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


Heather Baker: Founder & CEO, TopLine Comms

My NativeAdVice:


Heather Baker is founder and CEO of TopLine Comms, an integrated digital communications consultancy that helps companies grow.

How did you get into the industry?

I wish I could say I had a passion for PR and marketing and I plotted my own course in the industry. But it wasn’t like that – I graduated with a degree in psychology and came to London. I needed a job – any job would do – so I started applying. I was fortunate to land a role in a small PR firm where I got to learn a lot about the industry.

Any emerging industry trends?

Our whole industry has changed dramatically in the last decade and our business has had to change with it. Where people used to learn about the world through magazines, newspapers, radio and TV, they now spend most of their time online. That means traditional PR strategies are no longer as effective as they used to be. Don’t get me wrong, PR still plays an important part in the marketing mix, but it needs to be digital and integrated if it’s going to have a real impact. And video is going to play an ever-increasing role in marketing over the next decade. Fortunately, we have our own in-house video production department so we have.

Any industry opportunities or challenges?

The changes in the marketing landscape have been particularly interesting for smaller PR agencies: larger, more established firms are clinging to traditional methods, and struggling to change fast enough to give their clients what they really need. Smaller, more nimble agencies are able to offer a digital-first approach, which is really what their clients want and need.

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

We originally started as a traditional PR agency, but quickly realized that clients buy PR because they want profile and leads, yet PR on its own is often not enough to deliver profile and leads. So we have been evolving and adapting ever since. That means we now offer content, search, social, inbound and video services and we are constantly adapting and improving to become more effective at this. We are highly strategic and our clients really value that.

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

We are increasingly advising our clients on video strategy. We used to make videos for our clients and then leave it to them to promote them. However, we found many our clients struggled with this, so we have built a department that advises specifically on video strategy, including amplification and distribution of video assets. Our clients really appreciate it and we are selling far more video business that way.

Your key initiatives for the success of the Business?

We are constantly evolving and improving on our services, becoming much more of a strategic advisor to our clients. But in a service business, our people are incredibly important and our major initiative this year is around investing in our people strategy. We have hired a talent manager and we are optimizing every element in the employee lifecycle, from recruitment and employer branding to benefits, training, bonuses and appraisals. We want to become the leading media employer in the country!

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

The first five years were one long difficult moment! I launched the business in October 2008 when the business climate became suddenly very challenging. Generating leads and growing our revenue was really really tough. Add to that the fact that I was still pretty inexperienced and needed to buy out my investors and it was a very hard time.

Ideal experience for a customer/client?

Our clients like us because “driven by data” is one of our core values – we deliver measurable integrated marketing and communications strategies, which very few other agencies can make claim to.

How do you motivate others?

We start by hiring the right people – we put a lot of effort into recruitment. Then we have a very competitive benefits system and a clear system of KPIs – each employee has their KPIs and these are related to bonuses and promotions. We also like to be public and generous with our praise.

Career advice to those in your industry?

Keep learning – the industry is changing so quickly, you need to keep up.