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

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

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

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


Cathleen Decker: Principal: Decker/Royal Agency

My NativeAdVice:


In the business over 30 years, Cathleen Decker helps travel and tourism clients reach goals on time and within budget.  Her efforts have garnered numerous HSMAI awards, including leading teams twice to the coveted Platinum Award.  Active in the industry and in her home community, this mom of three relishes the solo travel trend.

How did you get into the industry?

There were things I knew.  I knew I didn’t want to go to law school.  I knew I could write, that I could be persuasive and that no matter what else happened, I was going to work in New York City.  Being full of moxie, I went through the alumni binders (yes, binders – the kind that some good soul kept up) at my University and made a list of everyone who I thought was doing something interesting and called them.  I ended up with informational interviews all over the City.  People were so generous with their time, what they knew and gave their advice freely.  One of my interviews was to have been a 15-minute meet and greet, but instead, my meeting with Jim and Barbara Furey who owned a media representation firm specializing in the Caribbean, turned to lunch and an introduction to my first boss and the country of Jamaica.  That meeting changed the trajectory of my life.  I know that for so many young people today, there is an expectation that upon graduation they must know what they will do, where they will go and what they will become.  I’ve learned that knowing yourself, what motivates and makes you happy is probably a better, more trustworthy compass than going after a defined ending.  

Any emerging industry trends?

In travel there has been a move to bring audiences closer to authentic “experiences,” to understand what is real from what is contrived.  I think this goes hand in hand with a movement to discern quality content.  We seem to be moving away from content that is superfluous, an endless listicle, toward richer storytelling and first-person accounts.  I think this has influenced the great success of podcasts.  We’re learning that great editors and great producers have great purpose and that most times, you do get what you pay for.

Any industry opportunities or challenges?

Opportunity and challenges are two sides of the same coin.  The technology – from media databases to cloud computing and website development, that has enabled Decker/Royal to compete well alongside the larger agencies has also required us to be resourceful in the way we care for our most important and precious asset: our people.  

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

For a long while, there has been a democratization of travel.   Travel is no longer for the rich and wealthy but for everyone who is curious.  It became a right and so as the audience expanded, the way travel stories could be told changed too.  I think our business idea was born from a new way to be part of this storytelling.

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

We’re paying close attention to the role of influencers, the intermingling of paid and earned media and the continued segmentation of media and the rise custom publishing.

Your key initiatives for the success of the Business?

I will say that as a company, we’re looking at the skill sets that our clients have appreciated and getting even better at them.  And it’s not necessarily big stuff, but small courtesies that make a difference, like responding quickly and thoughtfully, being enthusiastic and meeting deadlines consistently.  We see our success as inextricably linked to our clients’ and so we work hard to be an indispensable extension of their teams.  

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

Aside from starting the business four years ago, which at the time felt like the most terrifying thing I’d ever done professionally, ending a relationship with a client who felt like family was my most difficult professional moment. Upon reflection, it’s probably because it wasn’t professional, it was personal and therein lies the lesson.  

Ideal experience for a customer/client?

I think there are extraordinary PR people practicing in the hospitality space today.  They understand the business, know the media and can help secure consistent and meaningful coverage.  I think what distinguishes Decker/Royal is that when clients work with us, they work with me and my partner personally.  There is no bait and switch and we wouldn’t have it any other way.  We are excited by our clients who represent the different facets shaping travel today and appreciate the opportunity to share our ideas as part of their team.

How do you motivate others?

By giving them the opportunity to fail – albeit gracefully.  It’s easy to motivate a person who is given the chance to try something, work at it until success is achieved and then be offered another challenge.  Victory begets victory, but nothing is linear, and folks need to feel they will be supported if they make a mistake because we all do.  Process and procedure are important, but if you want to build a thinking and thoughtful team of human beings, they need to adapt and sometimes take calculated risk.  

Career advice to those in your industry?

Give generously; avoid being a cynic and celebrate others’ ideas.