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


Nancy J. Friedman: Founder, NJF PR & Principal, MMGY Global

My NativeAdVice:


An industry thought leader, creative pioneer, and award-winning strategist, Nancy Friedman continues to set the benchmark for public relations done right for hotels, luxury brands, and destinations. The inspiration behind many of the world’s most lauded property and lifestyle product stories. Nancy and her team have launched more than 70 hotels in New York City alone. From her early ascent to the head of PR for Ian Schrager & Steve Rubell, to her current post as a Principal in MMGY Global, helping to steer one of the industry’s most talented PR teams, Nancy’s rare combination of grace and tenacity have led to countless industry firsts. Today, she is the “go-to” PR counsel to some of the most innovative leaders in hospitality and tour de force behind Hotel Week NYC™.

How did you get into the industry?

I got into the industry quite by accident. I was working at Travel & Leisure magazine as the assistant to the president and publisher.  After a sales trip to the Dominican Republic, I heard they needed a PR director and took a writing test. With my journalism degree, writing a press release seemed easy and I got hired. Because I loved the island so much, I could sell it to anyone and thus my PR career was born.

Any emerging industry trends?

The biggest trend I’m seeing now is the need for more integrated marketing. Clients want influencers, traditional media, digital exposure, experiential. 360 degree marketing approach.

Any industry opportunities or challenges?

The shrinking print marketplace is always a challenge. Other challenges include quantifying influencer reach. And in the travel area, lack of cooperation from airlines is another hurdle.

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

My firm was just acquired by MMGY Global. They are planning to grow a best-in-class global travel company. The timing is optimum and I am excited to be part of the growth plan.

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

Future acquisitions by MMGY will enable NJF to play in a bigger sandbox around the world where travel continues to grow and be one of the economy’s brightest spots.

Your key initiatives for the success of the Business?

Some years ago, I pioneered Hotel Week NYC. With the help of MMGY, we plan to expand this initiative to other cities and market it much more aggressively.

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

I have always loved this business and was able to marry my passions of media with travel.  The biggest challenge was from the HR side.  Hiring talent, maintaining talent and learning how to navigate the millennial generation has remained the biggest difficulty.  I call it googlization of the marketplace.  Everyone sees all the perks from Silicon Valley and want that for a boutique agency in NY.  

Ideal experience for a customer/client?

We have many loyal clients who appreciate what we produce for them, how much we care about their business and how mutually invested we are in the relationship. We determined who our ideal clients were some years ago, and try to keep that as a guideline when deciding who we represent.  We need to be advocates so we have to believe it what we are promoting. Coverage, visibility, counsel are key.

How do you motivate others?

We work hard on creating a happy culture in the workplace. Happy clients are our best ambassadors.  We listen to the staff and try to respond to their needs and wants within reason. For our 25th anniversary, if we met our sales goals (which we did!) I bought a plane ticket for everyone to travel to their dream destination. Someone went to Japan, another to Bhutan, Paris, etc.  It was a huge success.

Career advice to those in your industry?

Read everything. Familiarize yourself with media, your competition, network, work hard. Follow your passion and heart. There are no shortcuts.