153. Steve Pacheco, President and CEO of AAF, on Inspiring the Next Generation, Advocacy, and Staying Ahead of Industry Trends
Update: 2025-08-21
Description
How do associations support an industry as fast-changing and influential as advertising? How can associations nurture the next generation of professionals while advocating for policy that protects the industry?
In this episode of Associations Thrive, host Joanna Pineda interviews Steve Pacheco, President and CEO of the American Advertising Federation (AAF). Steve discusses:
- The four pillars of AAF’s mission: education and lifelong learning, events and recognition, advocacy and government affairs, and diversity, equity, and inclusion.
- The Mosaic Center and its 30-year commitment to DEI in the advertising space.
- The strength of AAF’s multilevel membership: students, professionals, and corporate members like Google, Meta, and TikTok.
- AAF’s student engagement efforts, including the National Student Advertising Competition (NSAC) and the Most Promising Multicultural Students program.
- How AAF pivoted during the pandemic, replacing 33% of live event-driven revenue with virtual programs and strengthening club communications.
- AAF’s strong focus on workforce development and real-world student education to address industry recruitment gaps.
- The AAF's leadership in government affairs, including opposition to ad taxes and engagement with lawmakers on AI, privacy, data usage, and advertising to children.
- AAF’s advocacy in a fragmented policy environment—federal, state, and international—where lawmakers often lack understanding of the advertising ecosystem.
- Why Steve believes the advertising industry is undergoing the most dynamic transformation in 50 years, and how AAF is helping members adapt and thrive.
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