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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

Monday
Dec112017

MARLO FOGELMAN: founder, marlo marketing

My NativeAdVice:

Bio:

Marlo Fogelman is the founder of marlo marketing, an integrated marketing firm based in Boston.  Marlo began the agency in 2004 with one staff member and four core clients including Starbucks Coffee. Over ten years later, marlo marketing has become a leading integrated communications agency, serving international, national and regional clients ranging from major hotel properties to national snack brands, international beverages, beauty products, senior living properties and urban development groups. In 2014, marlo marketing opened a New York City location on Madison Avenue to continue to serve and access its growing roster of national and international clients. The agency has won more than 30 communications industry awards including the Silver Bulldog Stars of PR Awards, Small Agency of the Year; Bulldog Digital/Social PR Awards for Excellence in Online Communications and PR News PR People Award. Marlo supports many non-profits and donates much of her time to pro-bono PR work. She currently serves on the Board of Directors of the Boston Public Market Association and the Boston Police Athletic League.

 

How did you get into the industry?

I literally fell into it. After graduating from Boston University Law School and passing the NY and MA bars, I decided I didn’t really want to practice law. Unsure of my next step, a friend saw a job posting in a legal paper for a PR firm and encouraged me to apply. Five hundred attorneys applied for that job and I was the one who got it. It makes sense, looking back, because even my “hobbies” at the time all centered around marketing and PR -- I just didn’t realize it yet!

Any emerging industry trends?

Sometimes it feels as if the whole industry is an emerging trend these days! Things are moving and changing so quickly, if you’re not on top of the latest & greatest marketing tools, you’re definitely at a disadvantage.  That said, what I have come to learn is that it still comes down to solid strategy and execution, no matter what new tactics or resources are being used.

Any industry opportunities or challenges?

I’ve found that the biggest challenge – and opportunity – in our industry is the fact that consumers now demand information packaged in a way that is at once impactful, entertaining and visually memorable more than ever before. That high bar forces us as marketers to be exceptionally more creative, and to produce work across all touchpoints that has a strong story, but also resonates more from a visual standpoint. This is the reason that I’ve nearly doubled the size of my creative team in the past year alone, adding in-house videography and photography to complement our clients’ narratives.

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

I never had any aspirations of being an entrepreneur. It happened very organically. At my first job, I saved the Starbucks Coffee/New England account single-handedly. When I left that company after two years, Starbucks followed, so I have been supporting myself since very early on in my career. I had joined a small company with the idea of helping them grow; after a couple of years it became clear that the owner and I had philosophical differences on how to run a business, so I left in pursuit of my own path.  Starbucks and a few other clients followed again, and I started marlo marketing. You could say that my inspiration really came down to the fact that I figured if I was going to work that hard, I may as well just do it for myself!

The vision for my business goes beyond my own company and into the industry as a whole. When I turned my back on practicing law, I figured at the very least I would no longer be the subject of the contempt and derision that lawyers deal with daily; I truly had no idea that PR & marketing people are viewed even lower on the totem pole! It truly has become my mission to prove that marketing can be done thoughtfully and strategically with an eye towards ROI. You’d be surprised by how often new clients come to me saying they’ve worked with other agencies who simply don’t follow through with that same mission.

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

Last year we were approached by a 27-unit restaurant group with locations up and down the East Coast. They wanted to eliminate their internal marketing team and outsource marketing completely to us. We took on the challenge and essentially created an entirely new division of our company, above and beyond the core functions of PR, social and creative that have been our hallmarks to date. As the marketing world gets more splintered, we’re excited about our ability to continue evolving in order to offer clients a truly full-service solution to the challenge of figuring out how to market a business today.

Your key initiatives for the success of the Business?

One of our guiding principles is to work only with partners in whom we truly believe. This roadmap has allowed us to focus our energies on building brands that we feel will have a lasting impact on their respective industries, and has freed us from feeling compelled to simply take on business for the sake of taking on business.

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

Without a doubt staffing has always been the biggest challenge, and it hasn’t gotten any easier as we’ve grown. We perform at an extremely high level and I’m often surprised when employees from other agencies come in and struggle with a steep learning curve against our expectations. Additionally, learning how to balance the needs and expectations of different generations in the workforce has been an ongoing area of focus and learning.  The one thing I have found to work across all generations, however, is giving employees not only the tools to perform, but also the freedom in which to use those tools to succeed.

Ideal experience for a customer/client?

For us, the ideal client is collaborative, responsive and not simply looking for yes-men (or women). If clients feel the same about what they seek in an agency, then we’re the perfect fit. Beyond that, clients tell us time and again how they appreciate our desire to be held accountable – and to hold them accountable in order to move the process along, too!

How do you motivate others?

People who succeed at marlo are those who are internally motivated to do an above par job for themselves. Does it benefit the clients and the agency? Of course! But this is truly an agency where you have every opportunity to completely control your career and work/life balance. People who understand how unique this is are the ones who truly thrive and so it makes it easy to motivate them because they quickly see that their actions result in their ability to control their own destiny.

Career advice to those in your industry?

It’s super cliché but, it’s the truth: Put your head down, roll up your sleeves and take advantage of every opportunity that comes your way with a smile. So many people entering the workforce today expect to start at the top. No one has ever started at the top!

https://www.facebook.com/marlomarketing/

https://twitter.com/marlomarketing

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