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


Matt Rizzetta: President & CEO: North 6th Agency (N6A)

My NativeAdVice:

Bio: Matt Rizzetta is President & CEO of North 6th Agency (N6A). Under Rizzetta's leadership, N6A has been ranked as the #1 fastest-growing agency in the United States in its revenue category by O'Dwyers. N6A has been awarded several prestigious industry recognitions, including New York Observer Power Agency List, Summit International Award, PR News Marketing and PR Leader of the Year, and has been selected as one of the "coolest spaces at the hottest PR firms" by the New York Observer.

Rizzetta has been instrumental in developing N6A's internal and external KPI measurement system, and has created a culture at N6A that has been lauded as one of the most rewarding, collaborative and unique in the agency landscape. Among the signature programs that Rizzetta has developed at N6A are the N6A 6PA Performance Ranking System, "N6-get-Away" vacation competition, "N6A Bucket List Weekend" competition, “N6-leg-Acy” PTO package, “N6A Chairman’s Pick” award, and many more.

How did you get into the industry?

Coming out of college I worked for Sony BMG during the day, and at night I would race home and work as a sports agent from my bedroom. I would spend 9 to 6 working in marketing and media, and then from 7 PM until the wee hours of the morning I would be on the phone working as an agent negotiating contracts and speaking to General Managers from all over the world.  

Originally my goal was to start a sports and entertainment management agency, however in time I learned that I had more passion for the media. I found the skills of being a sports agent to be transferrable to PR and media – the art of negotiation, serving as a conduit between a client and an entity, the intricacies of management. The vision for starting N6A was conceived during these early days.    

Any emerging industry trends?

Speed and measurement are the key trends in which we’re investing our time and money as an agency. Clients want to see results quicker than ever before, and they want transparency in how performance is being measured. If it takes one agency 5 hours to drive desired outcomes, and another agency 50 hours to drive the same outcomes, the one that achieves the results in 5 hours should win the face off. I know that sounds logical, but it’s not the way things used to work in the old days. The billable hourly model is becoming antiquated, and clients are too smart for that. Our industry has finally matured to a point where speed and measurement are being rewarded more than ever before.

Any industry opportunities or challenges?

Ironically, I would say customer service remains the biggest challenge (and by extension, the biggest opportunity to create differentiation as an agency). With all of the technology that agencies have at their disposal today, the concept of customer service innovation has been forgotten. Sure, agencies today must use all of the latest tools and technology to help us do our job better. But we must never forget that the service experience we’re delivering to clients is not built on fancy media monitoring tools or subscription databases. We are still in a services business, and service experiences are always won and lost based on the human element and the lengths to which you are willing to go in order to innovate for your customers.

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

I was extremely passionate about bringing an innovative customer service experience to clients in an agency setting. I always felt the concept of the customer experience was overlooked in an agency/client relationship. There’s a great quote from Tony Hseih about how Zappo’s was built first and foremost based on passion for customer service, and they just happened to sell shoes on top of it. That’s how I feel about our business, and what motivated me to start N6A in the first place. When people think of innovative customer service experiences most think of their experiences with consumer brands; Apple, Amazon, Nordstrom, and so on. I figured why can’t we bring those same concepts and adopt them into an agency-to-client setting?   

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

We have an ambitious growth plan for the next 12-24 months. The next few years will see N6A grow both domestically and globally through new office openings. We’re opening an office in Toronto in early 2017, and plan to expand into Europe in 2018. We also are moving into new headquarters in NYC toward the back-end of 2017.

On the M&A side, we’re looking at some smaller acquisitions, particularly ones that put us into new markets and have a leadership team that is motivated by our vision and culture. We’ve also invested in a wide range of emerging client sectors over the past year and plan to invest heavily in those sectors as we continue to scale.    

Recruiting will be a major investment and focus of ours in the future. We’ve put years of elbow grease into building a unique, rewarding and team-oriented culture. We’ve built our company to a point where we are attracting top talent. I get emails every day from PR professionals at every level who have read about us and are genuinely inspired by what we are building.

It’s all about making smart hires and bringing in new team members who are pulling in the same direction to take us to the next level. We’re going to double down on recruiting to make this happen.  

Your key initiatives for the success of the Business?

Experimentation has been the biggest key to success. We are always willing to experiment as a business and try new things out.  New customer service initiatives, new company perks and programs, new measurement approaches, and so on. Some of them work, some of them don’t. But we wouldn’t be where we are today if we hadn’t been willing to experiment in the first place. Experiment and be smart enough to cut bait on ones that aren’t effective. I’m a big believer that companies who don’t innovate die.   

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

I’m amazed by how much I learn from our team every day. Through the years I’ve found that my worst mistakes have been the result of not listening as closely as I should have. The art of listening has helped me make more lucid decisions, understand what’s most important to our people, where I need to improve as a leader, and has made us a better company today. This is a symbiotic relationship where you need a team that is equally as driven as you are. I’m lucky to have an incredibly intelligent and driven team, and as a result, I have no problem listening to our people and making adjustments according to their feedback.   

Ideal experience for a customer/client?

We work tirelessly to differentiate the customer experience for our clients compared to what they’re used to experiencing in their agency relationships. Beyond media results and relationships, we want clients to view their service experience with N6A as unique and different in every sense. We’ve spent countless hours figuring out new ways to drive innovation. Whether it’s with proprietary KPI and data systems, or unique customer service practices, our goal is to bring the same experience to an agency-client relationship that a customer would experience when they think of the best customer service brands in the world.   

How do you motivate others?

I believe that motivation comes down to energy and trust. If you can create an energy in the office that is uplifting and inspires others, and you can get everyone to trust in the vision the company is building then you’ve found a winning combination. We have reminders of this everywhere in our office and in the fabric of our culture – what do we stand for, what are our mottos, what motivates us, what is our philosophy.

One of our philosophies at N6A is the concept of living for our “eulogy”, modeled after a Ted Talk I heard David Brooks give several years back. I think this describes our vision best. We are thinking today about how we are going to be remembered decades from now, not days from now. All of our decisions are based on how we will be remembered during our “eulogy”. It’s an entirely different mindset and approach from convention, but if you can get everyone behind it and to trust that it will be worth it in the end, it can be an incredibly motivational movement.  

Career advice to those in your industry?

Take foul shots. We have a practice at N6A called “Foul Shots” based on the concept of staying after practice every day to improve your game. Every day we encourage our team members to step outside of their comfort zone and make a new connection; whether it’s with someone in the media, a decision maker at an event or speaker’s bureau, a social media influencer, or someone else. It’s all about making a new connection every day and doing one thing to make us better at our jobs. I’ve done this for my entire career, and some of the most valuable and long-lasting relationships I’ve built stemmed from me taking a “Foul Shot” when I was younger.