BRIDGETOWN, Barbados - The Caribbean Advertising Federation, (CAF), is the only non-American territory chapter of the American Advertising Federation, (AAF). CAF was established in 1997 by Terri Brown in St. Thomas to promote the well-being of advertising through a grassroots network of advertisers, agencies, media companies and educational facilities to help build the Caribbean economy. CAF also strives to assist member companies to grow their businesses within their national borders and to be recognized for superior work outside the region.
CAF accomplishes this through the annual advertising creative competition, the AAF ADDY Awards. The ADDYs recognize the best advertising across the US and the Caribbean to stimulate new creative and appreciation for the industry. The ADDY competition supports the entire profession, focusing attention on the high of level talent available in the region in all levels of advertising categories. This includes film producers, musicians, graphic designers, photographers, creative directors, social media experts and public relation specialists.
"The advertising industry is a major source of employment in the Caribbean," says Renae Quinton, president of CAF. "The more awards the Caribbean Federation (CAF) wins the more we are able to showcase regional talent and forge new partnerships with the world's largest advertisers."
It is estimated that over $400 billion (KantarMedia) was spent worldwide on advertising in 2011; fifty per cent of the top 10 corporate advertising budgets have significant presence in the Caribbean. Advertising is a creative industry that has a strong presence in the Caribbean region.
In 2012, CAF submitted the third greatest volume of entries out of 21 advertising federations in Florida and had an impressive number of winners. "Talent in the Caribbean is second to none. Several CAF ADDY winners have achieved national recognition, gaining them new huge exposure and clients," explained Terri Brown, CAF ADDY chairperson.
The ADDY award program has three progressive tiers. The first tier is just about to come to a close on January 20th, 2013. This is where all creatives across the Caribbean are invited to submit their best advertising work to the CAF chapter. This competition is open to all types of creatives, from a single freelance designer to a 100 person advertising agency, to a marketing manager in a corporate department or industry supplier. All are welcome to enter
or facebook.com/CAFADDY) once they are members of the Caribbean Advertising Federation. Winners at the local level progress to tier two to compete with winners from Florida. District winners are then sent to compete in the final phase of the competition at the National ADDY level. CAF has had numerous District ADDY winners and two National ADDY winners in past years.
Selection of the most creative entries in each category is done by a panel of experienced international judges in St. Thomas USVI. A GOLD ADDY is recognition of the highest level of creative excellence and is judged to be superior to all other entries in the competition. Entries that are also considered outstanding and worthy of recognition receive a SILVER ADDY. Highly coved "best of category" awards are given for print, radio, TV and Internet.
The CAF has grown each year since its inception in 1997. In 2013, it is the goal of the CAF to be the largest award winning chapter across the North America, further demonstrating the strength of creative talent in the Caribbean.