Valley Advertising Federation

History of the Valley Advertising Federation

In 1981, the advertising community in the Valley was suffering from a general lack of professionalism. It was running rampant throughout the market. The business community likened advertising people to the unscrupulous used car dealer types. A local city government had just banned new construction of outdoor posters and bulletins. That decision affected the entire advertising community but Lamar Outdoor had to fight the battle alone. The Texas legislature was talking about instituting a state tax on advertising. Seldom, if ever, was a kind word of appreciation given to the good creative work being done here. Many media representatives were selling their media by unprofessionally cutting down their competition.

It became painfully obvious to us all that we shared many of the same problems, so it stood to reason if enough of us banned together, maybe we could do something about it. A letter outlining these problems, was sent to all advertising companies in the Valley, asking them to attend an organizational meeting. That first meeting was in January 1982 and was held at the Sheraton Hotel in Harlingen. Sixty-five Valley ad professionals showed up to that meeting to discuss the options available to us. It was agreed that we would progress with some type of professional organization aimed at correcting the problems and improving the image of the industry.

During those next days, while trying to hash out the details of the organization, Chuck Fellers, from KELT-FM (now KFRQ), suggested we look into the American Advertising Federation. Chuck had been an AAF member in another part of the country and said the AAF goals were much the same as our own. A call to AAF headquarters in Washington confirmed not only was there a national organization committed to the same goals that we were committed to, but that we didn't have to reinvent the wheel as they had all the organizational materials we needed to get a club started!

A second meeting was held in February 1982, and using a speaker phone set up in the hotel meeting room our Valley group spoke directly to the AAF Washington office. After that conversation, the group elected a slate of Officers and Directors to investigate the situation further.

In March 1982, the board met with members of the American Advertising Federation's 10th District covering Arkansas, Louisiana, Oklahoma and Texas. Past 10th District Governor Ed Stern and later to be Governor Don Sitton, both past Presidents of the Corpus Christi Advertising Federation, came to the Valley and met with the VAF Board. They gave us an in depth overview of the AAF and the benefits associated with joining, and then recommended that we send an observer to the 10th District Convention being held in Tulsa, Oklahoma in April. The Board sent President Rick DeJulio to observe. Upon his return and subsequent report, the group voted to formally establish the Valley Advertising Federation and the VAF was formally organized with 65 original members in April of 1982. The VAF was officially voted in as an affiliate member of the American Advertising Federation by the AAF Board Of Directors in June, 1982 at the AAF National Conference in Atlanta, Georgia.

First Board of Directors - February, 1982

President Rick DeJulio, Texican Communications
1st Vice President David Lykes, KGBT-TV
2nd Vice President Chuck Fellers, KELT-FM (now KFRQ)
Treasurer Bernie Wheeler, Lamar Outdoor
Secretary Carolyn Patterson, Advertir
Membership Warren Kininmonth, WK & Associates, & Rod Hayes, The Monitor
Public Service Ray Alexander, KRGV-TV & Tom Sammons, Fiesta Magazine
Government Mike McPeak, RGP Printing
Education Sonia Perez, Southwestern Bell
Fundraising Joannie Harrison, C.R. Anthony's
Public Relations Bob Johnston, T.S.T. I.
Newsletter Mark Smith, Advertir