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


Martin Reidy: President & CEO of Ansira

My NativeAdVice:


A distinguished digital and direct marketing industry veteran, Martin Reidy has previously served as CEO of Meredith Xcelerated Marketing, Publicis Modem and Dialog, and R/GA Interactive. In his prior positions, Martin has led teams as large as 2,500 employees spread across 50 countries managing marquee client accounts with Fortune 500 global brands. Martin started his career as a partner at consulting firm, Bain & Co., before moving to EMI Music/Capitol Records as senior vice president; he has also served as an advisor to major industry players and investment firms in digital and data driven marketing solutions.

Martin graduated with a bachelor of science degree from the University of California Berkeley, Walter A. Haas School of Business and received his master of business administration from The Wharton School, University of Pennsylvania.

How did you get into the Advertising industry?

As Jerry Garcia said, “What a long, strange trip it’s been.” After graduating from Wharton, I joined Bain & Company working for Mitt Romney and became a partner. I was then approached by EMI Music/Capital Records to head up Global Strategy and Acquisitions. I went from working with one of the most conservative people in business, to some of the craziest, including Keith Richards and Michael Jackson. I completed the Virgin Records deal, where I was also fortunate to work with Sir Richard Branson. Years later, I was asked to help True North (a leading advertising holding company in 1995) acquire emerging agencies in the digital space. After acquiring a number of agencies (including Modem Media), True North asked me to join Bob Greenberg to build out R/GA. These were the very early days of the digital industry. As with most start-up industries, we were making it up as we went along. I knew marketing and learned the technology. At R/GA, I liked what I saw. I knew I could make a difference and decided to join the digital revolution. I have never looked back.

Tell us about Ansira. What is your vision for the agency?

Ansira’s primary goal is to develop profitable and long-term relationships between our clients and their customers. This can only be achieved by thoroughly understanding what drives consumer behavior. Our vision is to be the leader in customer engagement and data-driven marketing. We see analytics as the engine of our business, and strategy as the fuel for everything we do. We want to be known as the largest, smartest, most strategic and successful player in the space. We are well on our way to doing just that.

What strategic partnerships/marketing strategies have you implemented that have attributed to Ansira’s success?

We look at all of our clients as partners. We have a legacy reputation, and trust, in certain sectors like automotive, where we have long-term, embedded relationships with clients like Coca-Cola, Domino’s, Ford and Chrysler. We also have strategic partnerships with top tech companies to make sure we are on the cutting edge of offerings. We are always looking to partner with emerging, innovative partners to create unique product offerings and solutions. Recently we created a unique orchestration platform that we call Ansira Engagement Marketing, or AEM, that coordinates across multiple databases and systems, thus eliminating channel silos. It works in real time and allows marketers to make immediate decisions and modifications on the journey to engaging customers.

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

Timeliness is critical. Everything needs to be done in real time. With the proliferation of smarter and more nimble mobile devices, people want and demand access to products immediately. And people expect every engagement to be hyper-individualized. Marketers have to operate an always-on, always-connected mentality. Marketers need to understand their customers in great detail — from demographics to choice of channels and products — and provide timely, relevant and individualized offerings. Once you have that kind of intimate and active relationship with your customers, a whole new world of opportunities opens up.

Life Motto?

I know it’s only rock and roll, but I like it.

Ansira's Motto?

It’s all about the customer.

Your greatest success as president/CEO of Ansira? Most difficult moment — how did you overcome and what did you learn

Ansira expanded through acquisition and prior to my joining, was still really operating as two companies (both operationally and aspirationally). My greatest success was continuing to bring the company together under one united vision. I take great pride in being the new kid on the block and winning people over. Knock on wood, we haven’t had a difficult time over the past year. We have not lost a single client, we have maintained a very low employee turnover rate and we are batting 700 in new business pitches. Moving forward at full speed.

Your advice to an aspiring talent in the business?

Be fearless. Always keep your eye out for the next thing, because it will happen before you know it.

How do you motivate your employees?

Everybody shares in the success. We work as a team. You can see the difference between teams with a few stars, and those with a real team ethos. We are the latter.

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

A Domino’s cheese pizza (with creamy tomato soup from Panera), washed down with a frosty cold Diet Coke. (All three are Ansira’s clients.)

What literature is on your bed stand?

Rereading “The Adventures of Huckleberry Finn” … I am a big Mark Twain fan.

Role model — business and personal? 

Business: Richard Branson. I always have admired his visionary strength. Personal: My twins (son and daughter).

Current passion?

Guitar – I own over 200 guitars. I only play about five of them, though.

Favorite travel destination?

St. Tropez

What's next for Ansira?

Ansira will be a name with a very prominent position in the marketing industry. We are about to release some very compelling tools (including our real-time orchestration platform) that will change the way companies connect and actively engage their customers.