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


Patrice Tanaka: Co-Founder, Chief Counselor & Creative Strategist of PadillaCRT

My NativeAdVice:


Patrice Tanaka is Co-founder, Chief Counselor & Creative Strategist at PadillaCRT.  Patrice co-founded her third PR & marketing agency, PadillaCRT, on September 1, 2013.  In so doing, she and her former partners at CRT/tanaka created with Padilla Speer Beardsley the "largest, employee-owned PR agency" and one of the "top 10 largest, independent PR agencies" in America.  She is also the author of "Becoming Ginger Rogers. How Ballroom Dancing Made Me a Happier Woman, a Better Partner and a Smarter CEO," published by BenBella Books.

1) How did you get into the PR industry and why?
I was working for a small newspaper in Hawaii and someone offered me the position as PR Director of the Inter-Continental Maui in Wailea.  I wasn't quite sure what PR people did at the time, but my thought process went like this:  I get press releases from these people; I could write these releases, therefore, I could do PR.  It was silly and simplistic, I know, but that's how I got into PR.

2) How does your firm utilize social media and stay ahead of competitors?
We have a group of about 20 "Socialites" - that's what they've dubbed themselves - who make it their mission to stay on the leading edge of social media and to inform and educate the rest of our 180 employees at PadillaCRT.  We also use Yammer, an internal Facebook-like program, to connect all 200 employee so that we can communicate and share information and insights quickly and easily.  And, our agency's Buzz Bin blog has been ranked as one of the "top 25 PR industry blogs."

3) What is a great night out like to you?
Going to Dizzy's Club Coca Cola for great jazz or staying in with friends and catching up over some nice reserva wines from Rioja.

4) What brands do you rep and what is the niftiest PR move you have implemented for them?
Wines from Rioja (Spain), Prosciutto di Parma, KitchenAid, Barnes & Noble, BASF, Rockwell Automation, Merck Consumer Care, Girl Scouts of the USA, United Healthcare, among others.  One of the accomplishments I'm proudest of is that our integrated marketing campaign for Rioja Wines has increased shipments by 45% over the past three years and the brand awareness we've generated for Spain's oldest and most prominent wine region contributed to a Rioja wine being ranked #1 on three major lists of "top wines of 2013," including the Wine Spectator.

5) What is your life motto/quote?
I have two: "Share your cookies and toys" and "Pursue your joy...with a sense of urgency."

6) What would you say are the top two personality traits someone needs to do a PR job well?
Passion and perseverance.

7) Who is your mentor and how do you stay so successful in the PR industry?
I have many mentors, including Mark Raper, president, and Lynn Casey, CEO, of our new agency, PadillaCRT.  Each of us used to run separate, highly regarded PR agencies.  Today, our new agency, PadillaCRT, created last September, is a roll-up of all three firms.  If I'm successful, it's because of three "themes" that are common to Mark, Lynn and me:  "collaboration," "creativity" and "community."  I believe all three are essential to creating an innovative organization that can flourish and succeed.