Off My Chest: Inside the 2025 AAF Advertising Hall of Fame
Above: 2025 AAF Advertising Hall of Fame inductees, and members of AAF. Front row seated: Rishad Tobaccowala; Linda Boff; Gülen Bengi (representing Mars, Corporate Inductee); and Lisa Sherman. Back row standing: Ross Martin (vice chair, AHOF Council of Judges); Jack Bamberger (AAF board chair), Raja Rajamannar, Alex López Negrete, David Lubars, John Hayes, Dennis Troper (husband of the late Susan Wojcicki); Kim Kelleher (chair, AHOF Council of Judges); and Steve Pacheco (AAF president and CEO). Photo Credit: Akintayo Adewole / DRKR PXLS.
On Thursday night, April 24th, the American Advertising Federation hosted the ‘Biggest Night in Advertising’, the induction ceremonies for the 2025 Advertising Hall of Fame. Eight legendary leaders, along with one corporate icon, were inducted. They are as follows:
- Linda Boff, CEO of Said Differently and former global chief marketing officer at General Electric.
- John Hayes, former chief marketing officer at American Express.
- David Lubars, former chief creative officer at BBDO Worldwide and Chairman BBDO North America.
- Alex López Negrete, president, CEO and co-founder of Lopez Negrete Communications.
- Raja Rajamannar, chief marketing and communications officer at Mastercard.
- Lisa Sherman, president and CEO of The Ad Council.
- Rishad Tobaccowala, former chief strategist and growth officer at Publicis Groupe.
- Susan Wojcicki, the late CEO emeritus of YouTube. Wojcicki was also presented the David Bell Award for Industry Service. Wojcicki died in August 2024 following a two-year battle with lung cancer.
- Mars, Incorporated was named the corporate inductee.
To mark the occasion, LBB reached out to this year’s honourees to reflect on their careers and share the lessons, campaigns and moments that shaped them. Part one of this two series focused on the lessons from their storied careers that had stuck with them. Today, in part two, we are focusing on creativity, media and offering a chance for them to get something off their chests.
A summary of these reflections follows. LBB’s Addison Capper curated the conversations.
Creativity as a Business Problem Solver
Linda Boff> Fun question! When GE was developing the Industrial Internet, no one thought of us as a software company. We needed to change perception in order to entice customers and to hire hundreds of software engineers. With help from the team at BBDO and fellow AAF Hall of Fame honoree David Lubars, we created a campaign where ‘Owen’ had to explain to his bewildered parents and skeptical friends that he was going to work on software at GE. It was the perfect use of self-effacing humour and literally overnight, the resumes started flowing in!
John Hayes> American Express isn’t the world’s biggest financial services company. It doesn’t have the war chest of some of its competitors. It doesn’t always have a dominant share of voice. Amex has had to consistently find creative ways to punch above our weight. To stand out from the crowd and capture a disproportionate share of mind and heart.
‘Shop Small and Small Business Saturday’ was conceived to demonstrate the resounding AEXP commitment to local community retail businesses. And what better way to launch this new initiative than on the day after the biggest Big Box retail moment of the year - Black Friday.
So Small Business Saturday was born.
And from that acorn, the oak tree of Shop Small has grown to become one of Amex’s most powerful, enduring and valuable marketing assets. An asset that has consistently rewarded card members and merchants alike.
And continues to reinforce AEXP’s mission to be the world’s most special and respected service brand.
David Lubars> It would be easier to give an example where I didn’t use creativity to solve a business problem. And now that I think about it, I can’t think of one.
Gülen Bengi (on behalf of Mars, Incorporated)> To be a global leader in snacking, food, and pet care, Mars is constantly and creatively reimagining how our brands show up in the world. Take for example what we’ve accomplished in the gum category with our iconic brands like ORBIT, EXTRA, FREEDENT and YIDA. With over 100 years of experience making and selling gum, we’ve literally written the playbook on it. When the category faced headwinds during and after the covid-19 pandemic, we responded by launching the Chew Good brand platform. This platform redefined gum not just as a breath freshener, but as a tool to help people recenter and reset — a small act of self-care. We’re never satisfied with the status quo, leading to a culture of innovation and creativity. We’ve seen gum reinvent itself with every generation — from a symbol of rebellion in the ’50s and ’60s to a modern tool for focus and performance among gamers — and this is the next stage. Through Chew Good, we’re continuing to stay culturally relevant and shape the future of gum to ensure it remains meaningful for generations to come.
Changes in Media
Tara Walpert Levy (on behalf of the late Susan Wojcicki)> At Davos, addressing the challenge of misinformation, Susan stated, "I think there'll always be work that we have to do because there will always be incentives for people to be creating misinformation." She emphasised the ongoing effort required to stay ahead of misinformation and maintain public trust in media platforms. In an age of AI, that challenge will only get bigger.
Rishad Tobaccowala> Everyone today has the capacity to be a media company due to a combination of tools of creation including generative AI and tools of distribution from TikTok to podcasts to Substack.
Most marketers have failed to see that what they call influencer media is many times bigger than what we refer to as mainstream media and is often more trusted.
This has major implications on how brands will be built in the future and also will increase the importance of trust.
Something to Get Off Their Chest
Tara Walpert Levy (on behalf of the late Susan Wojcicki)> Prior to her passing, Susan wrote a farewell message emphasising the importance of cherishing the present. She shared, "Probably the most important lesson I have learned is just to focus and enjoy the present! Life is unpredictable for everyone, with many unknowns, but there is a lot of beauty in everyday life.
Alex Lopez Negrete> My response is less ‘getting something off my chest’ and more of making a comment that I believe is timely and salient: like many, the AAF is where I found my footing in this industry. It’s where I made life-long friendships. And where I learned that in this business (like in any, I guess), you get back what you put in. I am fortunate I learned this very early in my career. Having said this, I am equally proud of being part of a thriving, talented, resourceful Hispanic advertising industry. We are a band of brothers and sisters, long united by the purpose of marketing to this incredible Latino community in relevant, innovative, effective ways. This community transcends agencies, media, and production entities. Being the seventh Latino inducted into the AAF Hall of Fame fills me with immeasurable pride. Yet, considering the longevity and extraordinary talent within Hispanic advertising, we should have reached double-digit inductees by now. My hope is that we'll accelerate recognition for those who deserve this honour as much as - if not more than - myself. These individuals aren't just exceptional Latino professionals; they're advertising luminaries whose contributions have shaped our entire industry.
Raja Rajamannar> I am truly honoured to be inducted into the Advertising Hall of Fame alongside some of the greatest minds in this field. But for me, the work is far from over.
When I first entered marketing, it was considered one of the most prestigious professions. Over time, though, some of that luster began to fade. Marketers became increasingly focused on capturing attention however they could, often in ways that felt disruptive rather than creating meaningful connections with customers. Even the 4Ps of marketing–which we once believed were unshakable – began to feel outdated. As a result, marketing’s influence diminished and, in many ways, was pushed to the sidelines.
But today, I genuinely believe we are living through the best moment in the history of marketing. Technology has given us tools we could once only dream of–tools that empower marketers to rise to the top and make the impossible possible. We now have a real opportunity to reclaim the gravitas we once had.
When done right, marketing isn’t about intrusion – it’s about crafting meaningful moments that people want to engage with. It’s about striking a chord on a deeper, emotional level. And when we find the right balance of creativity, human empathy and the power of technology, we unlock something truly extraordinary.
The road ahead will no doubt bring challenges, but I’m energised by the possibilities. We must keep pushing boundaries, keep listening and keep evolving. After three decades in this field, I’m more passionate than ever - and I have absolute faith that the future of marketing is incredibly bright.
