Joe Germscheid, director of consumer engagement at Minneapolis-based media agency Carmichael Lynch, will be the speaker at the American Advertising Federation's April 17 luncheon at 11:30 a.m. Germscheid will speak on the rise on changes in media and strategy in creative agencies. The event will take place at the Sheraton West Des Moines Hotel. Registration costs $20 for members and $35 for nonmembers, and can be made  here.