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


Luiz Lara: Chairman, TBWA\Brazil

My NativeAdVice:

Bio: Luiz Lara is the Chairman of TBWA\Brazil since 2011. TBWA\ is a top-ten ranked global advertising collective that holds Disruption® at its core to develop business-changing ideas for brands. Luiz began his career at Almap/BBDO, where he was a partner of Almap Promoções and led a number of promotional accounts for clients such as Volkswagen, PepsiCo and Danone. Later, he became marketing director for Paulistur (São Paulo Tourism Authority) and Embratur (Brazilian Tourism Board).  In 1992, he founded Lew’Lara (became part of TBWA\ in 2008) with his partner Jacques Lewkowicz and, since then, has always worked on strategic planning. Luiz has developed communications cases for clients including Nokia, TIM, Natura, Nissan, Pedigree, adidas, Banco Real, CPFL, Comgás and Pernambucanas.

How did you get into the industry?

Although I went to Law School I have always been fascinated by the advertisement world. I have always been keen on keeping track of Brands and the possibility of enhancing their capacity to thrive by means of creativity and a better connection with the consumers.

Any emerging industry trends?

In a digital world you are bombarded with information thus you have more interaction with the Brands. The most significant trend that I strong believe in the Disruption Live that we are applying here at TBWA, putting our Brands with a strong positioning in the conversation with the consumers. If you have a creative approach in every communicationplatform you generate strong bonds with the consumer.

Any industry opportunities or challenges?

The main opportunity is to make use of Disruption in order to impact not only the advertisement but the business of our clients. We are working as a creative consultancy disrupting the positioning, the business, product and services. The main challenge is to create Brand contents, ad campaigns that really connect people and influence the media culture we are living in. It's much more difficult to stand out, to be relevant in a vast sea of media platforms and social networks.

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

Our business relies on great ideas. The main inspiration comes from people. You know ever since you are born you keep looking for a sense of sheltering by your parents, family and friends; then you look for a sense of belonging to be accepted by your colleagues and friends; then a sense of recognition to be regarded as a good person and a good professional. The social networks accelerate this circle. In our business you need to create an impactful way to put our Brands in this conversation. Because more and more we are treating Brands as if they were people. The consumers are choosing Brands not only by based on their rational features but mainly by their purpose and their emotional appeal.

What s next for the business in the near future?

As I have mentioned above we must work as a creative consultancy using disruption to impact advertisement and the business of our Clients creatively. Besides this we need to be more effective to integrate all the media platforms maximizing our Client's budget and increasing our metrics of ROI. More and more we need to be transparent regarding what we get paid for.

Your key initiatives for the success of the business?

I always worry about the purpose of our busines. As an entrepreneur and as a leader of our industry in Brazil I always defend the advertising as a tool of free initiave that allows Brands to grow and connect people. So I was the President of ABAP, Brazilian Association of Advertising Agencies; I'm the Vice President of CENP, the self regulation system of our industry bringing together advertisers, media partners and advertising agencies to establish rules of remuneration that respect the balance among these partners, valuing our professionals and ethics. I always work to train people for our industry. So I'm in the Board of ESPM, the main Advertising University in our country.

Your most difficult moment at the business and what did you learn?

I had many difficult moments when we lost a big account. I learned that you have to keep calm and carry it on. At these moments you need to preserve your talents, your culture, a good atmosphere and never give up. I always ask myself: has the Brand of our client left a lot more successful and valuable than when they looked for us?

Ideal experience for a customer/ client?

What really pleases our client is to create campaigns and contents that disrupt their Brands, conveying values and generating good results. Clients love transparency and creativity.

How do you motivate others?

I motivate our people showing them that advertising is one of the main creative industries in the world. I will try to highlight that we are an industry that impacts other industries and the popular culture.

I always say that the big idea lives in the minds and hearts of our consumers. People like us. Go to life. Leave your office. Talk with people. Visit points of sale. Surf social networks. Ask, ask and ask. You must believe that you can change the life of our Brands.

Career advice to those in your industry?

Be curious. Don t take it for granted. Don t take any answer for granted. Celebrate a success but always move on to the next one.