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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

Tuesday
Mar142017

Julie Michael: President, Team One (Publicis Groupe)

My NativeAdVice:

Bio:

Julie Michael is President of Team One (Publicis Groupe). She is both fiercely competitive and “Minnesota nice.” Her clients benefit from her tenacity and flair for making the seemingly impossible, possible. She has led dozens of integrated marketing programs for modern brands, from launching the car-of-the-future with Steven Spielberg to giving affluents permission to fly private jets again. Julie has been with Team One for more than 18 years, and has held a number of senior management positions, including director of experiential marketing, director of business development, and executive director leading numerous agency clients, among them Lexus, The Ritz-Carlton, Marriott, HSBC Premier, Häagen-Dazs International, American Express, Flexjet, Icelandic Glacial, Anaheim Ducks, Northern Trust, and Procter & Gamble. Before joining Team One, Julie was the Marketing Director at a premier Northwest resort, Crystal Mountain, running all aspects of marketing and sales.

How did you get into the industry?

When I was 12, I drew pictures of the agency that I would run someday. It was called “J. Allison Advertising.” Since that time, I took steps to make it happen. In college, I studied all things communication, marketing and business. When attending an International Business program at Cambridge University, my thesis was on “The Future of Saatchi & Saatchi.” Graduating from the University of Montana with a B.S. in Business Administration and a Minor in Journalism, I moved to Seattle with $175 in my checking account … and that’s where my career began.  

Any emerging industry trends?

Oh, how I love this question. And yes, there are tons. Here are a few that are top of mind this week:

Creativity wins more than ever. In a world where data and technology seem to take center stage more frequently, the lead act is still creativity. Without it, there is no inspiration, innovation, delight or joy. Companies that know how to nurture unbridled creativity are the ones winning with consumers right now.

Marketing and news are converging. Marketers need to think more like newsmakers. Credible newsmakers. Passive, expected or overly formal communications get ignored in a nanosecond in people’s social feeds. Timely, surprising, fact-filled, helpful or entertaining content gets shared and discussed.

Artificial intelligence and machine learning are here. The human-machine learning loop is an accelerator for business. In addition to the obvious improvement of data processing, AI and machine learning will create more helpful robots, better virtual assistants and more intuitive ways to measure emotion and sentimentī‚žall extremely relevant for brands and marketers to predict needs and deliver a brighter future.  

Any industry opportunities or challenges?

As marketers, we are responsible for putting images and messages into the world which promote inclusion and love. The content we make should provoke positive conversations, redefine what families look like, promote underdogs as heroes and ensure that we establish people of all races, beliefs, genders and sexualities into meaningful roles. As Geena Davis, advocate for gender equality in media, says, “If she can see it, she can be it.” The significant opportunity is on all marketers to make sure people SEE IT. So they can BE IT.  

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

Team one was purpose-built as a fully-integrated agency focusing on premium brands and affluent consumers. We have deep, global knowledge of modern affluents-how they think, what they value, why they shop and what they aspire to be. Our company’s purpose is to help our clients deeply connect their upscale brands with these important buyers. Success is when our clients earn top pricing margins in their respective categories. In our highest ambitions, we aim to positively influence the way modern affluents want to live their lives.

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

Team One is investing heavily in virtual and augmented reality. We are incubating a new creative/production offering that is 100% focused on providing brands with immersive, 360-, virtual and augmented video experiences. In the year after Facebook spent $2B to buy Oculus, the number of venture capital deals and total dollars invested in VR and augmented reality have bothtripled (CB Insights). Since then, nearly every global technology player is deeply invested in the space-Samsung, Sony, HTC, Google, Unity, Magic Leap, etc. With increased technology adoption, there will be increasing demand for more and more 360-- content. That’s where we come in.

The applications are broad-sports, medicine, training, education, gaming, entertainment, marketing, sales, events.

Imagine … seeing every detail of your new Learjet before it’s been built? Or sitting on the 50-yard line to select seats for your season tickets without ever setting foot in the stadium? Or test-driving a $120,000 sports car on Fuji Speedway without leaving the dealership? Or knowing that a chief surgeon from Johns Hopkins can sit at her desk and assist with a complex surgery in a remote part of Africa?

Your key initiatives for the success of the Business?

We have two areas of focus:

1)    Launching more remarkable (shareable, positive, exciting, newsworthy) ideas into the world

2)    Guiding our clients into the future (strategically, technologically, creatively)

All parts of the agency are dedicated to spending our time doing these two things, expertly and frequently.

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

Throughout my career of over 25 years, I have lost a couple clients. Clients that I loved, cared for, worried about, lost sleep over. Clients that had huge market potential. And clients that were getting category-changing ideas from our company on a regular basis.

While the reasons given were sometimes unsatisfying “We needed to work with someone down the road” or “It’s not you, it’s us,” there is still a deep moment of introspection about what could have been done differently to keep that client infatuated with our company.

Thankfully, we have won (and kept and grown) many, many more clients than the couple we have lost. The departures have been few and very far between. And from those we learn. And then move quickly on. Our business is about creating for tomorrow. Nobody can afford to be in the past. There is so much important (and fun) work to be done.

Ideal experience for a customer/client?

Fortune 500 companies have hundreds of “vendors” and only a handful of true “partners,” the chosen few that are allowed inside the business planning, inside the sales trials and tribulations and inside the rooms where the hardest stuff is getting discussed. This partner seat is a coveted seat to earn. And people in my business know the intense responsibility and honor that come with earning a seat inside a client’s boardroom.

For Team One, our desired experience is one where a client feels a deep sense of trust and camaraderie.

For example:

Clients know we have their backs, during good times and bad.

    We consistently inspire and excite them with new ideas and technologies.

    We exude-and clients feel-a sense of warmth, honesty, kindness.

    We discuss and debate the hard issues with directness and respect.

    We bring the voice of the consumer into the room.

    We tie everything we do to business results and we exhibit how deeply we care about their business success

How do you motivate others?

I have high expectations of people. Those who work with me know that I value intensity, industriousness, expertise and proactivity. We have no room (or time) in our organization for passive leadership, bureaucracy or not knowing your stuff. Those qualities don’t help advance our mission and are demotivating to ambitious co-workers.

Motivation is something that starts and lives inside someone. Employees and clients will arrive at their own conclusion about what is important, what is a priority, what needs action. As leaders, our job is to give a clear and simple picture of what success looks like. Apply a heavy dose of high ambition and dreaming. And then help break it into digestible bites so that the mission doesn’t seem daunting. The questions “What’s your first step to achieving this” and “What does it look like when we are done” are used frequently within our company. 

Career advice to those in your industry?

This is such an exciting time to be at the convergence of creativity and technology. One will not live without the other. My advice is to jump in headfirst and never stop learning. Keep yourself hyper-relevant. And let your light shine brightly. 

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