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


José Antonio Llorente: Founding Partner & Chairman, LLORENTE & CUENCA

My NativeAdVice:


José Antonio Llorente is Founding Partner and Chairman of LLORENTE & CUENCA. Over the course of a career spanning more than 25 years, he has provided consultancy services on numerous corporate transactions: mergers, acquisitions, divestments, joint ventures and stock market floatations. He is the author of El octavo sentido (The Eighth Sense), an essay about the relevance of communication in 21st century society. He lives in São Paulo, Brazil.

Mr. Llorente is one of the 15 People from the marketing and communications worlds to Watch in 2015, according to The Holmes Report’s editors. In 2014, he received the award to Outstanding Partner of the Year from the National Federation of Consultancy, Services and Office Associations (Spanish acronym: FENAC) in recognition of his professional and business career as leader of LLORENTE & CUENCA. Furthermore, he was the first Spanish professional to have received the SABRE Award for Outstanding Individual Achievement, a European award presented by The Holmes Report.

How did you get into the industry?

I have always been fascinated by communication and public affairs, and I initially got involved within the communication industry for more than 25 years ago. As a 22 year-old student, I graduated with a B.A. in Journalism and soon after I started my professional career as a journalist for the newswire international agency EFE. Right after that I worked for five years at the Communications Department of the Trade Association of Employers and Industries of Spain (CEOE) and for ten years I worked at the multinational PR agency Burson-Marsteller, where I ascended all stages within the company, from Account Executive to Managing Director. It was in 1995 when I decided to establish and co-found LLORENTE & CUENCA, a firm that, after 21 years of continuous growth, has become the leading reputation, communications and public affairs consultancy in Latin America, Spain and Portugal.

Any emerging industry trends?

I would stress that firms are opting decisively for digital transformation. Talking about digital transformation necessarily implies talking about business transformation. Goods and services will experience an authentic revolution, and there will be an emergence of new services with added value, which will draw on new technologies to generate a direct impact on the P&L account and on the customer relations model.

There is a need to optimize channels and processes, to look for new income models based on client requests, and, above all, there is a need for change within the firm´s internal culture, with the purpose of placing digital strategy at the core of business activity. Employee engagement will be a key instrument in safeguarding companies’ reputation thanks to the existing digital tools.

This new scenario involves new challenges for companies: mobility, big data, IoT, virtual reality, etc. That is why most organizations are resorting to new skills and leaderships, to bring about this transition successfully.

Any industry opportunities or challenges?

As a recent event at the international level, we are witnessing a new era for Cuba, one that has generated a very positive outlook for the possibilities around Cuban trade and economic openness. This is a virtually untapped market, from which interesting business opportunities are arising for companies that know how to identify new business projects and investment opportunities that are profitable for both parties. And there is a great opportunity for consulting services associated with public affairs, communication and institutional relations. This is why Cuba is both a challenge and an opportunity.

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

Our business culture has always been focused on client service. We are committed to offering our clients solutions and metrics that will help them to obtain tangible outcomes and solutions for their business and enhance their reputation. We seek to build relations with stakeholders based on mutual commitment and we aim to facilitate the decision-making process taking account of stakeholders’ opinions and addressing the consequences of implementing each decision. To fulfil this mission, we count on innovation and generation of knowledge, as well as the full commitment of all the professionals who are part of our Firm.

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

Right now we are embarked in an expansion process of resources with a focus on internationalizing the firm in U.S. territory, namely Miami, NYC and Washington DC. We want to consolidate a strong presence in the USA, acting as an interlocutor with multinational companies operating in Latin America, and with Miami as a regional HQ for the region.

Your key initiatives for the success of the Business?

One of the most successful decisions we have taken from the very beginning of our Firm is to count on local talent and eyes on the ground. Internationalization has always been a vital component of our Firm´s DNA, and in this regard it is essential to create synergies with key local stakeholders in those countries where we start up new operations. We need to adapt to each country´s reality, including political, regulatory and economic issues. The “one size fits all” approach is not an option within our business strategy.

Furthermore, one of the fundamental principles of our Firm is to attract, retain and train the best talent in the market.

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

One significant challenge was the economic recession that had a negative impact, particularly in Europe, and that impacted on the companies´ accounts of course. As a consequence, the companies reduced their budget devoted to communication, and this had an undoubted impact on our business activity. Be that as it may, this challenge made us particularly mindful of the importance of fostering talent within our Firm. This experience helped us not only to weather the storm, but also to keep on doing our job while giving the best of each one of the professionals that are part of our Firm, until reaching our current leadership: more than 490 employees in 13 countries, and with perspectives of further growth.

Ideal experience for a customer/client?

What a recipient of our services would most appreciate is a relationship based on transparency. An ethic business code of conduct is not only a moral duty for companies, but it also contributes to strengthen their reputation in the long term, and to create bonds based on trust.

How do you motivate others?

(EXAMPLE: Tell us about your most effective techniques or strategies for inspiring and encouraging those that you work with)

I am convinced that employees are a company’s best brand ambassadors, and entities with committed and motivated professionals are able to multiply their results. Therefore, it is essential to build an employer brand in order to recruit and retain the best talent, under the premise that there should be a consistency between what is said and what is done.

It is also essential to make sure that Human Resources and Communication departments work together closely, and to involve senior management and middle management. Furthermore, it is advisable to implement a measurement system that identifies achievements and detects failures.

Career advice to those in your industry?

My advice is that companies have to be built based on what they want and promise to be, following the adage “Do what you say and say what you do.” Companies need to develop solid mechanisms of responsibility. Earning money and making a return for shareholders is no longer a sufficient, exclusive value to survive nowadays. Corporate Social Responsibility is now part of the core business management, and is steeped in the corporate culture. It is no longer enough to simply comply with legislation, but rather it is necessary to gain legitimacy.