At a time when some associations are struggling for relevance, the American Advertising Federation has added new corporate members and is looking to burnish its image with a new reality TV show and a presence on Facebook and Twitter.

James Edmund Datri, CEO the American Advertising Federation wants to improve the industry's image. He spoke to a breakfast meeting and "State of the Industry" luncheon hosted by the Cincinnati Ad Club. The lawyer and former Democratic congressional staffer and lobbyist has had to make changes fast. When he came on board in November, Mr. Datri said the group had a $500,000 budget deficit and about a month of operating expenses in reserve. In response, he said the group reorganized, instituted purchase orders, "made a slight reduction" in staff, cut pay 15% at the VP level and above

The Reality show

Mr. Datri said he's in talks about turning the AAF's National Student Advertising Competition into a reality TV show, to give both students and the general public a better idea of what the industry actually does.

"One of the issues we have when it comes to public policy is that people don't have a very good perception of us," he said. "I want the public to see that advertising is so much more than [Madison Avenue], and I think by showcasing NSAC on a reality TV show, we're going to generate a positive perception of our industry that could really be a game changer."

Despite the recession and revenue reductions for the group, Mr. Datri said the AAF has had a net gain in corporate members on his watch.

AdAge.com