I'm deeply honored to be here to accept this award
on behalf of American Airlines and our partners at Temerlin
McClain, Liener Temerlin and Dennis McClain. This evening
is important to me, not because of what we as marketers
and advertisers have done. But for what we can do.
At American Airlines, we like to think that advertising
represents a promise - an inherent truth about the product
that customers can acknowledge and trust to always be
there. And out of that promise - that truth - can come
brand loyalty that, if nurtured, will last a lifetime.
After all, this is what makes people feel good about
what they buy. And they will … if they feel they're
not just buying a product, they're buying a promise.
That's why we, as advertisers and marketers, must do
more that just hold a mirror up to our products. We
must create an image - a brand image of what our promise
means. Consider this:
When you hear "Waaa-sssuuup?" Are you having
a beer or bonding with a friend?
Is it a loud, out-of-tune motorcycle … or a Harley?
Are you catching a plane … or pursuing a business
Are you catching a plane … or setting off on vacation?
What I'm saying is, we have a powerful influence on
the way people see things … see others … and
in some cases, see themselves. Especially younger people.
Because by design, people derive an image of themselves
and others from our work, from our promise. So we must
never forget the responsibility we hold. And how important
it is to guide those following in our own footsteps.
This is why the work of the Advertising Educational
Foundation is so important to our advertising and marketing
community. By supporting advertising education and cultivating
the best and brightest from our colleges and universities,
we're ensuring the future quality of advertising and
marketing. And … the responsibility of our industry.
So if I were to "brand" the AEF … I
would position it as … not just another ad organization,
but as professionals working together to make sure our
industry keeps its promise to be responsible.
So thank you, AEF, for the promise. And thank you -
on behalf on American Airlines and my partners at Temerlin
McClain - for this award.