. More and more we find that the colleges and students are eager to be included in this type of program, and the industry reaps the benefits by having young people enter the job market with at least some experience. One of the future concerns will be to develop an awareness program to acquaint business with the value of the program.