Building Tomorrow's Talent While Navigating Today's Disruption: AAF's 2025 Impact Report

John McCarthy
Feb 20
3 min read

Advertising drives 20% of the U.S. economy. That's $10.4 trillion in total output, supporting nearly 1 in 5 American jobs. Every $1 million spent on advertising creates 59 jobs across media, production, strategy, and creative roles.

The Inland Empire economy runs on this ecosystem. Major IE corporations such as Stater Bros., ESRI, and Monster Beverage Corporation rely on effective marketing and advertising to compete nationally. Our logistics, healthcare, and education sectors need advertising to attract customers and talent.

The American Advertising Federation's 2025 Annual Report shows how this ecosystem works and how Inland Empire professionals can tap into national resources that strengthen careers and businesses.

Why the American Advertising Awards Matter for the IE

The American Advertising Awards received 22,711 entries in 2025—17,194 professional entries and 5,517 student entries competing across 115 local competitions, advancing through 15 district rounds, with only the best reaching the national level.

It's statistically one of the most difficult creative honors to receive in American advertising.

For IE businesses and marketing professionals: National recognition levels the playing field. Whether you're an in-house marketing team, an independent agency, or a brand manager, awards prove your work competes at the highest level regardless of location. Our lower overhead means IE professionals can produce award-quality work at competitive costs. Recognition validates that quality.

Awards aren't vanity metrics. They're proof points when recruiting talent, evidence in budget discussions when leadership questions marketing investment, and competitive advantages when your work gets recognized alongside major brands.

For students: The student competition gives graduates a way to build professional portfolios by having their work judged against national standards. They're not showing classroom projects—they're showing ADDY Award-winning work that opens doors to full-time employment. 5,517 students competed nationally in 2025. Those who won started their careers with proof, not just potential.

The Awards celebrate creative excellence and prove your work competes at the highest level. Even if you don't win, the discipline improves your work.

Developing Talent You Can Actually Hire

The AAF connected 1,000+ students to real advertising challenges through the National Student Advertising Competition in 2025. Fifty students were inducted into the Most Promising Students Program, gaining direct access to agencies like Wieden+Kennedy, Google, Dentsu, and The Trade Desk.

We have universities. We have students interested in marketing careers. What we lack is a systematic connection between education and industry. AAF's student competitions create that connection.

Whether you're a marketing director at a Fortune 500 company, running an agency, or building a startup, you can develop local talent or keep importing expensive coastal professionals. AAF provides the framework to do the former.

National Resources, Local Access

AAF's Board includes leaders from Omnicom, Indeed, Google, Meta, The Trade Desk, Ogilvy, and NBCUniversal. The Inland Empire Chapter brings these national programs and connections to our region.

The chapter operates entirely through volunteers—no paid positions. This creates opportunities for professionals at all career stages to develop leadership skills while strengthening our regional marketing community. If you're interested in contributing, we'd like to hear from you.

What's in the Report

Download the complete AAF 2025 Annual Report to see economic impact data you can use in presentations to leadership. Review the five-year strategic plan focused on Growth, Leadership, and Member Value. Your input shapes whether future programming serves emerging markets like the Inland Empire or optimizes for established coastal cities.

Join the Conversation

The Inland Empire Chapter exists to make national resources accessible locally. We're building talent pipelines, creative standards, and professional networks that strengthen our region's business community.

Download the report. See where your work fits. Identify which programs could strengthen your team or career. And, if you are not a member of the AAF, become a member today and consider becoming a member of the board.

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Questions? Contact John McCarthy, President, Inland Empire Chapter Email: HelloJohnMcCarthy@Gmail.com Phone: (909) 263-0454