August 20, 2007

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AAF, Xtential "Invite You to Visit the One Place Where Every Voice Matters"

New Web Site Design Features Streamlined Content and Accessibility

WASHINGTON, D.C.—At the culmination of a year of creative teamwork, the American Advertising Federation (AAF) and Xtential Corporation launched today the newly redesigned Web site The overall enhanced design of the site promotes AAF’s role as a national grassroots organization that unifies the diverse voices of the advertising community. The AAF previously worked with Xtential in 2000 to recreate the original Xtential also designed and developed, the virtual museum for the Advertising Hall of Fame.

In addition to modernizing the site’s look, the primary goal in reinventing was to create technical solutions that would streamline the function and structure of the site. Using Google Analytics' performance reports, Xtential was able to identify the site’s top content sections and pages and top entry and exit points to analyze what visitors were looking for. The ADDY® Awards, along with membership and student/education programs were most visited. To reflect this, Xtential attempted to condense, clarify and focus the site architecture to facilitate quick access to major topics and interests.

"The fruit of our collaboration is a site that is extremely robust, adaptable and scalable," said Daniel Chaparro, creative director, Xtential LLC, of joint redesign efforts with the AAF. "It strikes the perfect balance of utilizing best practices in Web design, visual appeal and communication for the user base and site functionality. It meets the current needs of the AAF and will continue to do so for years to come." The site's template files are also compliant with World Wide Consortium (W3C) Web standards to ensure the greatest compatibility with various hardware and software platforms used by visitors. This allows AAF to "future-proof" the site for all potential Web browser updates that adhere to Web standards.

"On behalf of the AAF, I extend my appreciation for the valuable time, effort and resources Xtential has dedicated to this site redesign," said AAF president and CEO, Wally Snyder. "Through the outstanding commitment of the AAF Web team, led by Peter Shih, executive vice president – marketing and communications, and Hilary Woodward, director – communications and Web editor, and the accomplished Web developers from Xtential, the AAF now has a site that indisputably serves all facets of the advertising industry, truly establishing the AAF as the 'Unifying Voice for Advertising.'"

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The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 215 college chapters, the AAF provides 6,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has 130 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation's leading brands and corporations. For more information, visit the AAF's Web site at

Xtential, based in New York City, is a leading interactive agency focused on enabling business-to-consumer and business-to-business Web-based marketing and communications with a strong ROI. Xtential members have been providing technology-based marketing and operations solutions to leading companies in multiple categories since 1996. For further information, visit