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


Liz Kaplow: Founder & CEO of Kaplow Communications

My NativeAdVice:


Liz Kaplow is the founder and CEO of Kaplow Communications, a leading public relations and communications agency that connects brands and products with consumers and influencers through the art of storytelling. She founded the agency in 1991 and has built it into one of the top mid-sized PR agencies in the country. Today, Kaplow is recognized not only for its strong media and influencer relations capabilities, but also its innovation in social, digital and content creation. The combination has earned the agency many awards and honors, including the coveted Holmes Report “Consumer Agency of the Year” and a Gold Sabre Award for Branded Journalism. 

Liz Kaplow is also Past President of New York Women in Communications, a member of the Board of Governors of Cosmetic Executive Women, and an advocate for the advancement of women into leadership roles.

How did you get into the PR industry?

What drew me to the industry was the idea that every brand has a unique story to tell and that story -- properly told -- can really resonate with the consumer.  Public relations is, at its core, all about storytelling.

My fascination with authentic storytelling began when I was working on my senior project at Vassar on the poet William Carlos Williams. I found the plain, authentic language he used in writing about the people of Paterson NJ to be compelling.

After graduation, I spent a year at FIT in their Marketing/Communications program.  In the branding/PR class, the professor broke us up into PR Practitioners and Media and had us role-play.  I fell immediately in love with PR and never turned back.  After spending many years at an agency, I launched Kaplow Communications 25 years ago.

Tell us about Kaplow Communications. What inspired the idea and what is your vision for the company?

The idea was simple: I wanted to create a place where brands could come to have their unique stories told. That vision continues to propel us forward.

I specifically chose the name Kaplow Communications (not Kaplow PR) because I liked the idea of going beyond the strict definition of Public Relations to include all of the tools of communications.  Today, we are using social media, digital marketing, content development, influencer engagement and more to tell our clients’ stories.

We continue to embrace whatever lies ahead in this ever-evolving industry.

What industry trends are you noticing and how do you capitalize on them?

The communications industry has changed dramatically in recent years – and continues to evolve.  It’s exciting to be able to reach the consumer at so many different touch points.   We remain open to leveraging any and all new forms of communication, because – at the end of the day – it’s about finding the best ways to tell our clients’ stories.

Life Motto?

It’s one my mother, who is an artist, taught me: Approach every situation like a blank canvas.  It is a chance to create something new.

Kaplow Motto?

One brand story, one brand message, told many ways.

Your advice to an aspiring entrepreneur?

Live and learn in a 360-degree way. It’s important to understand what’s happening in the world outside your area of focus. You never know where you find inspiration.

Don’t be afraid to say “yes” to something you haven’t done before -- even if it's not your core area. It’s an opportunity to learn.

Finally, work with integrity.  Always try to do the right thing and you’ll be able to sleep at night.

Describe the ideal experience using Kaplow.

Every experience is different. What each client will find, though, is a team that is passionate about uncovering that authentic brand story and then finding new and creative ways to tell it.  I always liken the experience to the acronym TREE: Trust, Respect, Energy and Enthusiasm. It is something that makes Kaplow a learning environment and encourages creativity and risk taking.

How do you motivate your employees?

We’ve tried to create a culture based on trust and mutual respect – one that encourages creativity and innovation. We hire smart, talented and resourceful people, and then empower them. It’s important to know when to step in and when to step aside.

One food and drink left on earth, what would you choose?

My real wish would be chocolate chip cookies and milk.  I have learned to love kale, but in truth it is vile and everyone knows it.

What literature is on your bed stand?

A real mix. I love poetry from Maya Angelou to Richard Blanco. I just finished Elizabeth Gilbert’s historical novel The Signature of all Things.  I enjoy being transported to another place in time yet seeing modern themes that are relevant today. 

Role model - business and personal?

I’m a big fan of Meg Whitman, the CEO of Hewlett Packard.  I’ve learned so much from watching her leadership style. She has an incredible ability to communicate the big idea and then rally the team to make it happen.

My parents are my greatest role models.  My dad, a textile executive, taught me good old-fashioned problem solving and my mother, a talented artist, taught me to look for creative answers.   I try to follow their lead every single day in all aspects of my life. 

Current passion?

Playing the guitar. I recently purchased a beautifully restored Yamaha guitar, which has taken me back to my college days when I played guitar in coffeehouses.  

Favorite travel destination?

Italy! I love the people, the fashion, the food and the wine – especially the Franciacorta wine region, which recently became a Kaplow client.

What's next for Kaplow?

I’m not going to predict the future because I know the communications industry will continue to evolve.  But, I’m excited about the white space ahead and eager to see what new vehicles for story telling emerge. Whatever lies ahead, one thing that is certain…we will embrace it.