By Robert Goldrich

Watching a NCAA basketball tournament game and playing billiards at a restaurant/bar might not sound like the most socially progressive evening. But it was this past Thursday (3/17) since it took the form of a St. Patrick’s Day fundraiser in Santa Monica for Southern California’s Advertising Industry Emergency Fund (AIEF).

    Established some 30-plus years ago, the AIEF is a volunteer organization consisting of advertising people brought together to help their colleagues in times of life crisis. If an ad industry artisan has exhausted his or her personal assets and is unable to work due to a catastrophic illness, other medical emergencies, an accident or some form of major life crisis, the AIEF is there to lend a helping financial hand.

In addition to financial assistance, the AIEF provides referrals to other resources and individuals who have specific expertise that can help those in need move forward and get back on their feet. The AIEF calls itself “the safety net” for advertising industry professionals. But so that net can continue to be in place, the organization holds fundraisers, elicits donations and recruits volunteers.

Also, if your company participates in an annual United Way drive, you can designate the AIEF as your charitable organization of choice to receive funds.

Since 1972, the AIEF has granted nearly $2 million in emergency money to individuals in the Southern California advertising community. Confidential loans can also be arranged for qualified individuals who have been employed in the industry for at least one year, or absent from the industry for no longer than a year. Retirees can also qualify for assistance. Priority is given to medical emergencies, but other emergency situations are also considered.

“None of our beneficiaries ever thought that they would need AIEF. We hope that none of us ever do. But should that need ever come about, we plan to be here ready and willing to help in whatever way we can,” said AIEF president Pamela McCarthy, VP/director of human resources at DavisElen Advertising, Los Angeles.

Other AIEF officers include first VP Mike Brown of KTLA-TV, executive VP Darlene Hayman, treasurer Adam Goldman of TBWA/Chiat/Day, Los Angeles, secretary Larry Steven Londre of Londre Marketing Consultants/USC/CSUN/Pepperdine University, and chairman Steve Brodhead of SNAP.

AIEF directors include Wayne Aaronson of TV Guide Television Networks, Mary Lee Berglund of The Berglund Group, Jan Caplan of Kinetic Integrated Marketing, Jason Elliott of Hotelevision Networks, Jennifer Ervin of National Cable Communications, Rich Kagan of Wingman Media, Jacki Leigh of American Artist, Dominique Nunez of KTLA, Mark Pinto of KNBC-TV, and Sam Randazzo of Local TV Network.

Advisory board members are Bob Charney of Mosaic Advertising & Marketing, John Clark of CBS 2/K-CAL 9, Chris Corr of KMEX-TV, and Kathryn Kennedy of DavisElen. AIEF executive director is Sharon Benoit of Broadcast Ink.

    If you are aware of someone in the Southern California ad community who is currently experiencing an emergency or crisis-related need, suggest to them that they contact AIEF. For info, log onto www.aief.org or call (818) 541-1686.

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