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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
Jun022014

Mike Mazar: Partner & Creative Director for Tenthwave 

My NativeAdVice:

Bio:

Mike Mazar is a Partner and Creative Director for Tenthwave and has over 18 years of experience in digital marketing. Mike leads a talented team of designers to create digital solutions that are equally elegant and functional. Tenthwave’s award-winning design work is built on Mike’s creative vision and User Interface expertise, honed over the years at i33 and RedStapler (as co-founder) and now serving Tenthwave clients including eBay, Duncan Hines, Visa, Prudential, Facebook, Pepperidge Farms, NBC Universal, Cape Cod Chips and FLOWER Beauty. 

Mike takes ideas from concept through design, and specializes in web site design & development, UI, interactive marketing, and online media. He holds an MFA from the Rochester Institute of Technology.

How did you get into the advertising industry?

In high school I had taken to technical drawing… think T-square and mechanical pencils. I got quite good at it, and with some coaxing from my instructor, I entered a state competition. I entered 2 categories.

The first event I entered was for technical drawing. The technical drawing portion was a timed event and I was the first entrant to finish. The second event was for a logo design. My execution was hand sketched (which was not a strong-suit) and I made an entry that was conceptually strong, but artistic in nature given the technology focus of the competition.

To make a long story short, I ended up winning both events. This helped give me confidence that I can solve both technical and creative problems. I felt I could tackle them from whichever angle would lead to the best solution. My approach to design challenges includes both analytical & creative ideas…this is what leads me to believe that I’m logically abstract, and perfect for the industry.

Which campaigns that you have executed are you most proud of and why?

It wouldn’t warrant being classified as a campaign, but the re-launch of the Duncan Hines website in the fall of 2013 would have to be one of my favorite accomplishments. The most amazing part of the project was to watch every single department help get this across the finish line with maximum effort. Our various departments (creative, strategy, accounts, research & analytics, project managers, front-end development, back-end developers, systems administrators, social and more…) were instrumental. Literally every single department was crucial to this success and it makes me proud to see what our agency can do when we get challenged. We showed how powerful our team can be.

Also, we were very fortunate to have such a solid partner in our client. They had the courage to take such a leap. Together, we re-defined how the customer interacts with the Duncan Hines website, and it was quite a departure for a CPG brand to go all in. There is no navigation bar, allowing for a more exploratory experience that is driven by the user. It’s also something that learns behavior, and can serve up more content relative to each individual user, making each experience unique. There’s more opportunity for user generated content and interaction among site members. Simply put, we built something for the users to take control of, and it seems like they have.

How does your firm stay successful in this digital era?

Tenthwave is unique in that we have challenged our team to be more customer-obsessed. We are living the brands that we work for, and we adapt to the needs of the customer. Getting to know the customer better allows for a better understanding of their needs. This helps us to define and implement the most suitable solution for the customers on behalf of our clients. What we have realized is that the needs of the customer are often very different from how the client perceives them. 

What is your opinion on publicly traded advertising companies versus privately owned?

Public or private the goal is the same… creating great work for our clients. There might be more pressure to deliver on numbers to shareholders, but as part of a privately held company, there are equal pressures. 

  Define creativity.

Creativity is everything that happens between defining a problem & applying a solution.

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

The changing customer has created more complex problems for nearly every brand. I see the need to answer deeper questions, the questions rooted in traditional management consulting being answered by marketers, as being a trend to watch for. Marketers are very often defining business direction, CMO’s act like CEO’s and every day we are challenged to think smarter and be more responsive. The successful agency will be hiring into those positions, competing with consultants who usually “concept” vs. agencies that “do”.

Who is your greatest influence in becoming a successful CEO?

Since I have never had this aspiration, I can’t say that I had any singular influence. I draw upon the best qualities that have been taught and impressed upon me throughout my life. That said, I find it to be important to do things the way I see them, rather than what someone else would have done. I can only be myself and that has benefited me greatly.

What is your life motto?

Life is short, enjoy what you do.

What literature is currently on your desk or Internet browser?

Adage, The Huffington Post and ESPN. 

What's next for your Tenthwave?

Great things. We’ve just touched the surface of what we are capable of. We are fighting to remain nimble and efficient, while reimagining what an agency can do for clients. Being customer focused has guided our growth. What’s next is helping world class brands take advantage of change… in measurable ways that really matter.

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About Tenthwave

Tenthwave is an independent digital agency on a mission to find transformative ideas that seduce the hearts and minds of customers. 

Customers inform us; it’s our job to inspire them.

Tenthwave’s core services are award-winning strategy and creative, plus research & analytics, digital development, branded content, user experience, social media, online media, and promotions. Clients include eBay, Duncan Hines, Visa, Prudential, Facebook, Pepperidge Farms, NBC Universal, Cape Cod Chips and FLOWER Beauty. 

Ranked by Ad Age as a Top 500 agency in 2013 and 2014. Recognized as a Facebook Preferred Marketing Developer.

We are Tenthwave: The Customer Obsessed Digital Agency.

For more information visit http://www.tenthwave.com or http://www.facebook.com/Tenthwave, or follow us on Twitter @Tenthwave.