New AAF president and CEO, James Edmund Datri, is looking to make the general public more aware of the nuts and bolts of how the advertising industry works. Datri is exploring the possibility of creating a reality TV show out of the organization’s National Student Advertising Competition. On the political front, Datri is active in trying to head off possible plans to trim the deductibility of advertising as a business expense. “The argument I’ve been using on Capitol Hill is that if you touch advertising, you hurt everyone because advertising is the engine for everyone else to sell their products or services,” said Datri.