THANK YOU FOR JOINING US
AT THIS YEAR’S SHOW!
Save the Date for Next Year!
Thursday, February 26, 2026

AAF West Michigan is proud to host the 2025 American Advertising Awards, the preeminent industry award designed to recognize and reward the creative spirit of excellence in our local community.

The American Advertising Awards is the advertising industry's largest and most representative competition, attracting more than 25,000 entries every year. The mission of the American Advertising Awards is to recognize and reward the creative spirit of excellence in the art of advertising. Conducted annually by the AAF, the local tier of the American Advertising Awards is the first of a three-tier, national competition. Concurrently, across the country, local entrants vie to receive an ADDY Award—recognition as the very best in their markets, with winning submissions having the chance to compete at district and even on the national stage.

It’s essential to remember that the American Advertising Awards is not just a local competition.
It’s an opportunity for your work to be recognized on a national stage if your work wins and is forwarded on to the district, regional, and national competition. It's more than a celebration; it’s a chance to stand in the spotlight and make an impression that could resonate across the industry.

Judges for 2025

Michelle Cherland

Senior Creative Director
Best Buy

Best Buy is her first client-side gig, and she is proud to be part of the team brought in to help reboot the brand from the inside out.
Prior to Best Buy, Michelle spent over a decade at agencies like Colle+McVoy and space150, crafting award-winning work for brands like Invisalign, Explore Minnesota, Land O’Lakes, Dairy Queen and American Express. As an advocate for young talent, Michelle has also taught and guest lectured at Miami Ad School, Brainco, and the University of Minnesota.
Her favorite part of the job is the people. She feels very lucky to collaborate with creative folks of all disciplines to bring ideas to life.
Mike McCormick

CCO and Founder
Horsefeathers (St. Louis)

Mike's career path has also included Austin and Chicago. As a writer and coach, he's created award-winning, effective work for brands at Cramer-Krasselt, McGarrah Jessee and Rodgers Townsend DDB.
A proven leader of creative people, creative departments and creative companies. An eternal student of brands and their emotional bond with consumers. A true believer that creativity is a timeless and powerful business advantage.
He’s won at Cannes, D&AD, the Effies and many times at the American Advertising Awards, but he understands winning on the biggest stage begins with winning over the smallest conference room. He believe the best work in the world can be created from anywhere.
Freedom beats formulaic. Teamwork is the new superpower. And why can’t we have some fun along the way?
Kevin Fullerton

Owner/Creative Director
Springboard Creative (Kansas City)

Kevin Fullerton is an award-winning designer and creative director. He has helped start companies, developed new brands and mentored up-and-coming creatives. In 2006, he made the ultimate leap when he opened Springboard Creative. Kevin has worked on hundreds of brands including Sprint, John Deere, H&R Block, Boulevard Brewing, Kansas Speedway, several colleges, cities and non-profits, as well as more-than-he-can-count startups.
Kevin served as American Advertising Federation Central Region chair, AAF National Board of Directors and Executive Committee member, AAF District 9 governor, National American Advertising Awards Committee member and AAF-Kansas City president. He is also an in-demand judge, speaker and lecturer.
In 2019, Kevin was recognized as AAF-Kansas City’s Advertising Professional of the Year. In 2011, he was honored with the Distinguished Alumni Award from Northwest Missouri State University.