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Milestone Spotlight: Ambassador Advertising Agency

Editor's Note: This year, NRB will be recognizing a record number of organizations with the NRB Milestone Award, which is presented each year at the annual NRB Convention in recognition of pioneers in Christian communications who have demonstrated exemplary service in the industry for five decades or more. In each weekly edition of NRB Today leading up to the NRB 2013 Convention & Exposition, one of this year's recipients will be spotlighted. This week, we recognize Ambassador Advertising Agency, which will mark 54 years of service in 2013. Here is their story:

Ambassador Adverting logoAmbassador Advertising Agency was founded by Al Sanders, a longtime NRB Board Member who launched the agency in 1959 while still an employee of Biola University, primarily to serve the school’s historic radio program, The Biola Hour.

A decade later, Sanders left Biola to become the host for the Radio Bible Class television production, Day of Discovery. The ensuing 15-year relationship ultimately led to his role as Executive Producer/Director of the telecast and agency representation for both television and radio outreaches of the Grand Rapids-based ministry.

In 1977, Sanders was the facilitator in bringing Chuck Swindoll's teaching messages to radio audiences. A few years later, Sanders helped Dr. James Dobson and Focus on the Family begin a daily quarter-hour broadcast. Other broadcast endeavors Ambassador was privileged to launch include FamilyLife Today (Dennis Rainey) and Renewing Your Mind (R.C. Sproul).

In March 2000, Ambassador (in providing leadership to the Christian Radio Consortium) completed a three-year process to help Christian broadcasting move into new technologies via digital satellite delivery.  With that accomplishment, attention turned to best utilizing the Internet in the future for broadcasting ministries.

Ambassador (in partnership with Focus on the Family) once again led the way in radio syndication technology, changing the industry, when Amb-OS was launched in July 2008.  This allowed for customizable local programming without multiple recordings, automatic program downloading and other technological advances.

Over the course of more than 50 years, the agency has had the unique opportunity to serve many outstanding broadcast ministries. Today, its staff of committed individuals works hand-in-hand with more than 20 media ministries and publishing organizations to ensure good stewardship, expert production, and comprehensive outreach to their constituencies.

Ambassador Advertising’s philosophy is that the agency’s expertise is meant to facilitate for the communicators they serve – typically in a behind-the-scenes manner – thereby accomplishing the greatest impact for those gifted men and women communicating God's truth through media ventures.

Published: January 10, 2013

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