An ISU senior was recognized among advertising’s best and brightest future leaders at the American Advertising Federation’s “Most Promising Minority Students” program held Friday in New York.

Andy Tu, senior in advertising, was one of 25 students chosen from across the United States to attend this conference.

The advertising industry is looking to diversify its talent, said Mary Hilton, AAF representative.

For seven years, AAF has sponsored the awards program that recognizes outstanding students in the areas of advertising and media.

Hilton said the program works to funnel top minority candidates in front of top advertising and media companies. Students must prove they are an exceptional candidate within their major, she said.

“The program started because there was a call by AAF for more diversity within the work force of advertising. Many companies didn’t have efficient means to hire top minority candidates,” Hilton said.

The 25 award winners were flown to New York for an all-expense paid trip. The award winners spent Thursday at meet-and-greet sessions and workshops. Interviews were held Friday morning at the Waldorf-Astoria hotel, followed by an awards presentation and luncheon.

John Eighmey, professor and chairman in the Greenlee School of Journalism and Communication, nominated Tu for the award. He said there has been a lack of minorities in the advertising profession in the past.

“The advertising industry needs to do a better job of attracting bright people of all kinds and this is a good way for them to make people aware of more opportunities,” he said.

Eighmey said he nominated Tu because he is an excellent student and focused on advertising. He said Tu is a well-prepared student and succeeds in many aspects of life.

Tu became interested in advertising after taking an introduction to creativity course, Design Studies 129. He said the trip to New York was a great opportunity to see what companies had to offer. He enjoyed the chance to meet other students who are top-notch in advertising.

“About 16 companies were represented, including ABC and MTV, and this was a chance for us to interview with many of the biggest companies in the world,” Tu said. “It was a good experience to see what New York advertising life is all about.”

Tu said the conference made him realize how competitive the advertising industry is.

“Since the industry is down-turned so hard right now, many companies weren’t hiring,” Tu said.

Joel Geske, associate professor of advertising in the Greenlee School, said Tu was deserving of the award. He said it is important for minorities to be in advertising.

“Everyone doesn’t share the same culture,” Geske said. “To be able to communicate effectively, you have to share similar backgrounds.”

Hilton said they want to increase awareness of the importance of cultural diversity. So far they have been successful in placing more than 500 students in jobs in the past seven years, she said.

Tu spent the past summer in Los Angeles doing an internship for Foote, Cone and Belding.

“I worked on campaigns for Taco Bell, Hilton and Kawasaki and also did freelance work for America Online while in L.A.,” Tu said.

Tu is the advertising manager for Ethos magazine. After graduation, he hopes to work in Los Angeles or New York.