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NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?


Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur

 

Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of LittleThings.com

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of Edmunds.com

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of Reputation.com

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad

Friday
Feb032017

Andrea “Andy” Coville: CEO, Brodeur Partners

My NativeAdVice:

Bio:

When Andrea Coville was appointed CEO at Brodeur Partners, she was one of the few woman CEOs at Omnicom Group. She led and diversified Brodeur from its core technology platform into a midsize global agency serving technology, healthcare, financial services, nonprofit and business-to-business clients. She has published several research studies and a book on the topic of “Relevance,” her communications model. Andrea has worked for leading brands including Fidelity Investments, Mastercard, Phillips, Corning, Avnet, FM Global and the American Cancer Society.

How did you get into the communications industry?

Words, writing and the news were always my interests and they form the foundation of professional communications. I was a Journalism and English Literature major and had the wonderful opportunity to be mentored by great writers. One told me, “Andy, there will always people you think might be more talented than you. Whether you’re wrong or right isn’t the point. Just work hard and keep practicing, and it will take you far because sticking with it is the real magic answer.” That was Don Murray, Pulitzer Prize winner.

After college, I went to work as a staff writer for a technical publication under demanding conditions, which taught me I could tough it out. I clung to what I loved, the writing, and persevered. Each job built on the one before. Writing ultimately brought me to agency life, which I love.

Any emerging industry trends?

As digital technology changes everything, as brands proliferate, as information overwhelms us, and as our attention spreads terribly thin, companies need new, smarter ways to connect with customers and prospects. To that end, marketers devour information on customers’ needs, wants, demographics and purchasing journeys. They continuously adjust marketing, advertising and sales to target carefully conceived customer personas. Yet somehow these traditional strategies aren’t working as well as they used to. So there’s a constant seeking for something else, something better.

Any industry opportunities or challenges?

We’re exploring a new lens for helping our clients break through the clutter and form stronger relationships with target audiences. We’re seeing consumers forming tribes around shared experiences and interests – including products, services, brands, candidates and causes. Author Seth Godin established the term tribes in his 2008 bestseller on leadership, “Tribes: We Need You to Lead Us.” “A tribe,” he wrote, “is a group of people connected to one another, connected to a leader and connected to an idea.... A group needs only two things to be a tribe: a shared interest and a way to communicate.” Social networking is a powerful way to do that.

There are obvious “tribal behaviors” to point to – say, yoga practitioners gravitating to certain active clothing brands. There are also less obvious, tangential tribal behaviors: Why might veterans buy one car brand over another? Why might rock climbers drink one beverage brand over another? Why might fashionistas tend to choose the same types of restaurants? The unifying principle is tribes.

Inspiration for the business idea, and your vision for the Business?

From the start three decades ago, we wanted to be a different kind of agency. Rather than handing work to clients, we wanted them to join us on a journey. The journey would start with their challenge and proceed through the adventures of creative ideation, execution and results.

We value smarts and creativity among our team, and we wanted to involve clients in the joy of creation as we achieve business objectives together. This approach is steeped in innovation, which is why you would never guess we are a 30-year-old company.

What's next for the Business in the near future?

We’re building expertise in carefully selected new industries, starting with infrastructure (e.g., roads, bridges, water, power) and space exploration. Improving the nation’s aging infrastructure appears to be a bipartisan priority, and we are working to understand it deeply so we can help clients be part of the national rebuilding movement. On the space exploration side, there are two main threads: private commercial activity in low earth orbit (think private satellites) and the exploration of deep space, potentially including manned missions to Mars. We are embarking on primary market and communications research in these areas, some of which we will reveal publicly. But our technology roots are key to both initiatives.

Your key initiatives for the success of the Business?

All of our clients – in fact, any business, product, nonprofit or candidate – needs to be relevant. So we’ve built our business around that imperative, and I’ve written a book on it. Relevance is paramount in a cacophonous world brimming with advertising, sales pitches, social media messages and other signals competing for your attention. Clients need to break through, and the only way to do that is to create a meaningful emotional connection. If you do it right, you can change behavior. There’s a lot to relevance, but the first principle is to appeal not only to your audience’s rational thinking brain, but to invoke their sensations, values and community impulses.

Your most difficult moment at the Business? (and what did you learn?)

The biggest risk I’ve taken was buying our company back, especially since we loved our parent company. We invested in what we believed in, our product and our people and some new platforms and branding methodologies we were eager to explore. Another risk I took was writing a book about relevance. I asserted that the relevance of a brand, product, candidate or cause can be analyzed, measured and improved, and you can link relevance to behavioral change.

Ideal experience for a customer/client?

Our clients love Relevance Labs, and so do we. They’re creative crucibles where together we combine research, customer voices, analysis, brainstorming, games and performance to reposition a client’s offering in way that’s more relevant, and measurably so. We design them like a real lab, complete with lab coats, clip boards, beakers and petri dishes for inspiration.

How do you motivate others?

We believe motivation starts with self-motivation. If you are self-motivated, all you really need is an environment where it’s safe to try new things. We encourage our employees to stretch, to take on new challenges, and to grow into roles they might have expected to have to wait for. There is a lot of opportunity here, and I’m proud of that.

Once they’re on the team, Brodeur employees say they enjoy a culture that is supportive, family-like and absent of office politics. We’re committed to professional development and supporting several non-profits in health and education.

Career advice to those in your industry?

It’s okay to make mistakes. Really. You’ve failed only if you don’t grow from them.

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