Eduardo Caballero – AAF Mosaic Award Honoree.

The American Advertising Federation (AAF) announced the honorees of its second annual Mosaic Awards, the industry’s award program celebrating extraordinary achievements in diversity and multicultural advertising and marketing. The awards recognize those companies that demonstrate the spirit of the AAF’s “Principles and Recommended Practices for Effective Advertising in the American Multicultural Marketplace.” Individual Mosaic Awards honor industry trailblazers who have contributed substantially to the ability of American companies to reach multicultural consumers.

Corporate Mosaic Award Honorees
* American Family Mutual Insurance Company for Multicultural Marketing and Advertising
* McDonald’s Corporation for Multicultural Marketing, Advertising and Diversity
* Pepsi-Cola Company for Multicultural Marketing and Advertising

Individual Mosaic Award Honorees
* Eduardo Caballero, chief executive officer, Caballero Television & founder of Caballero Spanish media, who promoted growth of Spanish-language broadcast advertising.
* Clarence O. Smith, president emeritus & co-founder, ESSENCE Magazine, who essentially created the advertising market aimed at African American women.

“The corporate Mosaic Award winners demonstrate, in exceptional ways, the tenets of AAF’s Principals,” said AAF President and CEO Wallace S. Snyder. “Their corporate case studies presented during the rigorous application process proved that when companies embrace multicultural consumers, the results are win-win.”

The Mosaic Awards are a program of the AAF Mosaic Center on Multiculturalism, which is lead by Heide Gardner, executive director. “It will be an honor to salute Mr. Smith and Mr. Caballero, whose legendary contributions have helped shape what we now call multicultural marketing.”

The awards luncheon will be held September 13, 2002, at the Ronald Reagan Building and International Trade Center in Washington, D.C., in conjunction with the AAF’s Mosaic Multicultural Expo.

In addition to the awards, the Mosaic Multicultural Expo will promote networking opportunities and business alliances for advertising. Exhibitors for this advertising-specific expo will include small and disadvantaged businesses, minority owned agencies and media, national advertisers and federal government agencies. This trade show will also facilitate increased federal subcontracting opportunities for small and disadvantaged businesses.

For more information on AAF Mosaic Center on Multiculturalism programs, contact Heide Gardner, executive director of the Center and senior vice president-multicultural strategies and programs, at (202) 898-0089. For luncheon or exhibit opportunities for please call 1-800-835-9946. For tickets, please visit www.aaf.org.